Ingredient-led products remain central for consumers of skin care, according to a new report by beauty trend analysts Spate.
In a review of 2025 Google searches, the New York-based firm found strong growth in online interest among skin care consumers for hypochlorous acid sprays, centella ampoule, glycolic acid toner, milky toner and collagen patches.
“In 2025, consumers continue to explore skin care formats that feel functional and purposeful, reflected in rising interest in collagen patches and milky toners,” it said.
“These categories point to a desire for visible results paired with sensorial experiences that make routines feel more indulgent.
“Overall, a more thoughtful approach defines the 2025 skincare land scape. Shoppers are choosing products that feel intuitive, tolerable, and rooted in clear function, creating opportunities for brands to guide consumers toward routines built around their individual needs.”
In hair care, the strongest growth in Google searches were for cherry cola hair, micro bangs, and texturizing powder, while scalp care was said to be expanding through products like electric scalp massagers and scalp serums.
In makeup, Spate found consumers are gravitating toward lasting payoff and easy transformation.
“Peel off lip stains, eyebrow stains, and cluster lashes illustrate how shoppers are adopting products that deliver instant payoff without a complicated routine. Shades and accents like dark lip liner and aegyo-sal continue to rise as consumers look for small, high-impact tweaks that personalize their look,” it said.
“At the same time, there’s a noticeable shift toward makeup that supports specific needs and ages. Categories such as mature skin makeup, tubing mascara, and brown-toned essentials remain steady as consumers refine their everyday staples around performance, texture, and wearability.”
In bath and body care, Spate found functionality to be key factor in consumer product choice.
Growth in Google searches for glycolic body lotion, magnesium oil, and vitamin C body lotion point to a stronger demand for treatments that deliver clear benefits rather than serving as simple moisturisers, it said.
“These formats reflect a growing expectation that body care should perform with the same intention as facial skin care.
“There’s also steady interest in both sensorial and utilitarian staples. Vanilla deodorant, vanilla body wash, and vanilla lotion continue to resonate for their familiar comfort.”
