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TRENDS UPDATE NO. 153

Did you know that more than 150 top beauty brands are using the Spate dashboard to help make critical marketing and product development decisions? Request your free trial today.

 

HAVE A QUESTION? SPATE CAN HELP ✨

Whether you have questions about consumers' latest ingredient obsession or want to know how to position your upcoming product launch, we'd love to support you. Book a meeting with a Spate expert today.

 

NEW REPORT: EUROMONITOR X SPATE: THE IMPACT OF SKINIFICATION

Unavoidable, influential, and trend-setting: TikTok's impact on consumer behavior is undeniable. From entertainment to information, this platform extends its influence offline, shaping purchase decisions. Euromonitor's consumer surveys reveal the profound impact of TikTok on buying habits. Meanwhile, Spate provides brands with quantifiable data on top ingredient trends, offering actionable insights in beauty and beyond.

Download the Spate x Euromonitor report today to understand the impact skinification is having across TikTok views.


TikTok: The Impact of Skinification - Euromonitor x Spate

 

WHAT'S TRENDING? A TOP GROWING INGREDIENT ALONGSIDE HAIR & SCALP TREATMENT ON SEARCH


Everyone is talking about the skinification of the scalp, so here is the ingredient consumers are increasingly looking for more than anything else.

Rosemary Oil + Hair & Scalp Treatment

The Spate POV

While there are no quick fixes or magic pills to combat hair loss, society is often despo to believe that such solutions exist. This is evident in the recent obsession with #scalpcare on TikTok, which is seeing +149.3% Month-over-Month growth and the abundance of scalp serums and oils flooding the market. As a result, we have been closely tracking the most searched ingredients alongside hair and scalp treatments in the US. Currently, consumers have been putting their faith in rosemary oil.

It is understandable to have initially dismissed rosemary oil as a passing fad influenced by recent college graduate Alix Earle, but Google Search data tells a different story. With an average of 119K monthly searches and a YoY growth of +26.0%, rosemary oil is proving to be highly sought after. The top volume hair trends related to rosemary oil are hair oil and hair growth oil, indicating that consumers are actively seeking rosemary oil as a potential solution for stimulating hair growth. While there is competition (Mielle Organics, Hask, and Weleda), there is still ample room for both established heritage brands and trendy newcomers to make their mark. Perhaps a combination of clinical studies, compelling before-and-after TikToks, and a handwritten sans-serif font could be the winning formula.

Interested in learning more? Take a look at the Spate x Symrise Top Rising Ingredient Trend Report to discover the top rising ingredients in the higher level hair care category, skincare, and body care with expert insights and resources from Symrise!

 

At Spate, we're committed to bringing you accessible and actionable data and insights. Whether you're honing your communications strategy, social media copy, or building next year's R&D calendar, we have data that matters for you. Reach out to learn more.

 

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