2026 K-Beauty Trends in Japan: 'Water Glow, Glossiness, and Soothing Care' are Key

2026 K-Beauty Trends: Water Glow, Glossiness, and Soothing Care

As interest in K-beauty continues to rise in Japan, the specific trend keywords favored by Japanese consumers have become increasingly clear in recent years.

Analysis of reactions from Powder Room JP's official social media channels and monitor reviews reveals a notable preference for transparent and natural skin expressions, characterized by keywords such as 'water glow,' 'glossiness,' and 'soothing care.'

In terms of product usage, feedback frequently mentions phrases like 'non-sticky' and 'refreshing/watery.' This reflects the tendency of Japanese consumers to prefer lightweight, non-heavy textures, a preference that is directly influencing their selection of K-beauty products.

This trend is expected to expand further as the summer season approaches. Given Japan's hot and humid summer climate, the demand for lightweight and refreshing usage experiences tends to increase as the season progresses. K-beauty products specialized in soothing care and hydration are accurately addressing these needs, and expectations are high that the presence of K-beauty in the Japanese market will continue to grow in the second half of the year.

A representative from Powder Room stated, 'In response to the continued focus on keywords centered around water glow, glossiness, and soothing care in the Japanese market, Powder Room plans to continue monitoring consumer reactions carefully while supporting K-beauty brands in their efforts to adapt to the local market.'