Analysis of K-beauty search and sales data from 'Amazon Prime Day 2026,' held from June 23rd to 26th, revealed new trends emerging, even as skincare continues to be the market's core.
Notably, the 'skinification' trend, which involves treating the scalp and hair like facial skin, has spread, indicating an expansion of K-beauty interest into the scalp and hair care sectors. While traditional hair care focused on cleansing and hair strand management, the emphasis has now shifted to improving scalp health and utilizing functional ingredients.
Concurrently, Medicube became the top overall search term on Amazon US, while Laneige's 'Lip Glowy Balm' and 'Lip Sleeping Mask' secured 1st and 2nd place in the lip balm category. COSRX's 'Snail Mucin Serum' also ranked 26th overall in Beauty & Personal Care, demonstrating the strong performance of major K-beauty brands.
These Prime Day results indicate that K-beauty is expanding its credibility beyond simple skincare into adjacent categories like functional ingredient-based scalp and hair care. It also suggests that consumers are making purchasing decisions based on high trust in proven efficacy and ingredients.