Trending Now: Setting Spray, K-Beauty, and Hair Oil

In our June Trending Now report, we dive into key themes shaping beauty consumers' choices - measured both through search interest and market data. Below we touch on the key themes which were trending this past month.  

Prep & Last

A continuation of the Complexion Perfecting trend in our May 2022 Trending Now report, the face category — including everything from setting spray to primer — is once again a focus for consumers.

The Data

Google searches indicate consumer demand for products that prime and set their makeup look. On average, there are 57.5K monthly searches for setting powder and 110.8K for setting spray, +45% and +65% to LY, respectively. While setting products are not new, they have seen increased search volume over the past year as beauty routines return.

The Takeaways

• Makeup made a comeback in 2022, and consumers are looking to put their best, #filtered face forward as they re-enter society.
• A continuation of "skintification" (as reported last month), searches for terms like "hydrating" show that consumers want a primer that will amplify their current skincare routine. Brands should emphasize added benefits and ingredients to stand out in this oversaturated market.
• Consumers are seeking skin priming products across all formats — eyeshadow (19.4K AMS) and mascara (7.2K AMS) priming products are also increasing in demand. Still relatively low in search volume, there's time to get in on any iterations of this trend.

K-Beauty Comeback

More than ten years after penetrating the US market, K-beauty is more in demand than ever, riding the popularity of the “skin first” movement. Searches for Korean skincare hit a 10-year high in January 2019; its second highest peak came in May 2020, as lockdowns and remote work ushered in a change in personal care routines.

The Data

On average, there are 48.5K monthly searches for Korean skincare, +85% to LY and +100% to 2020. K-beauty is all about taking the time to care for your skin, rather than masking it with lashings of heavy products. The ‘skin first’ philosophy has undoubtedly fueled demand for products like sheet masks, eye patches, and pimple stickers.

The Takeaways

• The Korea Customs Service and Korea Cosmetic Association has released data showing South Korean cosmetics exports climbed 16.1% to reach nearly $7.6 billion in 2020 after dipping 4.2% in 2019. Allied Market Research forecasts that K-beauty sales will advance at an annual growth rate of 9%, going from $10.2 billion in 2019 to $13.9 billion by 2027.
• Big in Korea (as well as on TikTok), fermented ingredients have the potential to boost the skin barrier, plus the naturally occurring bacteria prolongs the shelf life of products, which is appealing to eco-conscious consumers.
• Cleansers have seen a resurgence since the onset of the pandemic. People are investing more in their skincare routines with more time at home. Over one-third of cleanser users report using products multiple times per day, laying the foundation for double cleansing (a K-beauty method) to thrive.

Hair Oiling

This year hair health became a top priority, and consumers are seeking new ways to strengthen and nourish their strands. On TikTok, hacks like washing with cold water and heatless curls have gone viral, while the 5,000-year-old ritual of #hairoiling (aka - hair slugging) has 37.6M views.

The Data

This year, consumers returned to the ancient ritual of hair oiling thanks to its rise in popularity on TikTok. On average, there are 134K monthly searches for hair oil, +31% to LY. Searches hit a 15-year high in May 2020 and continue to top pre-pandemic levels. Demand for hair oil reveals consumers' desires to strengthen and nourish strands without the lengthy process of salon treatments and supplement routines.

The Takeaways

• According to The NPD Group, haircare sales have continued to increase, with the category seeing 36% year-over-year sales growth to over $619 million in the third quarter of 2021. Brands are looking to stand out in 2022 with plant-based oils that tackle consumers' top concerns, such as hair loss and dandruff.
• As consumers embrace all things healthy and glowy, high-shine locks emerge as the hair look of the moment. In January 2022, Sol de Janeiro launched a glossy hair oil, while April 2022 brought a slew of new oils from Squigs, Act+Acre, and ​​Curlsmith.
• Oil formats specific to the hair category have gained traction with the rise of scalp and hair oils. Where will the oil product format go from here? How else can consumers use oils? Recent launches point to the lip and nail categories.

To learn more about what's trending this month, download the abbreviated report here.  Clients have exclusive access to the full report here.

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