Trending Now: Tinted Moisturizer, Barrier Repair, and Ketoconazole Shampoo

In our September 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.

Fresh For Fall

Consumers are looking to glow up their beauty routine this fall with multi-purpose products that offer skin-boosting benefits.

The Data

An evolution of the no-makeup makeup look, consumers are looking to get the glazed donut skin look this fall with light coverage moisturizers formulated with better-for-you ingredients. Top related searches include "SPF tinted moisturizer" and "glow tinted moisturizer," indicating that consumers are looking for multi-purpose benefits as they prime and prep their skin for the day.

The Takeaways

• According to the 2022 “Makeup Attitudes and Usage Report” from NPD, approximately 70% of makeup wearers in the U.S. have returned to previous routines or are wearing more makeup than last year, and new launches cater to consumer preference for multi-purpose products.
• Joah Beauty’s new Perfect Complexion Eye Serum Concealer is an innovative 2-in-1 product that combines under-eye skin care and coverage. Available in 10 shades, the serum is enhanced with ceramides and peptides to hydrate and reduce puffiness while delivering buildable coverage to hide dark circles and brighten the eyes.
• Incubator Beaubble launched a makeup collaboration with content creator Avrey Ovard, BBxAvrey. The first influencer-fueled product revealed from the BBxAvrey collection is Diamond Cherry Balmshell, a hydrating lip balm with a buildable, sheer tint of cherry color and shimmery finish. The formula features shea butter, raspberry seed oil, meadowfoam seed oil, and vegan squalane to nourish and condition lips.

Barrier Repair

The rise in active acids and in-office chemical peels is driving demand for products that support and strengthen the skin barrier. Consumers are focused on long-term solutions and skin health rather than quick fixes.

The Data

The skin barrier is the outermost layer of skin that fights off irritants and pollutants to keep deeper dermal layers healthy and hydrated. Damage to the barrier can lead to dryness, sensitivity, and skin inflammation.

Searches for barrier repair peaked in January 2022 and continue to soar as sensitive skin conditions proliferate. According to NPD, 71% of Millennials use skincare formulated for sensitive skin.

The Takeaway

• Skin barrier conversations have reached mainstream status. The hashtag #skinbarrier has 1.2 billion views on TikTok, where videos provide advice on how to heal a damaged skin barrier.
• Consumers frequently search "how to repair the skin barrier" and "how to repair the moisture barrier," indicating they want to be educated as they soothe and alleviate stressed-out skin. Use these touchpoints to educate the consumer on the do's and don'ts of barrier repair.
• Acne is also being searched alongside barrier repair, indicating that over-exfoliating, active acids and chemical peels have led consumers to search for answers to their skin concerns.

Clinical Hair(care)

Concerns like hair loss and dandruff are top of mind, and consumers are turning to clinically proven solutions to promote healthy hair and scalp.

The Data

According to The Benchmarking Company (TBC), consumers wash their hair at least 2 to 3 times per week. On average, over half admitted they have between 3-5 bottles of shampoo and conditioner in their shower at any time. When purchasing a new shampoo or conditioner, 97% seek specific benefits to address their hair concerns. Consumers are searching for dandruff shampoo (154.6K AMS) and ketoconazole shampoo (230.5K AMS) to help manage psoriasis, dandruff, and hair loss caused by genetic pattern baldness.

The Takeaway

• This hair category is expected to grow through 2024, averaging 15% gains in the U.S. during the next two years. “Skinification” will continue driving the market in 2023 through targeted hair-related products, including hair and scalp treatments.

• How can brands capitalize on hair loss, dandruff, psoriasis, and other trending concerns? Communicating clinical results, active ingredients, and their benefits will help capture consumer attention.

• Active acids are proven to target specific skin concerns; these ingredients are now being used to supercharge haircare formulas. When incorporated into shampoos, conditioners, and leave-in treatments, certain active ingredients—like hyaluronic acid—can hydrate the scalp and strengthen weak, damaged strands.

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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