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Anti-Aging on Naver: Korean Searches Move From Lifting to Skin Quality
Naver anti-aging searches cooled 29% since winter, yet skin botox rose 19% and retinol worries fell 42%. What Korean consumers now expect, and what serum brands should build next.
Matthieu Danielou
Co-founder & CEO
Korean interest in anti-aging cooled on Naver in 2026. Across 68 tracked topics, the median query lost 29% of its search interest between last winter and this autumn.
That drop hides a clear shift. Koreans search less for structural fixes such as thread or laser lifting, and more for skin quality: skin botox, price checks and visible proof. Retinol has become an everyday active rather than a worry. Here is what a year of daily Naver data says about consumer expectations, product development and influencer content for anti-aging serums.
Why Naver, and How We Read It
Naver is South Korea’s leading search engine, so it is where Korean consumers research skincare. This analysis comes from the Anti-Aging Naver Trends project in Trajaan by Cision:
Source: Naver search trends for South Korea, served by Trajaan
Period: daily data from 9 Nov 2025 to 8 Nov 2026
Scope: 100 Korean queries grouped into 92 topics; 68 analyzed after removing off-topic queries, queries without Naver data and queries with less than 12 months of data
Momentum: average Naver index from August to October 2026 divided by the average from November 2025 to January 2026, minus 1
Category baseline: the median momentum of the 68 topics, −29%. A query above −29% gains share of a cooling category, even when its own momentum is negative
Queries appear in Korean, exactly as searched on Naver, with Trajaan’s English translation in brackets.
Interest Peaked in January, Then Cooled by About 30%
Indexed to each topic’s November to January average (100), the median topic peaked in January at 102, slid through spring and summer, and settled near 70 from July to October.
Period | Monthly median index | Average |
|---|---|---|
Nov to Jan | 99, 97, 102 | 99 |
Feb to Apr | 95, 92, 89 | 92 |
May to Jul | 82, 76, 68 | 75 |
Aug to Oct | 70, 70, 70 | 70 |
October restarted the season for eye care. Compared with September, 눈가 주름 and 눈 주름 (eye wrinkles) rose 44%, 아이 써마지 (eye thermage) 35% and 울쎄라 전후 (Ulthera before/after) 56%.
Skin Quality Rises, Structural Fixes Fade
Naver query (English) | Momentum | vs category |
|---|---|---|
아이오페 레티놀 (IOPE retinol) | +84% | +113 pts |
스킨 보톡스 가격 (skin botox price) | +58% | +87 pts |
검버섯 원인 (causes of age spots) | +36% | +65 pts |
스킨 보톡스 (skin botox) | +19% | +48 pts |
마리오네트 주름 (marionette wrinkles) | +2% | +31 pts |
레티놀 (retinol) | −12% | +17 pts |
울쎄라 전후 (Ulthera before/after) | −15% | +14 pts |
히알루론산 (hyaluronic acid) | −25% | +4 pts |
레티놀 부작용 (retinol side effects) | −42% | −13 pts |
티타늄 리프팅 (titanium lifting) | −48% | −19 pts |
실 리프팅 (thread lifting) | −54% | −25 pts |
레이저 리프팅 (laser lifting) | −57% | −28 pts |
The split is clear. Every lifting procedure falls 48% to 57%, well below the category. 스킨 보톡스 (skin botox), which targets texture and pores rather than structure, rises 19%, and searches for its price rise 58%.
What Korean Consumers Now Expect
Skin quality over lifting: 스킨 보톡스 (skin botox) +19%, while 실 리프팅 (thread lifting) falls 54%
Proof before purchase: 스킨 보톡스 가격 (skin botox price) +58%, and 울쎄라 전후 (Ulthera before/after) up 56% in October
Retinol as a trusted daily active: 레티놀 (retinol) holds at −12%, 17 points above the category, while 레티놀 부작용 (retinol side effects) falls 42%
Targeted zones: 마리오네트 주름 (marionette wrinkles) +2% and 목 주름 (neck wrinkles) −14%, both above the category, while eye wrinkles return each autumn
What a Dermocosmetic Brand Should Build Next
A daily retinol serum built for comfort. Retinol is the largest topic, at about 11,000 searches a month, and the brand query 아이오페 레티놀 (IOPE retinol) rose 84%. Consumers now choose between retinol products rather than question retinol itself.
A skin-booster serum for texture and pores. It answers the same need as skin botox, at home, between clinic visits.
Zone care for the lower face, neck and eyes. These concerns hold up better than the category, and each has a clear season.
A spot and sun-damage corrector. 검버섯 원인 (causes of age spots) rose 36% and peaks in July and August.
Hold back on hydration-only claims: 히알루론산 (hyaluronic acid) fell 25% and 콜라겐 효능 (collagen benefits) 29%, in line with the category.
What to Promote With Influencers, and When
Visible results over weeks: before-and-after diaries, not promises
The serum as daily care between clinic visits
Retinol routines that lead with results, since side-effect worries are fading
Zone close-ups on marionette lines, neck and eyes
Time each benefit to its Naver season:
Window | Focus | Naver signal |
|---|---|---|
Sep to Nov | Skin quality, lower face | 스킨 보톡스 and 마리오네트 주름 rise |
Oct to Feb | Eyes and forehead lines | Eye wrinkles +44% in October |
Jun to Sep | Spots and sun damage | 검버섯 원인 peaks in August |
All year | Retinol routines | 레티놀 flat, about 11,000 searches a month |
Limits of This Read
The Naver index is relative to each query’s own peak, so compare directions, not levels
One 12-month cycle means each seasonal window is seen once
Only one serum query is tracked, 토리 든 세럼 (Torriden serum), so product directions are inferred from the concerns, ingredients and treatments people search
Small queries such as 아이오페 레티놀 (about 1,200 searches a month) move more on small changes
Korean interest in anti-aging cooled on Naver in 2026. Across 68 tracked topics, the median query lost 29% of its search interest between last winter and this autumn.
That drop hides a clear shift. Koreans search less for structural fixes such as thread or laser lifting, and more for skin quality: skin botox, price checks and visible proof. Retinol has become an everyday active rather than a worry. Here is what a year of daily Naver data says about consumer expectations, product development and influencer content for anti-aging serums.
Why Naver, and How We Read It
Naver is South Korea’s leading search engine, so it is where Korean consumers research skincare. This analysis comes from the Anti-Aging Naver Trends project in Trajaan by Cision:
Source: Naver search trends for South Korea, served by Trajaan
Period: daily data from 9 Nov 2025 to 8 Nov 2026
Scope: 100 Korean queries grouped into 92 topics; 68 analyzed after removing off-topic queries, queries without Naver data and queries with less than 12 months of data
Momentum: average Naver index from August to October 2026 divided by the average from November 2025 to January 2026, minus 1
Category baseline: the median momentum of the 68 topics, −29%. A query above −29% gains share of a cooling category, even when its own momentum is negative
Queries appear in Korean, exactly as searched on Naver, with Trajaan’s English translation in brackets.
Interest Peaked in January, Then Cooled by About 30%
Indexed to each topic’s November to January average (100), the median topic peaked in January at 102, slid through spring and summer, and settled near 70 from July to October.
Period | Monthly median index | Average |
|---|---|---|
Nov to Jan | 99, 97, 102 | 99 |
Feb to Apr | 95, 92, 89 | 92 |
May to Jul | 82, 76, 68 | 75 |
Aug to Oct | 70, 70, 70 | 70 |
October restarted the season for eye care. Compared with September, 눈가 주름 and 눈 주름 (eye wrinkles) rose 44%, 아이 써마지 (eye thermage) 35% and 울쎄라 전후 (Ulthera before/after) 56%.
Skin Quality Rises, Structural Fixes Fade
Naver query (English) | Momentum | vs category |
|---|---|---|
아이오페 레티놀 (IOPE retinol) | +84% | +113 pts |
스킨 보톡스 가격 (skin botox price) | +58% | +87 pts |
검버섯 원인 (causes of age spots) | +36% | +65 pts |
스킨 보톡스 (skin botox) | +19% | +48 pts |
마리오네트 주름 (marionette wrinkles) | +2% | +31 pts |
레티놀 (retinol) | −12% | +17 pts |
울쎄라 전후 (Ulthera before/after) | −15% | +14 pts |
히알루론산 (hyaluronic acid) | −25% | +4 pts |
레티놀 부작용 (retinol side effects) | −42% | −13 pts |
티타늄 리프팅 (titanium lifting) | −48% | −19 pts |
실 리프팅 (thread lifting) | −54% | −25 pts |
레이저 리프팅 (laser lifting) | −57% | −28 pts |
The split is clear. Every lifting procedure falls 48% to 57%, well below the category. 스킨 보톡스 (skin botox), which targets texture and pores rather than structure, rises 19%, and searches for its price rise 58%.
What Korean Consumers Now Expect
Skin quality over lifting: 스킨 보톡스 (skin botox) +19%, while 실 리프팅 (thread lifting) falls 54%
Proof before purchase: 스킨 보톡스 가격 (skin botox price) +58%, and 울쎄라 전후 (Ulthera before/after) up 56% in October
Retinol as a trusted daily active: 레티놀 (retinol) holds at −12%, 17 points above the category, while 레티놀 부작용 (retinol side effects) falls 42%
Targeted zones: 마리오네트 주름 (marionette wrinkles) +2% and 목 주름 (neck wrinkles) −14%, both above the category, while eye wrinkles return each autumn
What a Dermocosmetic Brand Should Build Next
A daily retinol serum built for comfort. Retinol is the largest topic, at about 11,000 searches a month, and the brand query 아이오페 레티놀 (IOPE retinol) rose 84%. Consumers now choose between retinol products rather than question retinol itself.
A skin-booster serum for texture and pores. It answers the same need as skin botox, at home, between clinic visits.
Zone care for the lower face, neck and eyes. These concerns hold up better than the category, and each has a clear season.
A spot and sun-damage corrector. 검버섯 원인 (causes of age spots) rose 36% and peaks in July and August.
Hold back on hydration-only claims: 히알루론산 (hyaluronic acid) fell 25% and 콜라겐 효능 (collagen benefits) 29%, in line with the category.
What to Promote With Influencers, and When
Visible results over weeks: before-and-after diaries, not promises
The serum as daily care between clinic visits
Retinol routines that lead with results, since side-effect worries are fading
Zone close-ups on marionette lines, neck and eyes
Time each benefit to its Naver season:
Window | Focus | Naver signal |
|---|---|---|
Sep to Nov | Skin quality, lower face | 스킨 보톡스 and 마리오네트 주름 rise |
Oct to Feb | Eyes and forehead lines | Eye wrinkles +44% in October |
Jun to Sep | Spots and sun damage | 검버섯 원인 peaks in August |
All year | Retinol routines | 레티놀 flat, about 11,000 searches a month |
Limits of This Read
The Naver index is relative to each query’s own peak, so compare directions, not levels
One 12-month cycle means each seasonal window is seen once
Only one serum query is tracked, 토리 든 세럼 (Torriden serum), so product directions are inferred from the concerns, ingredients and treatments people search
Small queries such as 아이오페 레티놀 (about 1,200 searches a month) move more on small changes
Matthieu Danielou
Co-founder & CEO
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