K-Beauty Trends 2026: 7 Category Shifts Brand Owners Should Plan For
By TQBM · Updated
If you are planning a K-beauty launch for 2026–2027, the useful question is not only which ingredient is trending. It is which product format shoppers will pay for, and whether it can already be manufactured. This guide summarizes the 2026 shifts in seven categories, the consumer data behind each one, and where to go deeper.
Key takeaways
- Cleansing: on Olive Young, reviews mentioning barrier grew 102.4%, while cleansing power was the only keyword that declined (−1.3%).
- Sun care: SPF is turning into a daily treatment product. Sun serums, sun primers and sun cushions are the growth formats.
- Skincare: #MenopausalSkin grew 215%. Brands are starting to plan products by life stage instead of by skin type.
- Body care: #Hyperpigmentation (+456%) and #Marks/Scars (+202%) are pushing face-style toners and serums onto the body.
- Fragrance: #RoastedPistachio grew 852.5% and #SolarScents 1,150%. Scent is becoming a feature of hair, body and sun care.
Where This Data Comes From
This series is based on the Vol. 32 trend and formula report (August 2026) from a Korean ODM manufacturer operating since 1992. The report cross-checks WGSN trend forecasts (2025–2029, more than 250 experts in 21 countries) against consumer keyword data from Trendlier (April 1, 2025 – March 31, 2026), plus Olive Young review keywords, Google search volume and TikTok hashtag data. We rewrote it for brand owners. Supplier product names and claims are examples, not verified claims for your label.
2026 K-Beauty Trends at a Glance
| Category | 2026 shift | Consumer signal | Formats to consider |
|---|---|---|---|
| Skincare | Life-stage and hormone-connected care | #MenopausalSkin +215%; 68% look for clinical evidence | Firming boosters, barrier creams, targeted ampoules |
| Cleansing | Barrier-first “pre-skincare” | “Barrier” +102.4%; “cleansing power” −1.3% | Milk cleansers, milk + jelly duos, post-treatment gels |
| Sun care | SPF as skincare (“5th generation”) | Concealer searches +400%, primer +300% YoY | Sun serums, sun primers, sun cushions, body roll-ons |
| Makeup | Freeze-wear bases and berry color | “Vampire Romantic” named a key 2026 trend by Pinterest | Air-fit foundations, cover balms, cheek and lip balms |
| Hair care | Scalp science and style switching | #hairtok 9.1M posts; #OzempicHair searches rising | Anti-humidity mists, scalp scalers, color-care packs |
| Body care | Body stepping, sleep and scar care | #Hyperpigmentation +456%; #Marks/Scars +202% | Body toners, mineral shower gels, cooling moisturizers |
| Fragrance | Scent layering and comfort gourmand | #RoastedPistachio +852.5%; #SolarScents +1,150% | Scented hair and body care, mists |
Skincare: Plan by Life Stage, Not Just Skin Type
Consumers are “funding” long-term skin health instead of chasing instant results. The global cosmeceutical market is about $85 billion, performance skincare is growing about 15% a year, and 68% of consumers look for clinical evidence. At the same time, hormone-related searches are rising: #HormonalBalance +91%, #HormonalAcne +17% and #MenopausalSkin +215%. The opportunity is a product positioned for one life stage, such as firming care for women in their 40s, rather than another generic anti-aging cream.
Read more: Hormone-connected skincare: how to plan products by life stage.
Cleansing: Barrier-First Beats “Deep Clean”
Cleansers are being repositioned as the first step of skincare. Olive Young review data shows it clearly: mentions of barrier (+102.4%), skin texture (+94.4%) and soothing (+54.3%) are growing, while cleansing power is flat. The formats gaining ground are mildly acidic milk cleansers, milk + jelly duos that users mix by skin condition, and low-irritation cleansers for skin after clinic treatments.
Read more: Cleansing trends 2026: why shoppers want barrier-first cleansers.
Sun Care: SPF Becomes a Daily Treatment Product
Sunscreen has moved from basic UV protection to multi-format products (sticks, sprays), then to skin-caring sun serums. The next step combines SPF with targeted actives and makeup effects in one morning product. Year-on-year Google searches grew 400% for concealer and 300% for primer, and consumers want textures they can reapply without touching their face.
Read more: Sunscreen trends 2026: why SPF is becoming skincare.
Makeup: Freeze-Wear Bases and Berry Color
Two makeup directions stand out for 2026:
- Freeze-wear bases. With more days of high heat and humidity, long wear is now a core purchase criterion. Primers, fixers and lip stains are growing together. Formats to consider: an air-light 3-in-1 foundation (primer + foundation + powder), a melting cover balm in a compact for oily, blemish-prone skin, and a prep mist that helps skincare and makeup stay in place.
- Berrycore and “Vampire Romantic”. Pinterest named Vampire Romantic a key 2026 trend. It is a dark, sensual reaction to the minimalist “clean-girl” look, and smudged smoky eyes appeared on S/S 2026 runways including Blumarine, Iceberg and Edeline Lee. Berry shades let one product tell a story that combines color, scent and antioxidant benefits. Formats to consider: cream-to-powder cheek balms and blurring tinted lip balms.
Customization is the third thread. Consumers want to choose colors and take part in making products, which suits limited editions and small-batch shades.
Hair Care: Scalp Science Meets Style Switching
Hair care is borrowing skincare’s science language. As GLP-1 weight-loss drugs spread, global search interest in #OzempicHair (hair shedding linked to these drugs) has risen. Growth factors, peptides and follicle-focused approaches are getting attention. On the style side, #hairtok (9.1M posts) is far larger than #skintok (1.6M), and people switch looks with hairpieces, half-wigs and bold color techniques.
Lower-risk formats for most brands: an anti-humidity, anti-frizz coating mist, a hot-and-cold scalp scaler duo, and a post-dye mask that slows color fading. Be careful with hair-loss positioning. In Korea it is a functional cosmetic claim, and in the US a hair-growth claim makes the product a drug.
Body Care: The Face Routine Moves to the Body
Body care is becoming a multi-step routine with toners, ampoules and serums. Consumers are also buying body products for sleep and relaxation, and active lifestyles are driving demand for body acne and scar care.
Read more: Body care trends 2026: body toners, sleep care and scar care.
Fragrance: Scent Layering and Comfort Gourmand
Fragrance is shifting from one signature scent to layering scents through the day. Gourmand notes are moving from pure sweetness toward comfort: #RoastedPistachio +852.5%, #ToastedMarshmallow +242.1%. For brands, scent is now a product feature in hair, body and sun care, not only in perfume.
Read more: Fragrance trends 2026: scent layering and comfort gourmand notes.
How to Choose One Trend for Your Next Launch
| If your situation is… | Start with | Why |
|---|---|---|
| First product, limited budget | A barrier-first cleanser | Low claim risk, repeat purchase, and a story backed by review data |
| Strong content or creator channel | Makeup balms, berry color, scented body care | Visual, sensory products that are easy to show on video |
| Targeting 35+ or derma positioning | Life-stage skincare, firming boosters | Less crowded than generic anti-aging |
| Exporting to the US first | Non-SPF skincare, body care, hair styling | Avoids OTC drug rules for sunscreens and drug-like claims |
| Hot-climate or summer markets | Sun serums, sun cushions, body roll-ons | The biggest format shift of the year |
In every case, starting from an existing ODM formula is usually the fastest route. You adjust texture, scent, packaging and claims instead of starting R&D from zero. Our OEM vs ODM guide explains how much of the formula you need to own, and the global regulations guide covers claims by market.
Turn a 2026 Trend into Your Own Product with TQBM
TQBM manufactures cosmetics for brands, from a trend idea to a finished product. Choose a category or upload a reference image, and TQBM’s AI recommends matching containers and ingredients, followed by an automatic quote and a sample request. If a format in this guide fits your brand, contact us with your target market, and we will confirm formula availability, MOQ and lead time.
FAQ
What are the biggest K-beauty trends for 2026?
Which 2026 trend is best for a first product?
Can I launch a trend product without developing my own formula?
Where does this trend data come from?
How to turn a 2026 K-beauty trend into your own product
A practical sequence for going from trend research to a manufactured product with TQBM.
Pick one category and customer
Choose the single trend that fits your budget, channel and target market instead of launching across all categories at once.
Shortlist an existing ODM formula
Start from an existing formula for that trend, then decide what to customize: texture, scent, actives or color.
Set your claim level per market
Decide which claims you will make in each market, such as SPF, brightening or hair-loss relief, and plan the testing and registration they require.
Choose packaging
Match the container to the format, such as a dropper for serums, a roll-on for body sunscreen or a cushion compact, and check compatibility with the formula.
Get a quote and request samples
Request a quote and samples, review texture and performance, and refine the formula before confirming MOQ, lead time and production.
Ready to Create Your Own Cosmetics?
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