The Vogue Business Beauty Trend Tracker

The increasing interest in polypeptides suggests a consumer focus on both advanced anti-ageing and skin rejuvenation, coupled with a desire for high-performance ingredients in skincare. The popularity of heartleaf and snail mucin in search data indicates interest in traditional Korean skincare ingredients that work. Searches for kojic acid highlights a rising demand for brightening and hyperpigmentation-targeting ingredients, emphasising a growing desire for even skin tone and alternative acid products. The prominence of polyglutamic acid signals a growing preference for intense hydration and moisture retention.

The growing popularity of split end trimmers in search highlights a consumer interest in hair tools that proactively support hair health. The sustained growth in searches for chebe hair butter suggests interest in natural and traditional ingredients, reflecting a preference for holistic and culturally-inspired beauty solutions when it comes to haircare. Searches for hair pre-wash reveals consumers are not concerned with adding more steps to their cleansing routine, and hope to get the most out of their wash day. The interest in lightweight conditioners and hair bonding treatments suggests consumer demand for effective yet weightless solutions, indicating a desire for products that balance nourishment with a non-greasy, manageable feel.

The increasing search interest in Hers suggests a consumer shift towards personalised and inclusive haircare solutions with a desire for products tailored to individual needs. The popularity of Aromatica points to a rising demand for sustainable beauty choices, coupled with a growing consciousness about the environmental impact of haircare. Dae Hair’s search prominence indicates a preference for brands that focus on botanical ingredients and simplicity in haircare routines. The search trend for SGX NYC and Necessaire emphasises a consumer interest in innovative formulations and packaging, showcasing a demand for modern, aesthetically-pleasing products that also deliver effective results.

The increasing focus on haircare products without sodium sulphate suggests a consumer preference for gentler and sulphate-free formulations, reflecting a growing awareness of potential irritants across haircare. The popularity of pectin in search data indicates a trend towards natural and plant-based ingredients that are still effective. The growth in searches for ciclopirox reveals a rising demand for specialised and targeted treatments, as well as a shift towards solutions that address specific scalp or hair concerns. Searches for melatonin alongside haircare reflects a growing interest in holistic approaches to hair health. The prominence of Ayurvedic oil suggests a consumer inclination towards traditional and culturally-inspired beauty practices, showcasing a desire for time-tested natural remedies in haircare routines.