Trending Products - Overall Ranking
Key Beauty Insights
Product Over Brand – Small Brands Rising on the Strength of Product Performance
In September’s Hwahae ranking of rapidly rising products, SOMI, MINIC, and GYEOLHAUS made notable entries. This reflects not just the spread of brand awareness, but also the fact that consumers are increasingly exploring products based on ingredients, formulations, and efficacy—demonstrating a heightened level of beauty literacy. Today’s consumers are focusing more on product performance itself rather than brand name, signaling that the competitiveness of a single product has become a decisive factor in purchase decisions.
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GYEOLHAUS : Ultra Moisture Jojoba Serum & Cream → A serum-and-cream all-in-one recognized for strong moisturizing power, rated 4.71 stars
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SOMI : Treat Aqua Toner → Gentle, safe formulation with EWG Green-rated ingredients; user reviews highlight “hardly any drawbacks”
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MINIC : Minimal Cover Lotion → Praised in reviews as offering “better coverage than a tone-up sunscreen, yet more natural than foundation”
Summer Skincare Dual Track – Calming + Hydration
With heat, sweat, and sebum on the rise during summer, consumer demand has grown simultaneously for calming troubled skin and hydration/barrier reinforcement. Products that combine both benefits ranked high, showing that summer skincare routines now require a dual-track approach—calming and hydration delivered together.
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irecipe : Cica PDRN Blemish Clear Toner Pad
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Torriden : Balanceful Cica Control Serum
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O'earth : HYALURONICICA 7sec SERUM IN AMPOULE
Minimal Routine + Hybrid Product Trend Continues
As consumers seek shorter, more efficient routines, hybrid products with multiple functions in one continued to perform strongly in September following their rise in August. While August was led by sun care hybrids, September saw hybrid products gaining traction across sun care, men’s grooming, and skincare, highlighting a broadening trend. This reflects not only the desire to reduce steps, but also a wider consumer shift across the beauty market toward time- and cost-efficiency.
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GYEOLHAUS : Ultra Moisture Jojoba Serum & Cream → A 2-in-1 serum + cream format that shortens routines while boosting hydration
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irecipe : Watery Touch Essence Sun Balm → Multi-functional sun care with UV protection, hydration, and essence benefits
(Based on Hwahae internal data as of August 31, 2025)
Check out and utilize the complete September 2025 trending ranking at a glance!
Haircare Trending Ranking
Key Haircare trend Insights
Multi-Oil Care – From Hair to Skin in One Step
Natural oils such as jojoba, argan, and rosemary, along with mild, low-pH formulas, are gaining strong attention. This reflects growing consumer demand for safe and gentle ingredients in haircare, much like in skincare. Recently, the trend of managing hair at a skincare-level standard has expanded, fueling the rise of multi-oil treatments. Natural oils are now recognized as core ingredients that simultaneously deliver hydration, shine, and scalp soothing, positioning themselves at the center of multi-functional care routines.
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Desert Essence : 100% Pure Jojoba Oil
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S.NATURE : Jojoba Oil
Scalp & Hair Loss Care Goes Mainstream
Products addressing hair loss symptoms and scalp health ranked prominently this month. Once limited to specific age or gender groups, scalp and hair loss care have now become a core part of everyday routines. Consumers increasingly treat the scalp like facial skin, expecting hair loss prevention, scalp strengthening, and soothing benefits all in one.
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LABO-H : Hair Loss Care SHAMPOO
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8grow : Pro-vit B5 hair tonic
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HANARIN : Postbiotics Anti Hair Loss Shampoo
Proteins & Natural Oils – Expanding as Dual Core Solutions
This month’s ranking highlights the prominence of products formulated with proteins and natural oils (jojoba, argan, rosemary, etc.). These ingredients go beyond basic hydration, providing damaged hair repair and scalp nourishment within multi-care formulas. Proteins are increasingly associated with strengthening, elasticity, and volume, making them essential in anti-hair loss shampoos and repair masks. At the same time, natural oils, valued for their safety, mildness, and shine-enhancing benefits, are aligning with the trend of treating the scalp like skin, driving rapid consumer adoption.
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Check out and utilize the complete September 2025 Haircare Trending ranking at a glance!
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