-Three key keywords were identified: hyper-sensory hair care, high-performance minimalism, and soothing beauty.
-Provide insights by analyzing user behavior data and data from over 390,000 cosmetics.
Hwahae Global (CEOs Woong Lee and Kyungil Kim), the operator of the beauty platform Hwahae, announced the three major trend keywords and outlook that will lead the domestic and international beauty markets in 2026.
Hwahae analyzed 12 million user behavior data, over 390,000 cosmetic data, and 300,000 MAU global web user data to present ▲Hyper Sensory Haircare ▲High-performance Minimalism ▲Conscious Soothing as key trends.
Hyper-sensory hair care goes beyond simply maintaining hair and scalp cleanliness, encompassing experiential care that stimulates the five senses through scent, texture, and temperature. With growing consumer demand for wellness, products that combine tech and beauty, such as brushes with heating and cooling functions, scalp massagers, and spa-style hair care, are expected to gain traction.
High-functionality minimalism is a beauty routine that aims for maximum results with minimal products and steps, pursuing both efficiency and effectiveness through high-performance products. Demand for all-in-one multi-functional products that combine multiple functions, or multi-use formulas that combine skincare and makeup functions, is expected to increase.
In line with consumer needs for products that soothe skin irritation and provide psychological stability, the soothing beauty market is expected to see the emergence of key keywords such as hypoallergenic and soothing ingredients for sensitive skin, vegan and clean beauty labels, and harmless and verified ingredients such as EWG certification.
Key ingredients that are trending include menthol and exosomes. Menthol, extracted from peppermint oil, provides an immediate cooling and refreshing sensation upon contact with the skin, while exosomes, derived from stem cell culture fluid, help address various skin concerns, including cell regeneration, anti-aging, and hair loss relief.
“This beauty trend report presents highly reliable trends based on real-world user reviews and global web user behavior data,” said Inayoung Lee, head of the B2B marketing team at Hwahae Global. “We plan to continue to uncover the latest beauty trends through data-driven analysis and provide meaningful insights to consumers and the industry.”
Meanwhile, a more detailed report on the 2026 beauty trend of reconciliation can be found on the Reconciliation Business website.
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