'Cooling beauty' products that cool down overheated skin and scalps while managing sweat and odor are gaining popularity as heatwaves continue. As demand rises for summer skin soothing and managing makeup breakdown and body odor caused by sweat, the range of related products is expanding.
According to industry sources on the 12th, Olive Young has recently dubbed the beauty trend of protecting and caring for skin in extreme heat and humid conditions as 'Survival Beauty,' selectively introducing related products. The company explained that with rising average annual temperatures and an increasing number of heatwave days, the trend is expanding beyond conventional sunscreen products to address complex skin concerns such as heat sensation, excess oil, and breakouts.
Data from Olive Young itself also shows growing interest in beauty products designed to cope with heatwaves. From the 1st of last month through the 10th of this month, deodorant sales aimed at eliminating sweat odor increased by 14% compared to the same period last year. Sales of makeup fixers and powders that keep makeup intact even when sweating surged by 209%. Searches for body odor and scalp odor rose by 75% and 77%, respectively.
'Etude' from Shinsegae International is also seeing increased demand for products that soothe skin heat. Etude's soothing line 'Calming & Comforting' recorded a 25% increase in sales from the 1st of last month through the 10th of this month compared to the same period last year.
Calming & Comforting is a soothing product line developed for sensitive skin, consisting of five items: toner, ampoule, emulsion, and cream. Responding to strong sales, Etude also launched 'Calming & Comforting Cool-down Pads' that cool the skin while managing pores and elasticity. These pads contain Etude's patented ingredient 'Botacalm Complex,' made from six plant extracts with cooling properties, which can lower skin temperature by up to 6.7 degrees immediately after use.
'AGE20'S', a brand under Gyeong San-eop-eun (CEO), launched the cooling product 'Signature Perfect Capture Setting Fixer' that helps makeup last longer. When sprayed on the skin, it provides a cooling effect that lowers average skin temperature by 4.1 degrees.
The scope of cooling products is expanding to include scalps and feet, reflecting growing demand for keeping various parts of the body cool. At AeKyung Industries, sales of cooling shampoos that manage scalp heat and sweat are on the rise. Sales of Black Forest's 'Frozen Line' and 'Cool & Deep Clean · Cool & Soothing Hair Loss Shampoo' increased by 38.5% year-on-year in June, while Kerasys' 'Clinic Scalp Cooling Shampoo' and 'Expert Shampoo Cooling Care' saw a 115% increase. 'Labshin Antibacterial Foot Shampoo Cooling,' which manages foot odor and sweat, recorded a 148% year-on-year sales increase last month.
In the beauty industry, experts believe that as heatwaves persist, cooling functionality has emerged as a new choice for summer beauty products. While past focus was on basic skin care such as sun protection and oil control, recent demand has grown to manage multiple discomforts simultaneously, including skin heat, sweat, odor, and makeup longevity. An industry executive stated, "As heatwaves become part of daily life, consumers' summer beauty concerns are also becoming more segmented." They added, "Cooling functionality, once considered limited to seasonal products, is now expanding across various areas such as skin, scalp, and body, establishing itself as a distinct product category."
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