K-beauty’s next chapter centres on ‘whole self’ wellness, according to Olive Young report

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Olive Young’s purchasing data shows double-digit annual growth in wellness product consumption among this age group since 2022.

PHOTO ILLUSTRATION: UNSPLASH

SEOUL - South Korea’s beauty industry is shifting from surface-level aesthetics to a broader pursuit of personal balance, according to a trend report from CJ Olive Young that frames 2026 around a single concept: feeling whole.

The country’s largest beauty retailer released its “2026 Trend Keywords” report on Dec 19, using the acronym “fullmoon” as a metaphor for wholeness, the overarching theme shaping beauty and wellness consumption through 2025 and 2026.

The report outlines eight sub-trends reflecting how younger consumers, particularly those aged 15 to 24, are redefining self-care as a daily, integrated practice rather than an occasional indulgence.

At the core is the rise of “early wellness”, a shift that sees teenagers and young adults proactively managing sleep, stress and skin health.

Olive Young’s purchasing data shows double-digit annual growth in wellness product consumption among this age group since 2022, signaling a normalisation of health-focused routines well before adulthood.

In place of rigid regimens, consumers favour what the report describes as “healthy pleasure” — easy, enjoyable wellness habits.

Functional drinks, gummies and snack-style supplements are gaining traction, as are sleep-related products.

Sales of sleep health supplements at Olive Young reportedly surged more than 300 per cent year-over-year, with melatonin leading demand alongside ingredients such as GABA and vitamin B derivatives.

Wellness is also being folded into beauty itself. Products infused with vitamins and minerals now span skin care, body and hair care, allowing consumers to address