Olive Young said on the 19th that it selected "F.U.L.L.M.O.O.N (full moon)" as the core keyword spanning the K-beauty and wellness industries this year and next year, and published the "2026 trend keywords" report introducing eight detailed trends. The company analyzed that a clear trend this year was a movement aiming for "my whole self" that ran through consumer trends.
One of the most notable changes in this report is the global spread of the wellness trend. The share of consumers who cited wellness as the top priority in life has surged not only in the United States and the United Kingdom but also among Chinese consumers.
This trend is also evident in Olive Young's purchase data. Customers ages 15 to 24 who buy wellness products at Olive Young have recorded double-digit growth every year since 2022. In particular, they are seen to enjoy wellness through a "healthy pleasure" approach that is convenient and enjoyable in daily life, rather than heavy and burdensome self-discipline. They naturally supplement nutrition with drinks or snacks that leverage the functional benefits of raw ingredients.
The heightened interest in wellness is also extending to "recovery care" for quality rest. This year, sales of sleep-related health foods at Olive Young rose more than 300% from the same period a year earlier.
At the same time, the tendency to enjoy wellness like a daily routine is strengthening. A consumption pattern has emerged that practices wellness without setting aside extra time, with products such as skincare and body and hair care that contain melatonin, magnesium, and vitamins.
The inclination toward "my whole self" is also clear in makeup. "Skincaring makeup," which goes beyond cosmetic use to manage skin condition, is spreading, deepening the view that makeup is an extension of skincare. Consumers are also considering "ingredients" in addition to color cosmetics' core functions such as color payoff, coverage, and longevity when purchasing makeup products.
In addition, the report presented various beauty trends, including ◇ K-beauty in everyday life globally ◇ "pro self-care," where cosmetic procedures and home care are linked in one cycle ◇ Gen Z "luxury beauty," lightly experienced and owned to taste ◇ AI "hyper-personalized beauty concierge."
An Olive Young official said, "This report shows that while numerous new trends are emerging in K-beauty and wellness, 'hyper-personalized' value-driven consumption is also gradually deepening," adding, "We will continue to uncover and present such trend insights and fulfill our role as a leading platform."