Hot summers in Asia drive 'Cooling Beauty'

An increasingly dry, humid, and difficult climate to endure. Climatic factors, as we already knew, also influence our skin. Asians seem to have taken the lead in this new trend already known as 'Cooling Beauty' or 'Cool Beauty', which means nothing more than the use of cosmetics as something refreshing, while we continue to care for our skin.China, Japan, and Korea are experiencing their hottest summers since records began, and this climatic reality has become a driver of innovation for beauty brands. With temperatures over 40 degrees and a pace of life that, despite this, cannot be stopped, the beauty industry has decided to step forward with refreshing beauty.According to the Seoul Economic Daily, the Japanese market for 'cooling' products reached 58.3 billion yen last year, more than 50% compared to the same period four years ago, which certifies that it is a consumer desire that continues to grow. The period in which these types of products are consumed and purchased is also growing: as the heat arrives earlier and lasts longer, consumer purchases are no longer concentrated solely in July and August, the summer months par excellence; now, they extend from June to September or even October. This year alone, from January to May, the launch of products in Asia related to the cooling beauty trend has grown by more than 45%, and the most successful are serums, eye contours or refreshing patches, hydrating masks, and facial mists and sprays.However, consumers are not content with just the 'sensation'. They want quantifiable facts. It's not enough for it to just refresh; they want products that genuinely lower their temperature in the shortest possible time.In the case of the Chinese consumer, as explained in Jing Daily, an increasing convergence between beauty and wellness is perceived. Consumers pay more attention to their sleep quality, stress management, preventive health, and long-term well-being. As a result, beauty products are increasingly approaching and ceasing to compete among supplements, healthcare, fitness, and lifestyle to coexist in the same terrain. In the case of sun protection, an increase of more than 10% is projected in the case of China for 2028. According to Magic Mirror, the 'cooling beauty' segment grew more than 130% between July 2024 and June 2025. As indicated by the Magic Mirror report, for consumers, the 'refreshing sensation' in their sunscreens is increasingly essential. Last year, refreshing effect spray sunscreen became a 'must' for consumers and a market leader. And this need to acquire refreshing products also increased in the case of men, as they became the main growth driver of the market. The 'instant refreshment' claim experienced strong demand and pushed aside the traditional 'repair after sun exposure' in the case of sunscreens. On Douyin, the reference search engine in China, the term 'cooling' has accumulated more than 10 million searches from January to May. In the case of Korea, in July, searches on online retailers for 'cooling oil-control products' or 'cooling spray' have increased between 1,870% and 160%, respectively, according to an article by Korea JoongAng Daily.In 2023, Amorepacfic launched eight beauty products under the 'Ice Beauty' collection across several of its brands, such as Laneige Water Bank Sherbet Cream, Hanyul's Yuja Freezing Sleeping, and Easy Peasy's Watermelon Ice Stick, all within a new concept that was a mini-fridge to keep cosmetic products fresh.The 'Cooling Beauty' is everywhere and has become one of the fastest-growing trends in multiple formats. These are products that strengthen and protect the skin barrier, which is becoming one of the biggest focuses in skin care this year. For this reason, skin barrier care is a 'sub-trend' seen within this 'macro-trend' in the case of Asians.They also focus on incorporating soothing ingredients, hydration, and formulas that help cope with UV exposure, air conditioning, and seasonal stress.Koreans have also dubbed it 'Survival Beauty' since beauty brands have created a large arsenal of products that allow them to cope with high temperatures in a different way with refreshing patches, wipes or cold compresses for the neck, refreshing shampoos… In Korea in 2025, after the summer of 2024 became the hottest in history, the term 'climate sensitivity' became one of the most searched words by consumers in 2025. On social media, "summer Survival kits" have become popular, showing all the products consumers use to cope with the heat and accumulating millions of views.Extreme temperatures have also led to a surge in sales of some products, such as makeup setting sprays, which, as Korea JoongAng Daily reports, sales have increased by 864% in July compared to the same period last year.Shiseido has one of the most popular products included in the 'Cooling Beauty' trend. Its "Sorbet Serum" is a gel formula that freezes overnight and transforms into a sorbet-like texture, providing immediate relief from redness caused by heat. Kosé has also launched its Infinity Cooling Skincare line with icy textures for skin that shines due to sweat and appears dull from the heat. Kobayashi Pharmaceutical has also incorporated an herbal remedy aimed at sleep disorders caused by tropical hot nights.Again, Asia seems to be at the forefront of this trend. A trend that will soon reach Europe, since here, too, we experience year after year summers with higher temperatures and more extreme weather conditions.One of the main conclusions drawn from this trend is that sensory innovation here is as important and relevant as the ingredient, and that it is a category that goes beyond skin care. It is also present in hair care and we also see it now in the world of fashion.

Hot summers in Asia drive 'Cooling Beauty'

Again, Asia seems to be at the forefront of this trend. A trend that will soon reach Europe, since here, too, we experience year after year summers with higher temperatures and more extreme weather conditions.

Miriam Mora

Journalist and Editor