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K-beauty’s next chapter centers on 'whole self' wellness

K-beauty’s next chapter centers on ‘whole self’ wellness

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2026 Trend Keywords (CJ Olive Young)

Korea’s beauty industry is shifting from surface-level aesthetics to a broader pursuit of personal balance, according to a trend report from CJ Olive Young that frames 2026 around a single concept: feeling whole.

The country’s largest beauty retailer released its “2026 Trend Keywords” report on Friday, using the acronym “fullmoon” as a metaphor for wholeness, the overarching theme shaping beauty and wellness consumption through 2025 and 2026.

The report outlines eight sub-trends reflecting how younger consumers, particularly those aged 15-24, are redefining self-care as a daily, integrated practice rather than an occasional indulgence.

At the core is the rise of “early wellness,” a shift that sees teenagers and young adults proactively managing sleep, stress and skin health. Olive Young’s purchasing data shows double-digit annual growth in wellness product consumption among this age group since 2022, signaling a normalization of health-focused routines well before adulthood.

In place of rigid regimens, consumers favor what the report describes as “healthy pleasure” — easy, enjoyable wellness habits. Functional drinks, gummies and snack-style supplements are gaining traction, as are sleep-related products. Sales of sleep health supplements at Olive Young reportedly surged more than 300 percent year-over-year, with melatonin leading demand alongside ingredients such as GABA and vitamin B derivatives.

Wellness is also being folded into beauty itself. Products infused with vitamins and minerals now span skin care, body and hair care, allowing consumers to address health concerns without adding steps to their routines.

Makeup, too, is evolving. Hybrid products that combine color with barrier care and soothing ingredients are driving the growth of “skincare-focused makeup,” blurring the line between treatment and cosmetics.

The report suggests shoppers increasingly evaluate makeup based on ingredients as much as pigmentation or coverage, pushing brands toward naturally derived formulations and dermatology-inspired color cosmetics.

Beyond wellness, the report highlights trends including Generation Z’s experimental approach to luxury, the merging of aesthetic procedures with home care, and the growing role of AI-driven personalization. Together, they point to a beauty market less about transformation — and more about alignment.

yoohong@heraldcorp.com

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5 Lipstick Trends That Will Switch Up Your Look In 2026

5 Lipstick Trends That Will Switch Up Your Look In 2026

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Right now, beauty fans aren’t just delighting in party makeup looks – they’re already welcoming in the new season trends. More specifically, the lipstick trends 2026, which are set to feature on next year’s style agenda.

To bring you a guide that’s truly expert-led, Glamour reached out to top makeup artist Lisa Caldognetto to get her thoughts on the key lipstick trends for the year ahead. Generally, she says, the next few months are going to see us be more creative with lipstick looks – from the shape, to the colour and even playing with different textures.

So, whether you’re a red lipstick fan or die-hard nude lipstick wearer, these are the trends to save now and recreate later.

Lipstick trends 2026

90s-meets-00s with a modern twist

The ‘90s influence has been clear in fashion and beauty for a few years now, along with a more recent sprinkling of the ‘00s. This pairing is set to shape next year’s best lipstick trends: “We’re seeing this huge, nostalgic, Y2K–90s [influence] meeting a modern look,” says Lisa. “I think we’re going to see a lot of lip liner still in mauves and browns with a defined shape, and it’s still going to be really glossy and build volume.”

She adds that nude and pastel glosses are also coming into the mix, but “that lip liner just gives it some kind of weight.”

Kosas Hotliner Hyaluronic Acid Contouring Lip Liner

Yves Saint Laurent Loveshine Plumping Lip Oil

Berry tones

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8 Beauty Trends That Will Be Huge In 2026 & 8 We're Swapping Out

8 Beauty Trends That Will Be Huge In 2026 & 8 We’re Swapping Out

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According to semi-permanent makeup expert Sian Dellar, “brow trends for 2026 blend a return to natural-looking shapes with a desire for low-maintenance polish” – in other words, brows that look like your own, just more refined thanks to softer lamination techniques and even “embracing natural sparseness without heavy styling,” she adds.

The popularity of ‘baby brows’, in particular, is set to skyrocket as people continue to prioritise simpler beauty routines. Think “soft and minimally defined brows — enhancing, not transforming, the natural shape,” says Sian. Created by only laminating the first inch at the start of your brow, baby brows marry a natural look with the softly crafted arches of fluffed up brows.

Kosas Brow Pop Dual-Action Defining Pencil

Kosas Brow Pop Dual-Action Defining Pencil

Shades: 10 | Cruelty-Free: Yes | Brush: Yes

Why we love it: Kosas’ formula features a range of nourishing ingredients including panthenol provitamin B5 and castor oil, both of which are effective at encouraging hair growth. The vegan, cruelty-free pencil (which is also free from artificial fragrance, silicone, mineral oil or microplastics) is a bit of a 2-in-1 for defining brows and also helping them look their best long term.

In: Anti-gravity hair

Out: Sleek blowouts

“Big, bold, and unapologetically playful—this season is all about exaggerating and embracing voluminous, anti-gravity silhouettes,” says Kate Moss’ haristylist, Sam McKnight. “Think hair that’s larger than life, full of attitude, and effortlessly textured.”

Likewise, anti-gravity hair takes the cloud curls trend that went viral in 2025 and ups the ante. It’s still about embracing fluff and diffused texture but in 2026, it’s also about giving hair a distinctly ‘90s nostalgic vibe, including resurrecting space buns but in a modern way.

Best of all, achieving the look is refreshingly simple. First and foremost, it’s about amplifying your hair’s natural texture with texturising sprays and volumising mousses before locking in the height with hairspray.

Tristan Fewings/Getty Images

Hair By Sam McKnight Cool Girl Barely There Texture Hair Mist

Moroccanoil Curl Control Mousse

Color Wow Cult Favourite Firm + Flexible Hairspray

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Look like a star with the latest makeup trends.

4 celebrity makeup looks to try: from fluffy brows to metallic eyeshadow trends

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Look like a star with the latest makeup trends.

PHOTO: Getty Images/Gallo Images

Be among those who shape the future with knowledge. Uncover exclusive stories that captivate your mind and heart with our FREE 14-day subscription trial. Dive into a world of inspiration, learning, and empowerment. You can only trial once.

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These Are the 8 Best Beauty Trends of 2025

These Are the 8 Best Beauty Trends of 2025

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Short hair dominated 2025, but the two cuts in particular that were seen on every celebrity and cool girl we love were the classic bob and the bixie. The bob cut is universally beloved and works on pretty much everyone, which is why it continues to trend every year. “You can tailor it endlessly; soft edges with movement or something a little more sculptural,” says celebrity hairstylist and co-founder of RŌZ Mara Roszak. “It’s ’90s, it’s ‘French Girl,’ both of which have been big trends in beauty this year.”

As for the bixie, which you can think of as a hybrid bob and pixie, it’s another ’90s cut that has found a resurgence for anyone looking for versatility. “It’s short enough to feel fresh and liberating, but not so cropped that it’s a drastic change for most clients,” celebrity hairstylist and groomer Charley McEwen once told Vogue. “It brings together the structure of a pixie with the softness and layering of a bob, which makes it really wearable.”

And 2026 doesn’t seem to be the end of short hair’s reign. Roszak predicts that we’re about to see more “lived-in” versions of the bob. “Less sharp, architectural lines and more roundness, natural bends, and cuts that grow out incredibly well,” she says. “We’re moving toward hair that feels more personal and expressive rather than overly polished.”

A Blush Renaissance

Irina Shestakova / Gallery Stock

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Blurred Lips Are The Cool-Girl Makeup Trend To Try This Winter

Blurred Lips Are The Cool-Girl Makeup Trend To Try This Winter

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In recent weeks the look has gone viral on TikTok and Instagram, with makeup artists and creators trying to copy it. As makeup artist Tanielle Jai previously told Glamour, kissable lips are one of the biggest beauty trends to watch especially heading into 2026, with semi-matte balms popular among brands like Chanel Beauty, Violette_Fr, Saie and Louis Vuitton Beautè.

“I think we’ll be seeing less emphasis on defined lip liner and more of that ‘bitten lip’ look inspired by Korean and French beauty trends,” Tanielle says. “It’s a soft, blurred, just-kissed, lived-in matte style that feels effortless.”

Park has kept light-lipped about her method, but creator Ivan Lam recently shared a Park-inspired tutorial on how to get the blurred-lip look. “It always has the signature Nina Park touch,” Lam says in the video. “It looks like your natural self but better, which I really love right now.”

First, Lam starts by prepping the lips with the Prada Beauty Hydrating Lip Balm, letting it sit on skin to hydrate. Next, he takes a cool-tone lip liner from Make Up for Ever and overlines the cupids bow. To get that signature blurred look, he uses a smudging brush to diffuse the colour.

“What [Park] kind of does is smudge it out so it’s never a solid line,” Lam says. Then, he layers it with a rosy liner from Makeup by Mario to add back some definition and colour. Lastly, he tops things off with the Nooni Hydrating & Plumping Lip Oil in a rosy pink colour, to “give life back” into the lips, tapping the product on with his finger.

“The liners are really cool toned, which is why I think the makeup looks so good,” Lam says. “It’s a mixture of cool tone and warm tones.” In the comments, Park gave her seal of approval: “In love with this,” she wrote.

Make Up For Ever Artist Colour Pencil – 600 Anywhere Caffeine

Makeup by Mario Ultra Suede Sculpting Lip Pencil

Nooni Hydrating & Plumping Lip Oil – Applecherry

This story was originally published on Glamour US.

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Gen Z Minimal Makeup Trends in India Market 2024 and Brands

Gen Z Minimal Makeup Trends in India Market 2024 and Brands

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Lifestyle

-Oneindia Staff


Updated: Monday, December 15, 2025, 8:34 [IST]

Gen
Z
in
India
is
choosing
minimal
makeup
brands
more
often.
They
like
a
clean,
simple
look
that
feels
light
on
the
skin.
They
also
care
about
price,
skin
health,
and
honest
labels.
This
shift
is
changing
how
brands
make
and
sell
products
for
young
buyers
today.

Many
Gen
Z
users
want
makeup
that
looks
like
real
skin.
They
do
not
want
thick
layers
or
harsh
colours.
A
light
base,
soft
blush,
and
clear
lip
tint
are
popular.
Minimal
makeup
brands
offer
sheer
formulas.
These
give
a
fresh
look
that
suits
daily
college,
office,
and
travel
life.

India’s
Gen
Z
favors
minimal
makeup,
valuing
natural
looks,
skin
health,
and
honest
labels.
This
shift
involves
sheer
formulas,
budget-friendly
options,
and
supports
skin
positivity,
impacting
brand
approaches
for
this
demographic.

Social
media
trends
also
support
this
natural
style.
Short
videos
show
“no-makeup
makeup” routines.
These
routines
use
few
steps
and
light
coverage.
Young
people
feel
this
fits
their
real
life
better
than
heavy
glam
looks.
It
feels
more
honest
in
photos,
videos,
and
in
person.

Indian
Gen
Z
buyers
read
product
labels
with
care.
They
want
makeup
that
also
helps
skin
health.
Minimal
makeup
brands
often
add
care
ingredients
like
aloe,
niacinamide,
or
vitamin
C.
This
appeals
to
users
dealing
with
acne,
dark
spots,
and
oily
skin
in
a
humid
climate.

Many
also
fear
clogged
pores
from
full
coverage
products.
Light
tints,
serum
foundations,
and
breathable
powders
feel
safer.
These
products
promise
a
smooth
look
without
hiding
the
skin.
This
focus
on
gentle
formulas
fits
the
daily
needs
of
students
and
young
workers.

Simple
Routines
and
Busy
Lifestyles

Gen
Z
spends
time
balancing
studies,
side
jobs,
and
hobbies.
They
do
not
want
long,
complex
makeup
routines
each
morning.
Minimal
makeup
brands
sell
multi-use
sticks,
lip-and-cheek
tints,
and
quick
brow
products.
These
save
time
and
space
in
a
bag
or
hostel
room.

Simple
routines
also
reduce
stress
about
getting
ready.
A
few
trusted
products
are
easier
to
use
than
large
kits.
Young
users
can
do
their
makeup
on
the
metro,
in
a
cab,
or
during
short
breaks.
This
flexibility
matches
fast
city
life
across
Indian
metros
and
smaller
towns.

Budget-Friendly
Choices

Many
Gen
Z
buyers
have
limited
budgets.
They
look
for
good
value
and
clear
pricing.
Minimal
makeup
often
needs
fewer
products
to
create
a
full
look.
This
lowers
the
total
spend
compared
with
heavy
contour,
highlighter,
and
multiple
base
layers.

Indian
minimal
makeup
brands
also
offer
smaller
packs
and
combos.
Trial
sizes,
mini
tubes,
and
travel
kits
help
users
test
shades
easily.
They
can
build
a
small,
smart
kit
instead
of
a
large,
costly
stash.
This
helps
students
manage
money
while
still
following
trends.

Influence
of
Social
Media
and
Celebrities

Social
media
platforms
shape
how
Gen
Z
sees
beauty.
Many
creators
talk
about
skin
texture,
acne,
and
real
pores.
They
show
before-and-after
looks
with
thin
layers
of
product.
This
normalises
light
coverage
rather
than
a
full
face
of
heavy
makeup.

Young
film
stars
and
digital
creators
also
appear
with
softer
looks.
Dewy
skin,
fluffy
brows,
and
tinted
lips
are
common
on
shoots
and
events.
When
fans
see
trusted
faces
use
minimal
makeup
brands,
they
are
more
likely
to
try
the
same
style
and
products.

Demand
for
Honest
and
Clean
Labels

Gen
Z
buyers
in
India
want
clear
details
on
what
goes
on
their
skin.
They
check
for
claims
like
“fragrance-free,”
“non-comedogenic,” and
“dermatologist
tested.”
Minimal
makeup
brands
often
highlight
short
ingredient
lists
and
fewer
irritants.
This
supports
trust
in
a
crowded
beauty
market.

Many
young
users
also
ask
about
cruelty-free
and
vegan
options.
They
follow
brand
pages
to
see
proof
of
such
claims.
When
a
brand
is
open
about
sourcing
and
testing,
it
gains
loyal
users.
This
focus
on
honesty
matches
Gen
Z
values
on
fairness
and
care.

Gender-Neutral
Appeal

Minimal
makeup
brands
often
use
neutral
colours
and
simple
packaging.
This
makes
products
feel
open
to
all
genders.
Gen
Z
is
more
relaxed
about
makeup
as
a
form
of
self-care
rather
than
just
beauty.
Light
tints
and
clear
balms
feel
less
linked
to
old
gender
rules.

Some
young
men
and
non-binary
users
prefer
soft
coverage
to
hide
dark
circles
or
marks.
They
may
feel
shy
using
bold
products.
Minimal
makeup
gives
them
small,
easy
steps
to
feel
confident.
Brands
that
avoid
strong
gender
cues
get
more
acceptance
within
this
group.

Suitability
for
Indian
Skin
Tones
and
Climate

Indian
Gen
Z
wants
shades
that
match
deeper
and
warm
skin
tones.
Minimal
makeup
brands
focus
on
flexible
tints
that
blend
across
many
tones.
Sheer
formulas
can
adapt
better
in
a
diverse
country
with
many
complexions.
This
reduces
the
risk
of
ashiness
or
mismatch.

Climate
also
plays
a
role.
Heat
and
humidity
can
break
down
thick
layers.
Lightweight
formulas
last
longer
and
feel
more
comfortable.
Oil-control
tints,
sweat-resistant
bases,
and
transfer-minimising
lip
products
are
in
demand.
These
features
help
users
stay
fresh
through
long
commutes
and
workdays.

Support
for
Skin
Positivity

Gen
Z
often
talks
about
acne,
scars,
and
texture
openly
online.
They
support
skin
positivity
movements
that
accept
flaws.
Minimal
makeup
supports
this
idea
by
not
fully
hiding
the
skin.
It
softens
marks
but
does
not
erase
them.
This
balance
feels
honest
for
many
young
users.

Brands
that
avoid
harsh
filters
and
heavy
editing
gain
trust.
When
product
photos
show
real
pores
and
lines,
buyers
feel
seen.
This
links
minimal
makeup
with
mental
comfort,
not
just
outer
looks.
Many
choose
such
brands
to
avoid
pressure
for
a
perfect
face.

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5 Holiday 2025 Makeup Trends That Bring Maximum Glam

5 Holiday 2025 Makeup Trends That Bring Maximum Glam

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The Target in Soho was the hardest door in New York City this week — and I’m only being a little facetious. Olivia Ponton, Evan Mock, Paloma Elsesser, and Sai De Silva were all milling around the newly redesigned store, where the entrance corridor is now a walk-through bullseye. That’s where I ran into the guest of the evening: Katie Jane Hughes, whose curated beauty edit was displayed front and center on the first floor.

If anyone was going to handpick a lineup of drugstore-priced staples, it’s Hughes. The celebrity makeup artist — known for her work with Dua Lipa and affectionately dubbed “the internet’s go-to makeup artist” — has built a loyal following on Instagram and TikTok by sharing tutorials and tricks (like pinpoint shading) and reminding everyone that technique matters more than trends.

Still, Hughes — both online and in her own aesthetic — has found a way to blend the two, and her look that night proved it. She rocked a monochrome “toasted” moment with brown eyeshadow, a matching lip, and a warm wash of blush. Admittedly, saying “toasted makeup” out loud couldn’t be more embarrassing — but Hughes just laughed. “Listen, nothing is new anymore,” she said. “Remember the blueberry milk nail trend? It’s just baby blue. But if it gets someone excited to try something new when they normally only wear beige, then I think it’s amazing.”

Her Target beauty edit has the same effect. It’s packed with products that might nudge you outside your comfort zone or help you double down on the classics — like the Real Techniques brush and sponge set; Prequel’s Nourishing Oil Cleanser for the skin care-obsessed; e.l.f.’s viral Halo Glow Blush; and Maybelline’s Serum Lipstick in 005, her pick for “the perfect peachy tone.”

Below, Hughes shares her picks of the buzziest holiday makeup trends of the season — all of which you can pull off with the products above.

1Tightlining & Micro Wings

“We’re moving into a more delicate, whispery wing. The trick is to keep it really close to the lash line as opposed to committing to anything too big.”

2Frosty Pink Monochrome

“It’s the best color ever. Put it everywhere — on the eyes, lips, Cupid’s bow, cheeks. I’m obsessed. Anything shimmery or frosty just looks opulent.”

3The New Red Lip

“Red lips have gotten an update in that they’re more sheer than opaque or matte. It feels a bit like you’ve put a powder eyeshadow on your lips, buffed it in, and layered clear balm over the top. It’s not a wet or dry look. It’s lined with a contour pen — almost like a Korean-kissed, powdery pout.”

4“Cinnamon Girl” Tones

“Beiges, browns, and berries — as opposed to bright red — can be more versatile, especially if you think about every product in your makeup bag as multi-use. If you’ve got an eyebrow pencil with two ends, use it as your eyeliner. If you’ve got a blush that’s cream, use it on your lips. If you’ve got an eyebrow pencil that works with your skin tone, use it as a lip liner.”

5Satin Skin

“2016 makeup is coming back, but in a more elevated way. The skin isn’t as heavy. Maybe the eye and lip are bold, but the complexion has an editorial finish. Getting that satin skin really starts with the prep. Exfoliate with a face cloth — literally go downstairs at Target and buy a five-pack of any thin washcloth that has a little bit of abrasion to it. Your skin is going to take the makeup like butter.”

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Less is more: Το νέο Mistletoe Makeup Trend κολακεύει κάθε επιδερμίδα με μόνο τρία προϊόντα

Less is more: Το νέο Mistletoe Makeup Trend κολακεύει κάθε επιδερμίδα με μόνο τρία προϊόντα

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Το blush είναι η καρδιά του look. Δίνει στα ζυγωματικά μια φυσική ροδαλή λάμψη, σαν να σε φίλησε μόλις κάποιος.

Αν ψάχνεις το ιδανικό γιορτινό μακιγιάζ που δείχνει φρέσκο, ρομαντικό και φυσικό, το Mistletoe Makeup είναι η απάντηση. Η νέα τάση που έχει κατακλύσει τα social media υπόσχεται να δημιουργήσει το «just‑been‑kissed» αποτέλεσμα.

Ροδαλά ζυγωματικά, ματ, φυσικά χείλη και ένα φωτεινό, φρέσκο πρόσωπο. Το καλύτερο; ταιριάζει σε όλες τις επιδερμίδες, από τις ανοιχτόχρωμες μέχρι τις πιο σταρένιες επειδή βασίζεται στην φυσική λάμψη και όχι σε έντονο contouring ή υπερβολικά βαριά βάση. Είναι ιδανικό για όσες αγαπούν το “less is more” και θέλουν ένα μακιγιάζ που δείχνει φρέσκο και ρομαντικό, χωρίς να φαίνονται βαμμένες. Και φυσικά, δουλεύει σε κάθε περίσταση: από casual χειμερινές μέρες μέχρι ραντεβού, πάρτι ή γιορτινές εξόδους.

@jazcrushartistry

Τρία προϊόντα αρκούν

Το μυστικό του Mistletoe Makeup βρίσκεται στην απλότητα. Δεν χρειάζεσαι εκατοντάδες προϊόντα ή περίπλοκες τεχνικές, τρία είναι αρκετά:

  1. Κρεμώδες ή υγρό ρουζ: Το blush είναι η καρδιά του look. Δίνει στα ζυγωματικά μια φυσική ροδαλή λάμψη, σαν να σε φίλησε μόλις κάποιος. Ιδανικά εφαρμόζεται με τα δάχτυλα και σβήνεται απαλά προς τα ζυγωματικά.
  2. Ματ κραγιόν / lip tint: Τα χείλη πρέπει να δείχνουν φυσικά, λίγο “δαγκωμένα” και αβίαστα. Μια ροζ ή κόκκινη απόχρωση που απλώνεται απαλά με τα δάχτυλα είναι ιδανική επιλογή.
  3. Ελαφριά, φυσική βάση: Skin‑tint ή ελαφρύ foundation αρκεί για να ενισχύσει τη λάμψη του δέρματος.

@aimeetwistartistry

Στα μάτια προτιμάται ελάχιστο μακιγιάζ, ίσως λίγη καφέ μάσκαρα και διακριτική σκιά ή καθόλου. Το focus παραμένει στα ζυγωματικά και τα χείλη. Το αποτέλεσμα; Ένα νεανικό, φρέσκο, ρομαντικό look που φαίνεται effortless αλλά παράλληλα σικ και γιορτινό.

Δεν χρειάζεται να ξοδέψεις ώρες μπροστά στον καθρέφτη: λίγα προϊόντα, λίγα δευτερόλεπτα εφαρμογής και είσαι έτοιμη να κλέψεις τις εντυπώσεις σε κάθε έξοδο. Το Mistletoe Makeup είναι η τάση που αποδεικνύει ότι λιγότερο σημαίνει περισσότερο και ότι ένα φυσικό, φωτεινό πρόσωπο μπορεί να είναι το πιο εντυπωσιακό statement των φετινών γιορτών.

Bye-bye ρυτίδες: 8 αντιγηραντικές κρέμες που αξίζει να έχεις στο νεσεσέρ σου αυτή την εποχή

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