Qoo10 reports on shifting beauty trends and seasonal consumer habits

Qoo10, operated by eBay Japan G.K., has released new data regarding consumer trends in beauty and seasonal fashion.

In its “Mega Debut” sales rankings for July 2026, the top-selling item was ViveLab’s REVIVE THERAPY HAIR BROW LASH SERUM. Other top five products included Dr. Lean pineapple enzymes, BABREA velvet mist fix powder, VIVIDMONTAGE protein pouches, and Notty Curly zinc booster toner.

Additionally, a survey of 500 working women aged 20–50 regarding “seasonal shifts” revealed that over 80% feel the traditional autumn season is disappearing due to climate changes. Despite this, autumn remains the top choice for favorite weather and fashion/makeup seasons. The survey found that 70.2% of respondents plan to purchase autumn clothing, with over half budgeting less than 10,000 yen. Approximately 30% of consumers prioritize clothing that can be reused across spring, summer, and winter to maximize value due to the shorter autumn season.