Korean beauty dominates the top of the rankings. The hashtag #KoreanSkincare leads the way with $91.1 million in revenue and 4.4 billion views. #KBeauty is close behind with $34.2 million and 1.8 billion views.
The brands Medicube, Dr.Melaxin, and Anua are the most popular among consumers.

Routines over star products
The hashtag #SkincareRoutine, with $57.8 million in revenue and 2.7 billion views, confirms a shift in purchasing behavior. Consumers no longer rely on a single favorite product but are now building complete and consistent routines. According to Charm.io, “consumers prioritize consistency over the long term.” Skin care sets dominate sales, meeting a growing need for simplicity and guidance.

The glow, always the glow!
Hydrated, luminous, and visibly healthy skin: the #GlassSkin trend illustrates the current aesthetic ideal, with $34.7 million in revenue and 1.5 billion views. For Charm.io, “the strength of the revenue generated by this trend shows that consumers are willing to invest in products that promise visible, aesthetic results.” Korean beauty, once again, is driving sales.

Hair growth
The #HairGrowth hashtag has taken center stage, generating $28.1 million in revenue and 2.1 billion views. Postpartum hair loss, thinning hair, scalp health: consumers are no longer …