Texturizing Powder, Styling Cream Lead Hairstyling Products: Spate

Beauty enthusiasts’ quest for the perfect hair care routine is as intricate as their ringlet patterns!

According to Spate’s Popularity Index, the moment’s fastest-growing hairstyling products are texturizing powder and styling cream.

Texturizing Powder

Texturizing powder is having a moment. Interest is up by +424.3% compared to last year across platforms, analysts say. TikTok owns this trend, holding a 72% popularity share. On TikTok alone, the trend has grown by +897.1% YoY, racking up an average of 11 million weekly views. Meanwhile, the trend has grown on Google by +136.4%, with around 15.7K average monthly searches. As the name suggests, texturizing powder adds texture, grip, volume and a matte finish to the hair.

While brands like Redken, Davines and Hairitage are appearing in top search queries, many are unbranded. That means there’s still plenty of room for new or emerging brands to enter the space and stand out. Interestingly, some of the most searched brands in this space, like Base Body Works and Slick Gorilla, are targeting male consumers. TikTok data supports this with hashtags like #formen and #glowuptips each averaging 1.1 million weekly views, often featuring young men experimenting with grooming and styling. The hashtag #tiktokshop is currently pulling in 2.9 million average weekly views alongside texturizing powder, while #tiktokmademebuyit garners 829.3K.

Styling Cream

Styling cream does more than just help shape your hair. It can tame frizz, add shine, enhance natural texture and even provide heat protection. According to the data, interest in styling cream has grown by +409.6% compared to last year across platforms. TikTok owns this trend with an 86.4% popularity share, and on the platform, interest has surged by +704.6% YoY, bringing in an average of 1.2 million weekly views, analysts say.

On Google, monthly searches average 2.9K, up +53.1% from the previous year. Most searches are product-specific, with consumers looking directly for cult favorites like Moroccanoil Hydrating Styling Cream, Colorproof Moisture Styling Creme, Living Proof TBD Multitasking Styler, Oribe Crème for Style, Paul Mitchell The Cream and Bumble and Bumble Styling Creme.

To new brands trying to break through, analysts say it’s worth investing in creator content or branded articles that compare the product head-to-head with established favorites. Spate says consumers want to know what’s new, what works and what’s better than what they use.

One of the most common uses for styling cream is the trendy slicked-back bun hairstyle. On TikTok, the hashtag #slickbackbun averages 303.6K weekly views, suggesting plenty of opportunity for brands to position themselves as the go-to option for creating this look. There’s also an opportunity to create social content around tutorials, partner with ballerina influencers (bring back the Nutcracker Rat King) and showcase how it works alongside a brand’s other hair products. In terms of hair types, TikTok users engaging with this trend are largely using hashtags like #2ahair and #2bhair (both with 110.7K average weekly views) and #wavyhair (68.8K weekly views), highlighting another avenue for targeted content creation.