CJ OLIVE YOUNG announced that an analysis of sales data from its latest O.Y SALE at OLIVE YOUNG Global* revealed a growing shift in international customers’ spending beyond beauty into broader lifestyle categories, including wellness. Wellness products stood out during the sale, which began on June 1, with strong demand for everything from massage tools for managing puffiness to acupressure patches designed to help customers feel refreshed. The trend reflects growing interest in “home spa” routines that bring professional massage and skincare treatments into the home, alongside the spread of K-self-care routines on social media, including K-pop idols’ techniques for managing facial puffiness. As products become increasingly specialized for different areas of the body, including the face, neck and legs, cumulative sales in the massage tools category during the first three days of O.Y SALE surged more than 40-fold year over year. Demand for slimming products also increased ahead of summer. These include health supplements that may help reduce post-meal blood sugar spikes and probiotic products formulated with ingredients that may support body fat reduction. Cutting jelly, a popular diet-friendly snack, also made this sale’s top 10 best-selling products list after gaining attention among global consumers through videos featuring prominent international influencers. The diversification of international customers’ shopping habits is evident not only during promotional events but also in broader annual trends. An analysis of OLIVE YOUNG Global sales data from last year showed balanced growth across categories such as hair care, color cosmetics and health supplements, suggesting that K-lifestyle products are becoming a natural part of consumers’ everyday routines around the world. Shopping trends varied by country, reflecting differences in lifestyles and consumer interests. In Japan, customers showed strong interest in Korean color cosmetics, particularly lip glosses that enhance shine and eyeshadows known for their natural-looking color payoff. As interest in K-beauty continues to grow, Japanese consumers have shown a tendency to respond quickly to new product launches in Korea and make purchase decisions soon after products become available. In the United Kingdom, hair loss care products recorded notable growth. This trend reflects both British consumers’ interest in hair loss management and the influence of Korean hair care routines, which treat the scalp with the same attention given to facial skin. Hair ampoules applied directly to the scalp ranked among the most popular products among British customers last year, while sales in the category increased approximately 11-fold year over year. Wellness products are gaining traction in the United States, particularly single-serving protein shakes in portable pouches. Unlike the large-format protein shakes commonly found in the U.S. market, Korean pouch-style products offer greater portability and a variety of flavors, aligning with American consumers’ preferences. Sales in the sports and protein drinks category at OLIVE YOUNG Global among U.S. customers increased 231% year over year in 2025. Sun care also remained a consistently popular category, accounting for more than half of the top 10 products purchased by U.S. customers last year. Similar K-lifestyle trends are emerging in other markets beyond the United States, Japan and the United Kingdom. In the Middle East, including the United Arab Emirates, ingredient-focused skincare featuring niacinamide, which is known for helping support the skin barrier, has gained popularity partly due to the region’s dry climate, which can leave skin more susceptible to sensitivity. In Singapore, strong consumer trust in K-beauty has translated into broad demand across skincare and color cosmetics, with purchases spanning a wide range of categories. “OLIVE YOUNG Global continues to attract more members and users, particularly among international visitors who have traveled to Korea,” an OLIVE YOUNG representative said. “With more than 10,000 K-beauty and K-wellness products available on OLIVE YOUNG Global, we plan to expand opportunities for customers around the world to incorporate K-lifestyle products into their everyday lives.” As of the end of last year, OLIVE YOUNG Global had approximately 4.53 million members and continued to grow steadily in key markets including the United States, Japan and the United Kingdom, establishing itself as a leading cross-border e-commerce platform for K-beauty. The O.Y SALE is a recurring promotional event held four times a year, in March, June, September and December. The latest sale runs through June 7. * OLIVE YOUNG Global is OLIVE YOUNG's international online mall and e-commerce platform.