[Sports Seoul | Reporter Wi Su-jeong] This year, "Slow Aging" has solidified into a major beauty trend. Consumers are moving past the hide-the-signs approach of traditional anti-aging and embracing "Intent Aging"—accepting aging as natural while deliberately slowing its pace. That shift is now a cross-generational value. It’s also shaping Family Month gift choices in May, where practical, high-performance beauty products that help preserve a loved one’s healthy glow topped the list.
What began with people in their 20s and 30s has spread to those in their 40s, 50s, and 60s. Beauty platform Hwahae reports searches for retinal—a key Slow Aging ingredient related to retinol—jumped 500% year over year. The surge suggests consumers aren’t just fearing aging; they’re focusing on building skin resilience and self-repair through daily routines—a longevity mindset.
As a result, Family Month shoppers favored functional products and at-home devices that deliver measurable, everyday benefits over flashy items that offer only temporary satisfaction.
Skincare has expanded beyond the face to include the scalp and body. As thinning hair is increasingly seen as a sign of aging, interest in hair-loss care solutions has surged.
Scalp-care brand Refilled is leaning on cADPR, a patented ingredient developed by Seoul National University medical researcher Dr. Yang Mi-kyung after 30 years of study. The Booster Pro helps ease hair-loss symptoms and is gentle enough for sensitive scalps—making it a thoughtful gift for parents or friends concerned about thinning hair. For Family Month, Refilled rolled out a value-focused Olive Young promotion to meet demand.
Prestige beauty brands have also jumped into the Slow Aging movement. Amorepacific’s Sulwhasoo is promoting Yoonjo Essence, a proprietary formula designed to boost the skin’s natural recovery, while Lancôme strengthened its high-performance anti-aging lineup with a Génifique gift set led by ambassador Shin Min-a.
At-home beauty devices that eliminate trips to clinics or spas were another Family Month favorite.
THOME ran an early-bird promotion to make its ultrasound-based The Glow Signature more accessible, while premium home-beauty brand Quadthera boosted gift appeal with a Noble Mother-of-Pearl Box edition that blends advanced tech with traditional craftsmanship.
An industry insider said, “Slow Aging has moved beyond a passing fad and become a lifestyle habit. For Family Month, consumers who want to give the gift of youth are increasingly choosing high-performance products and devices with professional-grade technology.” wsj0114@sportsseoul.com
