Rosemary Oil and Caffeine Lead Top-Searched Shampoo Ingredients; Body Serum Spreads in Popularity

Shampoo ingredients are constantly evolving relative to the trend cycle, per New York City-based market research firm Spate. 

 

Currently, the top ingredients searched alongside shampoo in the US by year-over-year (YoY) growth are rosemary oil and caffeine. 

 

Mielle Organics Rosemary Mint Scalp & Hair Strengthening Oil has been on the rise since July 2021, recently capturing the interest of popular TikTok creators like Alix Earle. This product has driven much of the interest in rosemary oil alongside hair, which is now up +52.1% YoY. Many searchers are curious about its effect on hair regrowth. If product developers’ hair products already contain rosemary oil, Spate says there exists great opportunity to highlight it, alongside other growth-stimulating ingredients. And it doesn’t stop at hair; rosemary oil as a related search is up +11.9% YoY alongside skincare. 

In addition to rosemary oil, caffeine is another trending ingredient searched on Google. While there is some research to suggest that caffeine may have a positive effect on hair growth, evidence remains limited. Regardless, many people are interested in caffeine shampoo for hair loss and this is evident in the search data: caffeine as a related search is up +30.4% YoY alongside hair. 

In the last month, views for #bodyserum on TikTok have grown +15.9%. It is one of the fastest-growing TikTok bath and body trends this month. This trend, Spate says, is an important reminder for brands to extend the focus of skincare from the face and neck to the rest of the body.

 

With the introduction of TikTok data into the Spate dashboard, users can compare TikTok views and consumer searches to understand which trends present a good opportunity for marketing as well as product development.