What Olive Young is (and why it sets the standard)
When people talk about "what works in Korea," one retailer is the compass: Olive Young. Founded in Seoul in 1999, it is by far Korea's number-one beauty retailer: more than 1,380 stores, over 85% of the health-and-beauty store market, and around $4.2 billion in 2025 revenue (5.83 trillion won, up 21.8% year on year).
Why it matters to you: Olive Young's charts and annual Awards are built on the real sales of millions of Koreans, widely seen as some of the most demanding skincare shoppers in the world. These aren't influencer picks, they're sales data. And the trends usually reach the West six to twelve months later, so following them puts you ahead.
The trends rising in 2026
According to Olive Young data, three signals stand out this year:
- Niacinamide: searches up roughly 26% year on year, the most in-demand glow/oil-control active.
- PDRN (from salmon DNA): +90%, the new repair star.
- "Capsule" creams and gel-creams: searches surging (up to +1,379% for "capsule cream"), a shift toward next-generation hydrating textures.
The top 10 Korean best-sellers
Picked from Olive Young's rankings, with prices observed at Stylevana (one of our partners). The essentials in one line each.
1. Beauty of Joseon — Relief Sun: Rice + Probiotics SPF50+
The cult sunscreen: lightweight, non-greasy finish, invisible under makeup. Koreans rebuy it on repeat. ≈ €32.40 · Shop on Stylevana →
2. COSRX — Advanced Snail 96 Mucin Power Essence
The snail-mucin essence that repairs and plumps the barrier. An absolute, gentle, all-purpose classic. ≈ €17.50 · Shop on Stylevana →
3. Ma:nyo — Pure Cleansing Oil
The No.1 cleansing oil in the charts for years (2M+ bottles sold). Melts off makeup without a film. ≈ €30.59 (pack of 2, ~€15.30 each) · Shop on Stylevana →
4. Anua — Heartleaf 77% Soothing Toner
The houttuynia toner that calms redness and soothes reactive skin. A minimalist-routine star. ≈ €20.69 · Shop on Stylevana →
5. Torriden — DIVE-IN Low Molecular Hyaluronic Acid Serum
Low-molecular hyaluronic acid serum: deep hydration, watery texture. One of the country's best-selling serums. ≈ €35.07 (pack of 2, ~€17.50 each) · Shop on Stylevana →
6. SKIN1004 — Madagascar Centella Ampoule
Pure centella to soothe and strengthen the barrier, at a tiny price. Perfect to start with. ≈ €5.69 · Shop on Stylevana →
7. Isntree — Hyaluronic Acid Toner
A gentle hydrating toner, packed with hyaluronic acid, ideal in thin layers. ≈ €16.96 · Shop on Stylevana →
8. Round Lab — 1025 Dokdo Toner
Mineral toner with Dokdo sea water: hydrates and rebalances without stripping. ≈ €8.00 · Shop on Stylevana →
9. Numbuzin — No.3 Skin Softening Serum
The 'baby skin' serum: smooths texture and brightens dull tone. Viral in Seoul and beyond. ≈ €18.75 · Shop on Stylevana →
10. Beauty of Joseon — Glow Deep Serum: Rice + Alpha Arbutin
Rice and alpha-arbutin for a brighter, more even tone. Gentle, effective, affordable. ≈ €11.90 · Shop on Stylevana →
Popular doesn't mean right for YOU
A best-seller in Seoul was designed for Korea's often-humid climate. In Paris or elsewhere in Europe, dry air, indoor heating and hard water change your skin's needs by city and season. A hero product can be perfect for your neighbour and useless for you.
That's exactly what Fiomio does: the free diagnostic crosses your skin type, your concerns and your city's climate to tell you which of these actives truly suit you, and why.
Sources
- Olive Young Global, Best Sellers
- Olive Young, statistics & facts (Statista)
- The Korea Herald, Olive Young
- Olive Young Best Sellers 2026 (knok)
- Best Korean beauty products at Olive Young (Marie Claire)
Affiliate links: Fiomio may earn a commission if you buy through these links, at no extra cost to you. Independent editorial selection, never sponsored. Indicative Stylevana prices, subject to change.