23 Feb FULLMOON : or the 8 K-beauty Trends in 2026

For 2026, CJ Olive Young selected “FULLMOON” as the keyword to reflect 8  evolving beauty consumer behaviors. FULLMOON represents wholeness and balance. This echoes the current shift in consumer attitudes from appearance-centric beauty to a holistic approach that emphasizes emotional well-being, physical recovery, and long-term health.

FULLMOON as a business signal, not a buzzword

FULLMOON represents wholeness and balance. In business terms, it signals a move away from appearance-led beauty. Consumers now prioritize outcomes such as emotional comfort, recovery, and long-term well-being.

This shift aligns with broader changes in the global beauty and wellness economy. According to the Global Wellness Institute, wellness has become a core spending category rather than a discretionary add-on, with consumers seeking products that improve how they feel, function, and perform in everyday life.

For Olive Young, FULLMOON confirms that beauty retail is evolving into lifestyle infrastructure. Skincare, supplements, body care, and functional food now operate within a single consumer ecosystem.

Photo of @Olive Young

Decoding FULLMOON: Eight consumer shifts reshaping retail

1. Feel Good Wellness

Consumers are pursuing the “healthy pleasure,” wellness that feels light, enjoyable, and realistic enough to repeat every day. Wellness products are increasingly blurring the line between  a “health supplement ” and “ a tasty snack”.

• Supplement brand @KoreaEundan collaborated with illustrator @ChoiGoSim, to design the different emotional stickers for the Mega Dose Immune Shot.
• New emerging superfood supplement brand @EZRUTIN takes inspiration from “easy” + “routine”.

Photo of @Koreaeundan

Key Takeaway for Brands

As Olive Young continues to shape category development and global brand discovery, FULLMOON sends a clear message. Consumers now seek wholeness – emotional comfort, recovery, and everyday well-being are becoming primary drivers of purchase decisions.

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