If 2025 had a beauty “mood,” it was skin-first, science-curious, and comfort-obsessed. Consumers didn’t just shop products—they shopped ingredients, searching and scrolling for proof, performance, and that “I saw it on TikTok” stamp of approval. Here are the skincare ingredients that surged the most in search interest—and what they signal for brands heading into 2026.
Data source: Spate (US Search + TikTok). Comparing Mar 2024–Feb 2025 vs. Mar 2023–Feb 2024; TikTok data ending March 16, 2025.
1) Collagen
Still the undisputed attention magnet. While topical collagen isn’t the same story as ingestible collagen, consumers are using “collagen” as shorthand for bounce, firmness, and recovery, especially across body care, neck, and “crepey skin” conversations.
2) Rice
Rice-powered skincare continued strong; fueled by K-beauty influence and a return to gentle brightening + barrier support. Rice water upgraded with modern textures and sensorial elegance.
3) Growth Factor
Clinical skincare became mainstream. “Growth factors” signal a consumer who wants regenerative, pro-repair positioning, often adjacent to post-procedure routines and “skin longevity”.
4) Shea Butter
Barrier care went from trend to baseline. Shea’s rise points to dryness, sensitivity, and skin cycling fatigue—and a renewed love for rich, protective formulas (especially for body).
5) Manuka Honey
The glow-up of “healing” ingredients. Manuka honey offering comfort + blemish support + barrier soothing, with a strong premium cue.
6) Hypochlorous Acid
The quiet powerhouse of 2025. HOCl surged thanks to its reputation for skin-calming, post-workout freshness, and blemish-prone support—often in mist formats that fit modern lifestyles.
7) Propolis
Propolis continues to grow as consumers chase glow, calm, and resilience—especially in serum and ampoule-style products.
8) Tallow
Tallow’s rise reflects the ongoing split market: biohacking minimalists, “ancestral” beauty, and ultra-occlusive barrier seekers.
9) Ginseng
The “energising” ingredient story returned with revitalised-looking skin and traditional heritage credibility.
10) Noni
A smaller number, but meaningful. Noni signals continued interest in tropical botanicals and ingredient-led interest.
Across every trend, three themes stand out:
Barrier is the new beauty baseline.
“Longevity” language is pulling clinical ingredients into the mainstream.
TikTok is driving ingredient-specific formats. (HOCl mists, honey balms, rice toners, propolis serums)
If you’re building your next hero, don’t just chase the ingredient, build the story + format + claim strategy around why it works and who it’s for. The winners right now are products that feel:
gentle but effective, clinical but approachable, sensorial but credible.
