Full-Sensory Hair, Smart Minimalism: 2026 Beauty Trends

Hwahae Global, which operates Hwahae, Korea's leading beauty platform, attracted attention by announcing the three key trends that will lead the beauty market in 2026. This announcement is based on a comprehensive analysis of 12 million Hwahae users, over 390,000 cosmetic product data points, and 300,000 MAU global web user data, and is thus evaluated as presenting highly reliable predictions. The three trends presented by Hwahae Global are as follows: 1. **Hyper Sensory Haircare:** Moving beyond simply cleaning hair and scalp, 'experiential' care that stimulates the five senses through scent, texture, temperature, etc., is emerging as a major trend. In line with the wellness trend, products combining technology and beauty, such as heating/cooling brushes, scalp massage devices, and spa-type haircare, are expected to garner significant attention. 2. **High-performance Minimalism:** Beauty routines that seek maximum effectiveness with fewer products and simplified steps are expected to gain popularity. As demand for high-performance products that capture both efficiency and effectiveness grows, all-in-one multi-functional products that combine various functions at once, or multi-use formulas that combine skincare and makeup functions, are predicted to lead the market. 3. **Conscious Soothing:** A clear preference is emerging for products that minimize skin irritation and even provide psychological comfort. Beyond hypoallergenic and soothing ingredients for sensitive skin, 'harmless and verified' ingredients such as vegan, clean beauty labels, and EWG certification will become key keywords. Key ingredients expected to drive these trends include **menthol**, which provides a refreshing cool sensation, and **exosomes**, a stem cell culture-derived ingredient effective for cell regeneration, anti-aging, and hair loss relief. Lee Na-young, team leader of Hwahae Global's B2B Marketing Team, stated, "This report, based on actual user reviews and global web user behavior data, will provide important insights to the beauty industry," and expressed the company's commitment to continue discovering and sharing trends through data analysis.