Hwahae's July Search Trends: Hydrating & Soothing Ingredients Dominate

Beauty platform 'Hwahae' has announced the key trends in this summer's K-beauty market through an analysis of its vast 9.4 million user reviews and popular in-app search terms from July 1st to 22nd. Reflecting consumers' needs for skin sensitized by the scorching heat and monsoon season, three major changes and noteworthy products have been selected, drawing attention. **1. SOS for Summer-Fatigued Skin: 'Soothing' and 'Hydration' Care Rapidly Emerge** With internal dryness caused by air conditioner use in summer and the humid environment during the monsoon season disrupting the skin's oil-water balance, interest in 'soothing' and 'hydration' care has exploded. The keyword 'moisture cream' was searched approximately 4,400 times within the Hwahae app, and 'soothing' related searches surged by over 10 times compared to the previous month. In particular, ingredients effective for skin soothing and moisturizing, such as niacinamide and aloe, were frequently included in the top 5 popular search ingredients, clearly demonstrating the values consumers seek. Reflecting these trends, Hwahae recommended Dr. G's 'Red Blemish Clear Soothing Cream (rating 4.38 points)' and Bring Green's 'Aloe 97% Soothing Gel (rating 4.5 points)' as essential items for summer soothing and hydration care. **2. Accompanying Rise in Demand for Cleansing Products Due to Waterproof Sunscreen Trend** As the use of waterproof sunscreens, boasting powerful UV protection and long-lasting effects, has become widespread, the popularity of cleansing products designed to thoroughly remove them has also soared. Compared to the same period last month, the cleansing milk category rose 4 ranks, and cleansing oil rose 1 rank, placing them among the top popular search terms. In particular, beplain's 'Mung Bean Cleansing Oil,' which recorded over 10,000 user reviews and a high rating of 4.65 points, emerged as a strong contender in the summer cleansing market, being optimized for cleansing waterproof sunscreens. **3. Light and Simple: Preference for Minimal Base Makeup** In hot and humid weather, instead of thick and heavy base makeup, simple base makeup that provides comfort to the skin while naturally correcting tone is gaining popularity. Aestura's 'Derma UV 365 Red Calming Tone-Up Sun Cream (rating 4.27 points)' and S. Nature's 'Aqua 365 UV Sun Cream (rating 4.72 points)' are leading this trend and receiving great love from consumers as simple summer base products. Kim Gyeong-il, CEO of Hwahae Global, stated, "As summer is a period when skin sensitivity increases, our goal is to help consumers easily and accurately choose the most suitable products for themselves through reliable, data-driven information." Hwahae plans to continue utilizing its vast user data to analyze evolving beauty trends and provide useful shopping guides to consumers.