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What are you searching for?
Texturizing powder is trending with an average of 14.9K monthly searches and a +152.3% growth in searches compared to last year.
October 6, 2024
By: Lianna Albrizio
Associate Editor
Gone are the days when a few spritzes of hair spray did the trick to polish off a look.
From texturizing powders to anti-humidity sprays and braid gels, hairstyling options are infinite. While some consumers prefer a streamlined routine, analysts at Spate say others enjoy stocking up on an arsenal of products to keep their manes in tip-top shape.
Per the beauty trend tracker, the fastest-growing hair styling products on search in the US are texturizing powders and clay pomades.
Texturizing powder is trending with an average of 14.9K monthly searches and a +152.3% growth in searches compared to last year. This trend is taking off on TikTok with a +939.1% increase in views over the past year, averaging 8.7 million weekly views, and a 68.3% TikTok Shop view share. This finding reflects that the platform and content’s eligibility for commission is driving significant views for this trend.
In recent content, young men share their favorite products, often bought on TikTok shop, to achieve more volume and texture. Standout creator Dillion Latham proves influencer marketing is critical for brand with thousands of consumers eager to replicate his style.
The trend is also growing on Google, showcasing a broader demographic appeal. Consumers are looking to improve their hair texture with help from popular brands like Redken Powder Grip, Base Body Works Texture Powder, Davines Dry Texturizer, Ethos Texture Powder and Slick Gorilla Powder.
Searches for clay pomade have been rising, averaging 2.9K monthly searches with a +48.4% growth compared to last year. Several brands are capturing consumer interest, according to search data. Among them are: Arcadian Clay Pomade, Baxter of California Clay Pomade, Jack Henry Clay Pomade, Jack Black Clay Pomade, Slick Gorilla Clay Pomade and Reuzel Clay Matte Pomade.
Search data, however, shows consumers’ struggle to understand the product. Analysts notice they are keying in the difference between clay and regular pomade. Spate encourages brands to capitalize on this behavior by releasing educational content through influencers on TikTok where views for related content have grown by +163.0% compared to last year, with an average of 692.5K weekly views.
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