Exfoliation Is a Key Trend This Autumn in Korea

• Fall’s wide temperature swings and rising pollution from ~October can disrupt the skin barrier and trigger irritation.
• Brands are leaning into gentle, sensitive-skin-friendly exfoliation.
• Expect more AHAs, BHAs and PHAs in lotions, bubble pads, washes, toners and masks.
• Timely dead-skin removal helps skin look hydrated, protected and less congested.

Aging Care Tops Global Beauty Priorities

Different markets frame the same concern differently:

• China: “Early anti-aging” (Gen Z buying eye care).
• Japan: “Skin balance” to manage signs long-term.
• USA: “Anti-stress aging” to repair barrier fatigue.
• France: Classic “anti-aging” prevention.
• Thailand: “Slow aging”—UV and heat management.
• Kazakhstan: “Home-care anti-aging”—sheet masks and patches.

Source: Son Sung Min, “Main Trend Keyword for Each Country 2021-22”.

“Clean Beauty” Search Volumes Keep Rising

• Growing interest in “clean beauty,” “circular economy,” “ethical,” and “biodegradable.”
• Signals concern for waste, up-cycling and biodiversity.
• In Korea, EWG ratings and on-pack callouts appeal to eco-minded consumers.

Etude House Moistfull Collagen Cream

• Upgraded bouncy, dewy texture (75ml) for hydrated, plump-looking skin.
• Allergen-fragrance-free update with smoother glide.
• Now over 65% collagen; great for oily/combination types.

Make P:rem Watery Gel Cream

• pH-balanced relief (pH 5.5) to soothe and support the barrier.
• Ideal for dehydrated or oil-prone skin types.

Nine Less Magic Nine Fill Up Silk Hair Treatment

• Tester’s Club feedback:
• "I use it as a conditioner—great slip, quick routine, not greasy."

Nine Less Daily Intense Nourishing Hair Essence (120ml)

• "Two pumps on the ends before blow-drying = glossy, non-greasy finish."