"Melting" Surged 75% in US Cushions, Japan Interest Growing 🚀

We analyze e-commerce data from platforms like Amazon, Sephora, Ulta, Walmart, Target, and Olive Young etc, covering over 1 Billion+ Data. 

Collaborating with Daily Vanity Singapore, Trendier AI highlights 8 emerging Korean skincare ingredients poised to redefine beauty routines in 2025. The findings were also presented at Beauty Expo Taipei 2025 (Messe Frankfurt GmbH), where we highlighted a clear shift in consumer focus:

• From acne repair to skin barrier reinforcement

• From early prevention to slow-aging, skin-boosting actives

Among the eight standout ingredients discussed, three are drawing particular attention across markets:

1. NAD+ – Closely linked to the desire for youthful, resilient skin, NAD+ reflects the growing intersection of skincare and wellness science.

2. NMN – Positioned as a next-generation anti-aging ingredient, NMN is already gaining traction in Japan’s beauty trade shows.

3. TECA – A purified form of Centella Asiatica, TECA has evolved from its acne-care roots and is now recognized for broader skin-repair and barrier-support benefits.

#Melting emerged as a top new review trend on Qoo10 Japan, reflecting consumers’ growing desire for cushion foundations with soft, cream-like textures that blend seamlessly into the skin. Leading this trend is AGE 20’s Velvet Lasting Pact.

1. Emerging Review Keyword (Jan–Feb '25)
   The term #Noni Extract is newly rising in cushion foundation reviews on Naver, indicating a growing consumer interest in natural, skin-enhancing ingredients with skincare benefits.
   
   

2. Top Product: CHOCHOSLAB Vitamin C Glow Cushion 
   This cushion features SPF50+ PA+++, Vitamin C, and a vegan-friendly formula. It’s most praised for its brightening effect, smooth application, and comfortable wear, aligning with the trend toward hybrid makeup + skincare solutions.
   
   

3. Positive Keyword Highlights
   Review Keywords like #Moist, #Natural, and #ToneUp dominated reviews, suggesting the cushion delivers a fresh, dewy finish ideal for daily use.

The latest digital shelf analysis reveals AGE 20’s as the most dominant brand, leading the rankings with 6 appearances on Coupang, reinforcing its grip on affordable yet performance-driven K-beauty. Meanwhile, Jung Saem Mool and HERA demonstrate consistent cross-platform presence, showing strength in both mass and premium segments.

💰 Platform Price Insights 

• Coupang: ₩27,318 — budget-friendly, K-beauty focused

• Naver: ₩36,630 — balanced pricing, both indie and prestige

• Kurly: ₩57,584 — luxury-skewed, featuring high-end global names like La Mer and Estée Lauder

🇰🇷 K-Beauty Continues to Reign
Local brands such as AGE 20’s, Jung Saem Mool, HERA, Miba, Espoir, and MERZY not only dominate in quantity but also in consumer trust and visibility. Their rise reflects the enduring demand for innovation, glow-focused formulations, and savvy online marketing in Korea’s competitive beauty space.

Take a sneak peek at the top 10 cushions on Naver below or simply click the image to read the full report 👇

In Q4 2024, scar care products in Korea are gaining traction as consumers prioritize gentle yet effective skincare. Three standout items are leading the trend: Innisfree’s Bija Trouble Lotion, praised for its #Bija Seed Oil and #BHA formula that’s light, moisturizing, and great for teens with troubled skin; IOPE’s Super Vital Set, a trusted anti-aging solution featuring #Retinol and #Collagen, loved for its whitening and skin-comforting effects; and Phytomer’s Oligoforce Special Set, packed with #Vitamin C and #Hyaluronic Acid, offering deep hydration and softness—especially for sensitive skin.

These products highlight a strong demand for multifunctional, soothing scar care in the beauty market.

Different skin concerns call for different solutions—and certain ingredients are quietly gaining attention around the world. Vitamin C, for instance, has seen notable growth in both the US (+35.71%) and South Korea (+36.12%), with SKIN & LAB’s Vitamin C Brightening Serum being one standout product.

In Japan, the Glutathione Ampoule Toner topped sales charts in January 2025, backed by nearly 9,600+ reviews from November to January 2025. Meanwhile, the Bakuchiol Eye Serum is steadily climbing in popularity, especially in Japan and the US—ranking #7 in eye cream sales and growing 78.35% on Amazon US in November 2024.

Discover their rising products that are gaining attention across Korea, Japan, and the U.S.—from skincare essentials loved by beauty communities to innovative formulas that are making waves on global shelves!