On Thursday, December 11, 2025, we held the “Beauty Trend 2026” event to announce beauty trend forecasts for 2026.

This year, we presented beauty trend forecasts for three countries: Japan, South Korea, and the United States. We were delighted to welcome numerous beauty industry professionals, including representatives from beauty media outlets and manufacturers, making the event a great success. While this report covers only a small part of the event, we are pleased to share a glimpse of what took place.

Three companies from Japan, South Korea, and the United States announce 12 beauty trend prediction keywords from a global perspective

This year, we forecast beauty trends for 2026 across three countries: Japan, South Korea, and the United States.

For the South Korean trend forecast, we collaborated with Glowdayz Inc., operator of South Korea's largest beauty platform “GLOWPICK.” For the U.S. trend forecast, we partnered with Cosme Hunt Inc., which promotes J-Beauty in the United States.

We selected four trend prediction keywords per country and analyzed the background and market trends based on survey data and expert commentary. At the event, we presented the future of beauty using concrete examples.

Details for each keyword will be shared on the ampule website at a later date. Here, we will focus primarily on the event highlights and provide only an overview of the trends.

▼For details on the announced trends, please also refer to the press release.
https://www.trenders.co.jp/news/4980/

J-Beauty Trend

First up is the announcement of Japan's trend forecasts.

The presenter is Nozomi Okabe, Executive Manager of the ampule Division at Trendenders Inc. and Editor-in-Chief of ampule magazine.

The selected keywords reflect the shift from anti-aging to the era of “reverse aging”: “time-stopping beauty,” the establishment of “pre-step items” as an extra investment in your future self, the expansion of detail care focusing on previously overlooked areas as “third-part care,” and “Care Dan” driven by the growing men's beauty market among middle-aged to senior generations.

“This time, we extracted trends from multiple angles and objectively by conducting street surveys with the Japan Fashion Association and collaborating with beauty industry experts. We observed that beauty literacy among consumers nationwide is rising, with attention shifting beyond existing care routines toward extra steps and detailed part care. Additionally, beauty is permeating across generations and genders—a trend evident across all four categories.” (by Nozomi Okabe)

K-Beauty Trend

Next up, Korean trend forecasts.

Our presenter is Lee Eun-kyung, Platform Business Team Leader at Glowdayz Inc.

The selected keywords are: “Originality,” predicting a return to “essence” from fleeting trends; “Nostalgia,” where “past romance” has surfaced as a reaction to digital overload; “Emotional Care,” valuing the “joy of the process” over results; and “Sustainability,” the second generation of clean beauty evolving from ‘ingredients’ to “actions” and regaining attention.

“What message do these trending keywords convey? I believe they point to what K-Beauty overlooked most during its rapid growth. At the same time, this entire trend aligns with areas where Japan's beauty market has traditionally excelled. We can expect 2026 to be a year where the synergy between Japan and Korea shines even brighter!” (by Lee Eun-kyung)

US-Beauty Trend

Last up is the American trend forecast.

The presenter is Yasami Iida, Managing Executive Officer and Head of the ampule Division at Trendenders Inc.

The selected keywords are: “Evolved Brushes & Cheeks,” spotlighting updates in shape × texture × tools; “Playful & Iconic,” reflecting the growing trend of “boldness with purpose & playfulness”; “Retail Influencers,” emerging as influencers themselves become “purchase channels”; and “Kojic Acid Conscious,” signaling growing attention to the Japanese-origin ingredient kojic acid.

"In the U.S. beauty market, trends appeared to be driven by the significant influence of the Alpha and Z generations and the growth of viral video media. While many Hollywood celebrities overseas love Japan and Japanese culture, making Japan a focal point, the reality is that beauty products and experiences are lacking. J-Beauty holds tremendous potential, but it hasn't fully penetrated the American market yet. If we can accurately capture the trends and make a strong move, 2026 could be a turning point." (by Yasami Iida)

【Trend Summary】2026 Presents a Major Opportunity for J-Beauty’s Global Expansion!

Considering the trends in Korea and the US, it seems J-Beauty is currently riding a tailwind. From Korea's trend of “returning to fundamentals” to America's focus on “kojic acid,” J-Beauty is dotted with potential for global expansion.

With Japanese craftsmanship in demand across various markets and the value of J-Beauty gaining attention, now is the perfect opportunity for J-Beauty to capture the world's spotlight!

2026 looks set to be the year for “Empower J-Beauty.”

An exhibition booth packed with trendy items

Inside the venue, items related to four trend keywords from various countries were displayed. Participants were free to view the exhibition booths before and after the event.

Participants picked up items that caught their eye and took photos.
They also showed interest in the differences in trend tendencies across countries, and communication among attendees was visible throughout. The exhibition booths were bustling with activity from start to finish.

In post-event surveys, attendees shared that learning about trends not only in Japan but also in Korea and the US significantly accelerated their product development ideas.

We sincerely thank everyone who attended the event despite the busy year-end period. The entire ampule team expresses our gratitude once again for successfully concluding 2025 with this event.

In 2026, ampule will continue to champion the theme “Empower J-Beauty” and undertake various initiatives to shape the future of Japanese beauty. We look forward to your continued support!

Thank you for your tremendous support throughout this past year!

Wishing you all a wonderful New Year.