Since 2022, @cosme has established the "@cosme Trend Forecasting Department." This department forecasts future consumer insights and beauty trends based on changes in awareness seen from sales trends at @cosme STOREs, reviews, and other related data, as well as its expertise as a beauty platform. [Full version] The "@cosme Trend Forecasting Department" was established to forecast future consumer insights and beauty trends based on changes in consumer awareness derived from analysis of reviews posted on @cosme, sales at @cosme stores, and other related information such as user surveys, and its expertise as a beauty platform. This department has now keyworded the trends for the first half of 2026.

▶@cosme predicts the next trends for the first half of 2026!What's coming next in beauty? | Best Cosmetics

Trend keywords for the first half of 2026 announced by the "@cosme Trend Forecasting Department"

☑Biyu~tea Time (Beautiful Bath Time)
☑Proactive Body Part Care
☑Ultra-Sparkling Melo Cosmetics
☑Immersive Beauty
☑Expanding Skin Protection Market
☑Japan Pride Cosmetics


From the six carefully selected "Next Trend Keywords" for the first half of 2026, six NAIA products were certified as related products for four of these keywords.

■Trend Keyword: "Biyu~tea Time (Beautiful Bath Time)"

Certified Product: Noto Hiba Aroma Bath Salts

View product page on @cosme

What is "Biyu~tea Time (Beautiful Bath Time)"?

Concerns about "skin fatigue" from the intense summer heat and discomfort from winter temperature fluctuations are evolving how people spend their bath time. High-priced products are popular for those who luxuriate in baths, while highly functional time-saving items are popular for those who want a quick and easy bath, including "bath campers." "Self-care bathing," where one chooses the "pampering method" that suits them on any given day, is likely to become the standard for self-care going forward!

■Trend Keyword: "Expanding Skin Protection Market" and "Immersive Beauty"

Certified Product: Rice Bandage Cream

View product page on @cosme

What is the "Expanding Skin Protection Market"?

While "ingredient buying" has become established, attention is also gathering on products for sensitive skin. The frequency of appearance of terms like "sensitive skin," "fluctuating skin," and "measures for fluctuating skin" is on the rise. As a result of trying highly functional ingredients (active approach), people are realizing their skin's delicacy, and the demand for sensitive skin products (protective approach) is expanding. The market is also becoming more active, and skin care that balances "active and protective approaches" may become the mainstream!

What is "Immersive Beauty"?

In addition to fatigue from the intense summer heat, Japan's "sleep problems" are becoming more serious to the extent that the Ministry of Health, Labour and Welfare has pointed out their worsening, and the sleep support market is expanding. There is a growing awareness that sleep is not merely rest but an active time for "recovery," and the frequency of appearance of the word "recovery" is increasing. Consumption that improves sleep quality and restores mind and body, including sleep tech and inner care, is likely to become even more diverse in the future!

■Trend Keyword: "Japan Pride Cosmetics"

Certified Products:
・Aqua Cleansing Gel
・Kikusumi & Sake Kasu Face Wash Foam Kusunoki
・Sake Kasu Clear Essence Lotion
・Komenuka Precious Serum Emulsion
・Noto Hiba Aroma Bath Salts
・Rice Bandage Cream

View product page on @cosme



View product page on @cosme



View product page on @cosme



View product page on @cosme



View product page on @cosme



View product page on @cosme