From August 29 to September 4, the most recent Olive Young Sale revealed how fast K-beauty is evolving—shaped by new consumer interests and shifting skincare priorities.
Key Trends to Watch:
Ingredient Beauty – Searches surged for targeted skincare actives like PDRN (+695%), Peptides (+72%) and Niacinamide (+65%), showing how consumers are embracing a slow-aging approach tailored to their skin concerns.
Beyond the Face – Performance-driven hair and body care products are gaining popularity as self-care routines expand from head to toe. During the sale, searches for scalp products such as ampoules, tonics, and serums increased by over 80% compared to last year. Popular haircare items included:
- LABO-H Scalp Strengthening Hairline Ampoule
- lilyeve Grow Turn Ampoule
- vivelab Revive Therapy Hair Scalp & Brow Ampoule
On the body care side, functional products highlighting key ingredients also saw strong demand, including:
- nutseline Aroma Nut Slim Fit Body Guasha Serum
- BEYOND Bodytamin Body Lotion
In line with this trend, brands like growus, W.DRESSROOM and EGA also launched hand creams providing SPF protection and anti-wrinkle benefits.
Mask Cleansers – This new format, applied like a mask for cleansing and skincare benefits, saw a 1700% jump in searches.
Next-gen Sun Care – lightweight formats like sun gels, serums, and ampoules are reshaping the SPF category, blending protection with skincare benefits.
For more information on the latest K-beauty products, visit Olive Young Global.
