Sun Powder, Fixers, and Deodorants: ‘Survival Beauty’ Emerges as Leading Trend in June O.Y SALE

press release

Sun Powder, Fixers, and Deodorants: ‘Survival Beauty’ Emerges as Leading Trend in June O.Y SALE

2026.06.04

4min

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CJ OLIVE YOUNG’s analysis of the first four days of the June O.Y SALE (May 31–June 3) identified ‘Survival Beauty,’ focused on UV, heat, sweat and odor care, as a key summer trend in Korea. Searches for ‘sun powder’ rose 284% year over year, while ‘body odor’ and ‘scalp odor’ searches increased 98% and more than 80%, respectively, as the sale runs through June 6.

Sun care drew the most attention from customers. During the first four days of the O.Y SALE, ‘sunscreen’ ranked as the second-most-searched term on the OLIVE YOUNG online mall. Another trend gaining traction is ‘sun layering,’ which involves applying sunscreen before heading outdoors and regularly reapplying portable sun care products throughout outdoor activities.

Sun care products are also becoming increasingly diverse. Consumers are choosing and layering different formulations depending on their needs and activities, from lightweight, hydrating sun serums to convenient, no-touch sun sticks and sprays, as well as sun powders that leave makeup with a soft, matte finish. During the O.Y SALE period, searches for ‘sun powder’ on the online mall surged 284% year over year. UV protection is also expanding beyond the face and body to other areas, with products such as UV-protective hand creams and hair mists gaining attention.

Interest in products that help manage sweat and body odor has also increased. During the first four days of the O.Y SALE, searches for ‘body odor’ on the online mall rose 98% year over year, while searches for ‘scalp odor’ increased by more than 80%. In response, OLIVE YOUNG is offering deodorants in a range of formats, including roll-ons, sprays, and wipes alongside traditional stick types.

Since April, OLIVE YOUNG has been running its ‘Survival Beauty’ campaign, curating beauty and wellness products across four themes designed to help consumers navigate hot and humid weather: UV Care, Oil & Sweat Control, Cooling Care and Trouble Care. Products aligned with these themes also ranked among the O.Y SALE’s top sellers, including goodal Heartleaf Soothing Moisture Sun Cream, Biore UV Aqua Rich Aqua Protect Mist, and so natural All Day Tight Make Up Setting Fixer.

The O.Y SALE runs through June 6, with 32,000 products available at special prices or as promotional sets. Summer-focused trend products include Rael Airy Cool Cotton Blended Cover Pads, LABO-H UV Protector 365 Roll-On Sun Serum, REJURAN Inner Dot DNA Glow Jelly, BRINGGREEN Aloe 97% Soothing Gel, Snuggle Fabric Refresher, Shingmulnara Light Watery Sun Gel, Anua Heartleaf 77 B3Zinc Soothing Serum, Cell Fusion C Post α First Cooling Mask Sheet, and Flimeal Protein Shake.

During the event, the online mall is also offering limited, first-come, first-served discount coupons three times a day at midnight, noon, and 6 p.m. Customers can receive up to KRW 10,000 off purchases of KRW 40,000 or more, as well as an OLIVE BETTER 10% discount coupon worth up to KRW 4,000. These coupons can be used at both OLIVE YOUNG’s online and offline stores.

“Notably, this O.Y SALE has shown how ‘Survival Beauty’ is emerging as a new summer beauty trend,” said an OLIVE YOUNG representative. “Moving forward, we will continue to lead beauty trends through curation that anticipates customer needs and introduces products that meet those needs.”

The O.Y SALE is OLIVE YOUNG’s regular promotional event held four times a year (March, June, September, and December), offering trendy beauty and wellness products at special prices along with a range of promotional benefits.

CJ OLIVE YOUNG announced that an analysis of purchase data from the first four days of the June O.Y SALE (May 31–June 3) found ‘Survival Beauty’ (a trend centered on protecting skin and hair from UV rays and heat as hot weather arrives earlier than usual) emerging as a key summer beauty trend in Korea. Sun care drew the most attention from customers. During the first four days of the O.Y SALE, ‘sunscreen’ ranked as the second-most-searched term on the OLIVE YOUNG online mall. Another trend gaining traction is ‘sun layering,’ which involves applying sunscreen before heading outdoors and regularly reapplying portable sun care products throughout outdoor activities. Sun care products are also becoming increasingly diverse. Consumers are choosing and layering different formulations depending on their needs and activities, from lightweight, hydrating sun serums to convenient, no-touch sun sticks and sprays, as well as sun powders that leave makeup with a soft, matte finish. During the O.Y SALE period, searches for ‘sun powder’ on the online mall surged 284% year over year. UV protection is also expanding beyond the face and body to other areas, with products such as UV-protective hand creams and hair mists gaining attention. Interest in products that help manage sweat and body odor has also increased. During the first four days of the O.Y SALE, searches for ‘body odor’ on the online mall rose 98% year over year, while searches for ‘scalp odor’ increased by more than 80%. In response, OLIVE YOUNG is offering deodorants in a range of formats, including roll-ons, sprays, and wipes alongside traditional stick types. Since April, OLIVE YOUNG has been running its ‘Survival Beauty’ campaign, curating beauty and wellness products across four themes designed to help consumers navigate hot and humid weather: UV Care, Oil & Sweat Control, Cooling Care and Trouble Care. Products aligned with these themes also ranked among the O.Y SALE’s top sellers, including goodal Heartleaf Soothing Moisture Sun Cream, Biore UV Aqua Rich Aqua Protect Mist, and so natural All Day Tight Make Up Setting Fixer. The O.Y SALE runs through June 6, with 32,000 products available at special prices or as promotional sets. Summer-focused trend products include Rael Airy Cool Cotton Blended Cover Pads, LABO-H UV Protector 365 Roll-On Sun Serum, REJURAN Inner Dot DNA Glow Jelly, BRINGGREEN Aloe 97% Soothing Gel, Snuggle Fabric Refresher, Shingmulnara Light Watery Sun Gel, Anua Heartleaf 77 B3Zinc Soothing Serum, Cell Fusion C Post α First Cooling Mask Sheet, and Flimeal Protein Shake. During the event, the online mall is also offering limited, first-come, first-served discount coupons three times a day at midnight, noon, and 6 p.m. Customers can receive up to KRW 10,000 off purchases of KRW 40,000 or more, as well as an OLIVE BETTER 10% discount coupon worth up to KRW 4,000. These coupons can be used at both OLIVE YOUNG’s online and offline stores. “Notably, this O.Y SALE has shown how ‘Survival Beauty’ is emerging as a new summer beauty trend,” said an OLIVE YOUNG representative. “Moving forward, we will continue to lead beauty trends through curation that anticipates customer needs and introduces products that meet those needs.” The O.Y SALE is OLIVE YOUNG’s regular promotional event held four times a year (March, June, September, and December), offering trendy beauty and wellness products at special prices along with a range of promotional benefits.