PR TIMES Inc. analyzed data on 8,544 beauty-related press releases published on its press release distribution service "PR TIMES" in the first half of 2026 (January 1 to June 30), and has released a ranking of trend words in the beauty category and trends in how they are communicated.
The analysis found that new faces such as "PDRN" and "peptide" grew among skincare ingredients. Among cosmetic colors, "mute colors" rose 2.1 times, and among textures, "light, light-feeling wear" increased. Press releases on beauty appliances also rose 12.6% year on year, and keywords such as "high-performance" and "gua sha" surged.
Beauty trend word developments in the first half of 2026
Overall press release volume and growth in beauty appliances
The total number of beauty-related press releases in the first half of 2026 tends to be down year on year, but by category, beauty gadgets (beauty appliances) grew substantially, up 12.6% year on year. Inner beauty also rose slightly, by 1.4%. The company analyzes that this half-year was a period in which changes in trends could be read not just from the total count but from the growth of specific keywords.
New faces rise among skincare ingredients
While communication about standard ingredients is trending slightly down, communication about new groups of ingredients is increasing. "PDRN (polydeoxyribonucleotide)," which is drawing attention as a firmness and glow ingredient, rose 1.5 times from the previous year and had the largest increase. "Peptide" is also increasing, and "azelaic acid" and "hydrolyzed collagen" have also grown.
In actual communications, many skincare and makeup products were launched promoting formulas that combine PDRN with niacinamide or hyaluronic acid.
In cosmetics, "dusty and nuanced colors" and "light textures" grow
For cosmetic (makeup) colors, nuanced shades with reduced saturation and warm mid-tones are increasing. "Mauve" ranked first in increase over the previous year, and "mute colors" grew 2.1 times. Keywords such as "brown," "nudie" and "mocha" are also trending up.
In actual communications, announcements of new lip and eye color products that tone down color payoff and emphasize blending with the skin and shading, such as "muted colors" and "deep muted mauve," stood out.
For textures, "light, light-feeling wear" grew the most, and other words describing the feel of use, such as "veil," "milky" and "snug adhesion," increased. On the other hand, the company reports that words describing decorative finishes, such as "matte," "sparkly/glitter" and "Korean-style," are trending down.
Hair care focuses on "lightness" and "salon finish at home"
Among words describing hair care finishes, "lightness" rose 1.8 times from the previous year and had the largest increase. "Translucency," "smooth comb-through," "care for curly or wavy hair" and "salon finish" also increased. In terms of ingredients, repair ingredients such as "keratin," "ceramide" and "CMC" have grown.
Because hair care's "salon finish" and beauty appliances' "at home / home care" and "salon-level" are all among the rising words, it appears that the trend of "serious care at home" is spreading across categories.
Beauty gadgets surge with "high-performance" and "gua sha"
Beauty appliances (beauty gadgets) recorded the largest increase in count among the six categories. Among benefit and appeal words, "high-performance" rose about 6 times and "at home / home care" increased. Among technical functions, "gua sha" rose about 7 times, and "iontophoresis" and "microcurrent" increased.
Many announcements of products and campaigns, such as cordless irons and professional-grade hair dryers, emphasized recreating a salon finish at home. The company analyzes that rising words in both technical functions and benefits are driving the increase in the count for this category as a whole.
Keyword changes in inner beauty and men's beauty
In inner beauty, words leaning toward "keep going and keep in shape," such as "protein," "inner care," "beautiful skin and beauty habits" and "protein (tanpaku-shitsu)," increased.
Although men's makeup and skincare fell in count, "eyebrows," "pore care," "evolution" and "prevention" grew. The results suggest that communications rooted in daily care habits are spreading.
Holding the "6th Joint Touch-Up Event" using the trend data
PR TIMES has decided to hold the "6th Joint Touch-Up Event," a real-world event that uses this beauty trend analysis data, in Tokyo on Wednesday, November 18, 2026. It has begun recruiting exhibiting brands.
This event offers media professionals and social media influencers a chance to interact with brand representatives and try and cover products on the spot. Since its start in 2023 it has been held five times; at the most recent one in July 2025, about 300 media professionals and social media influencers attended and 22 brands exhibited.
At the 6th event, the beauty trend data shown in this report is scheduled to be updated to the 2026 edition and used in planning and booth composition. In addition to trends continuing from the first half, the latest autumn and winter information will also be announced.
Event overview and recruitment of exhibiting brands
Event name: 6th Joint Touch-Up Event
Date and time: Wednesday, November 18, 2026, 11:00-18:00
Venue: Tokyo (details will be provided to exhibitors and registered visitors)
Attendees: Media professionals (reporters, editors, etc.), social media influencers, beauty experts, etc. (planned), about 300 in total
Number of exhibiting brands: Up to 35 brands
Application deadline: Wednesday, September 30, 2026
PR TIMES says that dedicated planners will provide hands-on support to exhibiting brands, from planning that makes use of its data to media training. So that existing products also become a place for new encounters, it plans to turn brand representatives' top-pick items and development stories into content and distribute it to attendees as a booklet.
Inquiries and requests for materials about exhibiting are accepted through the form below.
