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SPATE Skincare Trends Report Summary (January 2025)

Overview

SPATE utilizes its proprietary Popularity Index, combining data from Google Search and TikTok to analyze skincare trends. This index accounts for platform-specific growth and identifies key drivers of popularity. The report examines overall and subcategory trends, highlighting shifts in consumer preferences.

Overall Skincare Growth

• The Skincare category shows a 7.9% year-over-year growth across platforms, with predicted 3.9% growth in the next 12 months. Face products and face concerns lead in popularity increases, driven by demand for innovative solutions.

Key Rising Trends

• Korean Skincare: Experiences 183.7% YoY growth, with strong TikTok influence (90.4% TikTok share), emphasizing ingredients, formats, and efficacy.
• Collagen Masks: Witnessing explosive growth at 1,400% YoY, primarily on TikTok (88.0% share), focusing on overnight hydration and anti-wrinkle benefits.
• Other Notable Growth: Lip balm (+46.6% YoY), acne treatment (+21.9% YoY), and toner (+23.5% YoY) show significant increases.

Consumer Concerns

• Top concerns include dry skin (+19.8% YoY growth) and acne (+18.3% YoY), with newer interests in marionette lines and nasolabial folds emerging as secondary priorities.

Platform Differences

• TikTok drives trends like K-beauty and collagen masks, with higher engagement in product-focused content. Google Search dominates searches for classic concerns such as dry skin and acne, showing steady growth but less platform-specific over-indexing.

Strategic Insights

• Brands should emphasize innovative formats, proven efficacy, and address both visible and subtle concerns. Nighttime skincare and emerging ingredients like beef tallow offer growth opportunities. Aesthetic services can target fine lines through complementary products.

Methodology

The Popularity Index measures trend popularity by adjusting for platform growth differences, providing a comparative view across Google Search and TikTok data. This enables data-driven decisions for market strategy.