From J-Beauty to convenient self-care: 3 trends reflected in Oriola's latest assortment additions
Consumer expectations in beauty and wellbeing continue to evolve. Interest in effective skincare, convenient self-care solutions and functional vegan products is influencing purchasing decisions across the category. Monitoring consumer trends and category developments is an important part of building a relevant assortment. Three recent additions to our Finnish assortment highlight some of the trends currently shaping the beauty and wellbeing market.
20.8.2026
1. Japanese skincare continues to attract consumers
Japanese skincare, often referred to as J-Beauty, has gained increasing international attention through its focus on simple routines, effective formulations and hydration-focused products.
One example is Hada Labo Tokyo, one of Japan's best-known skincare brands, which has expanded its presence in Oriola's Finnish assortment with new GLOW and MEN products designed to support healthy-looking, well-moisturised skin.
2. Self-care is becoming more convenient and portable
Health and wellbeing routines are no longer limited to the home. Consumers increasingly seek products that fit seamlessly into busy everyday lives and support wellbeing throughout the day.
HAAN Mouth Spray reflects this trend. The vegan formula contains xylitol and offers an easy way to maintain freshness on the go through a compact and easy-to-carry format.
3. Functional beauty products continue to gain importance
Consumers increasingly expect beauty products to deliver clear benefits while aligning with personal preferences such as vegan formulations.
Hairmate's new Pure Volume range combines everyday performance with vegan haircare, designed to add natural volume and texture while maintaining a light and manageable feel.
From trends to assortment development
The latest additions to Oriola's Finnish assortment is a good exammple of how building a relevant assortment is about more than just adding new products. It requires understanding how consumer needs evolve and identifying brands and products that address these emerging preferences.