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Consumers Are Seeking a Mild Alternative to Retinol Products: Spate

Bakuchiol serum, a naturally-derived retinol alternative with similar anti-aging benefits, has been searched over 3,000 times per month in the US.

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By: Lianna Albrizio

Consumers Are Seeking a Mild Alternative to Retinol Products: Spate

Spate, an intelligence platform that spots trends in the wellness and beauty categories, says consumers are seeking a mild alternative to retinol products, one of which is bakuchiol serum. The serum – which is a naturally-derived retinol alternative with similar anti-aging benefits – has been searched a monthly average of 3,300 times in the US. 
 
According to the platform, Bakuchiol serum has grown 22.4% in searches since 2020 and low competition exists with market leaders Herbivore Botanicals and The Inkey List. Retinol being the top ingredient driving the skincare category, a strong demand exists among consumers for such alternatives. 
 
Educating consumers around the benefits of bakuchiol versus retinol is a key area of opportunity to drive product and brand awareness, Spate says. The gentle nature of bakuchiol also lends itself to many formulation opportunities. It can also act as the solution to many consumer searches regarding the use of retinol with other ingredients such as hyaluronic acid, salicylic acid, and glycolic acid. New product formats should also be considered. 
 
What’s more, retinol capsules, which have seen a year-over-year uptick of 65.9%, and retinol sticks are trending within face products and can be a new way to drive innovation in bakuchiol products beyond the serum format. 
 

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