SPATE

AUGUST2025

2025HAIRREPORT:

CARE&STYLINGPRODUCTS

HAIRCARE&STYLING

PRODUCT

TRENDS2025

ExploreSpate’slatestreporttouncoverthetoptrendinghaircareandhairstylingproducttrendscapturing

attention,andgetaheadoftheconsumercurve.

Inthisreport,you’ll?ndanoverviewofrisingproduct

formats,consumerconcerns,andbrandmovements

shapingthehaircareandstylingspace.Withtrend

spotlightsandbrandhighlightsthroughout,thisreportbringstogetherwhatconsumersaresearching,sharing,andtalkingabout—fromemergingformatstostandoutcategoryplayers.

Interestedinexploringmoretrends?

Startyourfreetrial

today.

Thankyou,

OlivierandYarden,co-foundersofSpate

3

METHODOLOGY

SpateisaninnovativedataplatformthatallowsuserstodiscoveranddetecttrendsacrossGooglesearchandTikTok.TheSpatedashboardanalyzesover20billionsearchsignalsandover60millionTikTokvideosacross

theglobetoanswerthreecrucialquestionsforthebeautyandwellnessindustry.What’sthenextbigtrend?

Who’sowningthespace?Howtopositionthetrend?

20+billionsearch

signalsand60+million

TikTokvideos

Arti?cialIntelligenceforidentifyingtrendclusters

Trendsclassi?cationforinsightsandimplications

SPATE’SPROPRIETARYPOPULARITYINDEX

WHATISTHEPOPULARITYINDEX?

ThePopularityIndexcombinesdatafromdigitalplatforms—currentlyincludingGoogleandTikTok—toshowhowpopularacategoryor

trendis.

Forexample,lookingatthegraphontheright,thetrendfor“Toner”intheUSgrewby41.7%overthepastyear.

Theindexmeasureshow“Toner”

comparestoallotherbeautytrendsontheseplatforms.

Itadjustsforgrowthdifferencesoneachplatformtoaccuratelyre?ecttheincreaseinpopularity.

4

ThePopularityIndexfor“Toner”forUSGoogleSearches&TikTokViewintheUS.

SPATE,SPROPRIETARYPOPULARITYINDEX

5

WHYDOESITMATTER?

Whichtrendsdrivethe

mostengagement?

HowdotrendsdifferonGooglevs.TikTok?

What,stheoveralltrend

healthacrossplatforms?

Discoverthebeautytrendsgainingthemosttractionandshaping

consumerpreferences.

UnderstandwhichcategoriesandbrandsaremoreprominentonUSGoogleSearchversusTikTok.

Getaholisticviewoftrendsacrossplatforms,empoweringbetter

strategicdecisions.

HAIRCAREPRODUCTS

6

TOPHAIRCAREPRODUCTTRENDSBYPOPULARITYINCREASE

THETOPTRENDSDRIVINGMOSTSIGNIFICANTCHANGEINPOPULARITY

PopularityHowbigisIncrease

Trend

Indexthistrend?YoY↓YoY

shampoo

336.1M

veryhighpopularity

49.6M

17.3%

conditioner

80.3M

veryhighpopularity

13.8M

20.7%

hairoil

89.5M

veryhighpopularity

13.0M

17.0%

dryshampoo

31.6M

veryhighpopularity

7.8M

33.0%

hairmask

31.5M

veryhighpopularity

7.6M

31.7%

leave-inconditioner

20.2M

veryhighpopularity

4.9M

32.2%

clarifyingshampoo

11.6M

highpopularity

3.8M

48.6%

hairgrowthshampoo

9.0M

highpopularity

3.1M

53.2%

curlyhairshampoo

10.0M

highpopularity

2.4M

31.1%

purpleshampoo

17.9M

veryhighpopularity

1.5M

8.9%

7

Source:USPopularityIndex:GoogleSearch+TikTokViewsfromJuly2024toJune2025vs.July2023vs.June2024

TOPHAIRCAREPRODUCTTRENDSBY

POPULARITYYOYGROWTH

THETOPTRENDSDRIVINGYEAR-OVER-YEARGROWTHINPOPULARITY

PopularityHowbigisIncrease

Trend

Indexthistrend?YoYYoY↓

purplehairmask

949.7K

mediumpopularity

874.3K

1.2K%

lowporosityhairtreatment

754.2K

mediumpopularity

541.9K

255.1%

antifrizztreatment

2.2M

mediumpopularity

1.3M

156.5%

dryshampoopowder

2.7M

mediumpopularity

1.4M

112.6%

hydrationshampoo

1.9M

mediumpopularity

828.0K

80.0%

hairessence

253.4K

lowpopularity

112.3K

79.6%

scalpserum

1.0M

mediumpopularity

432.6K

70.2%

3in1shampoo

1.1M

mediumpopularity

440.1K

68.4%

grayhaircolorshampoo

638.3K

lowpopularity

239.1K

59.9%

rosemaryshampoo

2.2M

mediumpopularity

796.1K

58.5%

8

Source:USPopularityIndex:GoogleSearch+TikTokViewsfromJuly2024toJune2025vs.July2023vs.June2024

TRENDSPOTLIGHT

SCALPSERUM

MEDIUMPOPULARITY

1.0MAVERAGEMONTHLYPOPULARITYSCORE

POPULARITYSHARE%:

ShareofUSGoogleSearch

popularityvs.TikTok

+70.2%

POPULARITYYOYGROWTH

56.7%

TIKTOKSHARE

Popularityindex

1.5M

1.0M

500.0K

Scalpserumisrapidlyrisinginpopularity,fueledlargelybybothTikTokandGoogleengagement.Whilethistrendhasamediumconsumerawareness,itisshowingrapidgrowth+70.2%andisexpectedtocontinuetogrowinthenextyear.TikTokowns56.7%ofthistrend’spopularityshare,indicatingthatinterestanddiscussionsareprettywelldistributedacrossplatforms.

9

Source:USPopularityIndex:GoogleSearch+TikTokViewsfromJuly2024toJune2025vs.July2023toJune2024

TRENDSPOTLIGHT

SCALPSERUM

Brands

SearchVolume↓

seapuri

6.6K

divi

4.7K

ouaihaircare

4.6K

WHATARECONSUMERSSEARCHING?R4-O.-YR%)

OVERVIEW

Consumerinterestinscalpserumisontherise,witha+143.0%YoYincreaseinsearches.Themost

commonsearchqueriesfocusonscalpconcernslikedryness,hairthinning,andhairloss—withusers

speci?callylookingforscalpserumsthatpromotehairgrowth,relievedryness,andimproveoverallscalphealth.

Meanwhile,brandslikeSeapuri,Divi,andOuaiare

seeingmeasurablesearchinterest,re?ectinghowconsumersareincreasinglyincorporatingscalpcareintotheirroutines.

Concerns

SearchVolume↓

dryscalp

1.2K

thinning

1.0K

hairloss

220.0

TOPSEARCHQUERIES

Scalpserum

Scalpserums

ScalpserumforhairgrowthScalpserumfordryscalp

BestscalpserumDryscalpserum

Bestscalpserumforhairgrowth

K-beautyisgrowinginthiscategory,withbrandslike

Seapuriofferinggentle,skin-friendlyformulasfor

scalphealth.

10

Source:USSearch-fromJuly2024toJune2025vs.July2023toJune2024(PopularityIndexGrowthYOY)

TRENDSPOTLIGHT

SCALPSERUM

BrandHashtagsViews↓

+38.4%

(YEAR-OVER-YEAR)

WHATARECONSUMERSVIEWING?

OVERVIEW

ScalpserumisrapidlygainingtractionacrossTikTok,withsigni?cantincreasesinviews.

Consumersareactivelysearchingfor

solutionsrelatedto#hairgrowth,#hairloss,and#thinninghair,signalinggrowing

interestinscalphealthandtargeted

treatments.BrandslikeSeapuriandDiviareleadingtheconversation,similartoGoogle.

Thehighvolumeofuser-generatedposts—includingreviewsandeducationalcontent—highlightsTikTok’scriticalroleinshapingconsumerawarenessandtrustaroundscalpserumproducts.

Source:TikTokUS-dataendingJuly27,2025(PopularityIndexGrowthYOY)

#seapuri

391.4K

#divi

289.5K

#baskandlatherco

270.6K

TopConcerns

Views↓

#hairgrowth

838.3K

#hairloss

326.5K

#thinninghaire

222.2K

@juliannahoffman4

11

@emilyreg716@donatsuyang

Source:

https://www.diviof

?/

BRANDSPOTLIGHT

DiviisbelovedonbothGoogleSearchandTikTokforitsScalpSerumforThinningHair,formulatedwith

caffeine,rosemaryoil,andaminoacidstosupportscalphealthandfuller-lookinghair.

DIVI

HIGHPOPULARITY

4.1MAVERAGEMONTHLYPOPULARITYSCORE

>1,000%

(YEAR-OVER-YEAR)

-o-s

TOPSEARCHQUERIES

Divihairserum

Diviscalpserum

Divihairserumreview

DiviscalpserumreviewsDivihairserumreviews

@chelsleebmoney

@baileycaudell

@

@shop.with.selena

Diviscalpserumrevitalizeanddetoxifyaidsagainsthair-thinningreviews

12

DivihairserumsideeffectsDivihairgrowthserum

Source:USPopularityIndex:GoogleSearch+TikTokViewsfromJuly2024toJune2025vs.July2023vs.June2024;Productpicture:brand’swebsite.

TOPHAIRCAREBRANDSBYINCREASEYOY

TopBrandedHashtagsByIncrease

TopBrandsByIncrease

Increase

Increase

TrendViews

YoY↓YoY

YoY↓YoY

l'orealparis

184.1K

+52.2K

+39.6%

TrendVolume

#karseell

342.0M

+82.8M

+52.1%

dove

108.6K

+33.3K

+44.1%

nizoral

139.2K

+32.3K

+30.2%

crownaffair

42.1K

+12.7K

+43.1%

kérastase

129.0K

+12.6K

+10.8%

carol'sdaughter

64.1K

+9.9K

+18.2%

garnier

139.5K

+9.1K

+7.0%

tgin

17.2K

+8.9K

+107.3%

wildgrowth

40.3K

+8.4K

+26.5%

?no

33.8K

+7.9K

+30.7%

#pureology

700.2K

+21.6M

+373.6%

#dovepartner

13.4M

+9.9M

+88.2%

#colorwow

25.8M

+8.4M

+247.7%

#ogxpartner

1.5M

+7.5M

+90.5%

#igkhair

7.1M

+7.1M

+1.4K%

#redkenpartner

22.8M

+7.0M

+29.6%

#lorealparispartner

2.1M

+6.5M

+73.5%

#rogaine

4.6M

+6.1M

+250.7%

#gisou

11.7M

+5.9M

+253.9%

13

Source:USSearch-fromJuly2024toJune2025vs.July2023toJune2024;USTikTokdata,endingJuly27th,2025.

IS

Source:

/

BRANDSPOTLIGHT

KARSEELL

POPULARITYSHARE%:

ShareofUSGoogleSearch

popularityvs.TikTok

+33.1%

POPULARITYYOYGROWTH

98.0%

TIKTOKSHARE

VERYHIGHPOPULARITY

164.5MAVERAGEMONTHLYPOPULARITYSCORE

Popularityindex

Karseell’s+33.1%year-over-yeargrowthhighlightsstrongconsumerawareness,especiallyonTikTok,

whichowns98.0%ofthetrend’spopularityshare.Thisindicatesthatthesocialmediaplatformiswheretheconversationishappening,withthebrandmainlypostingcontentwithaf?liatedaccounts.The

brandisaveraging78.1MweeklyviewsonTikTok,and39.2Kavg.monthlysearchesonGoogleSearch,consideredveryhighandmediumvolumerespectively,meaningthebrandhasaverysigni?cant

awarenessonTikTok,butmediumawarenessonGoogle.

14

Source:USPopularityIndex:GoogleSearch+TikTokViewsfromJuly2024toJune2025vs.July2023toJune2024

Source:

/

BRANDSPOTLIGHT

KARSEELL

WHATARECONSUMERSSEARCHING?

OVERVIEW

Search

ProductFormatsVolume↓

Search

IngredientsVolume↓

hairmask

14.0K

shampoo

590.0

treatment

320.0

collagen

20.5K

maca

310.0

AveragemonthlysearchesforKarseellareup+24.0%,highlightinggrowingconsumer

interestinChinesebeautybrands.

Thissurgeislargelydrivenbythebrand’s

gone-viralcollagenhairmask—knownforitsdeeprepairbene?tsandanti-frizzproperties—overotherofferingslikeshampoosand

treatments.

TopsearchqueriessuchasKarseellcollagenhairmaskreviewssuggestthatshoppersareactivelyseekingproofofef?cacybefore

makingapurchase.

TOPSEARCHQUERIES

Karseell

Karseellcollagenhairmask

KarseellcollagenKarseellhairmask

Karseellcollagenhairmaskreviews

Karseellhairproducts

Collagenkarseell

Mascarillakarseell

KarseellpurplehairmaskKarseellshampoo

15

Source:USSearch-fromJuly2024toJune2025vs.July2023toJune2024(PopularityIndexGrowthYOY)

Source:

/

BRANDSPOTLIGHT

+52.1%

(YEAR-OVER-YEAR)

WHATARECONSUMERSVIEWING?

16

KARSEELL

OVERVIEW

Karseellisgainingmomentum,withTikTokviewsup+52.1%year-over-year,re?ecting

growingconsumerinterest.Popularcontentincludesdramatic(andhighlysatisfying)

before-and-aftervideos,aswellastutorialsdemonstratinghowtousethecollagenhairmaskalongsidethebrand’sMacaEssenceOil.Thepopularityofthesevideosre?ets

consumers’needforvisibleandinstantresultswhenitcomestorepair.

Thebrand’stoprelatedconcernhashtags

mirrorsearchtrends,withaclearfocuson

repairingdamagedhairandcombatingfrizz.

Source:TikTokUS-dataendingJuly27,2025(PopularityIndexGrowthYOY)

Questions

Views↓

#hairtransformation

5.7M

#hairtutorial

4.7M

#frizzyhairtips

1.1M

ConcernsViews↓

#dryhair

41.8M

#damagedhair

26.9M

#frizzyhair

7.0M

@karseell_nour

@karseell_collagen_uk@dermdoctor

HAIRSTYLINGPRODUCTS

17

TOPHAIRSTYLINGPRODUCTTRENDSBYPOPULARITYINCREASE

THETOPTRENDSDRIVINGMOSTSIGNIFICANTCHANGEINPOPULARITY

PopularityHowbigisIncrease

Trend

Indexthistrend?YoY↓YoY

hairspray

40.9M

veryhighpopularity

4.5M

12.3%

seasaltspray

12.3M

highpopularity

4.4M

55.8%

texturizingpowder

4.8M

highpopularity

3.8M

348.2%

haircream

8.2M

highpopularity

2.0M

33.4%

hairgel

14.8M

highpopularity

2.0M

15.5%

curlcream

8.3M

highpopularity

1.8M

27.1%

hairpomade

7.8M

highpopularity

1.5M

24.5%

texturizingspray

4.2M

highpopularity

1.1M

37.2%

hairpowder

5.2M

highpopularity

744.7K

16.8%

hairwax

6.7M

highpopularity

725.0K

12.1%

18

Source:USPopularityIndex:GoogleSearch+TikTokViewsfromJuly2024toJune2025vs.July2023toJune2024

TOPHAIRSTYLINGTRENDSBYPOPULARITYYOYGROWTH

THETOPTRENDSDRIVINGYEAR-OVER-YEARGROWTHINPOPULARITY

Increase

TrendPopularityIndex

YoYYoY↓

Howbigisthistrend?

texturizingpowder

4.8M

highpopularity

3.8M

348.2%

hairclay

1.4M

mediumpopularity

714.2K

98.2%

braidgel

1.4M

mediumpopularity

632.0K

78.4%

curlrefresher

991.7K

mediumpopularity

385.7K

63.7%

curlde?ner

569.0K

lowpopularity

205.6K

56.6%

seasaltspray

12.3M

highpopularity

4.4m

55.8%

hairmistspray

1.1M

mediumpopularity

377.6k

54.7%

hairmousse

1.6M

mediumpopularity

440.4K

37.7%

texturizingspray

4.2M

highpopularity

1.1M

37.2%

haircream

8.2M

highpopularity

2.0M

33.4%

19

Source:USPopularityIndex:GoogleSearch+TikTokViewsfromJuly2024toJune2025vs.July2023toJune2024

IS

TRENDSPOTLIGHT

TEXTURIZING

POWDER

POPULARITYSHARE%:

ShareofUSGoogleSearch

popularityvs.TikTok

HIGHPOPULARITY

4.8MAVERAGEMONTHLYPOPULARITYSCORE

+348.3%

POPULARITYYOYGROWTH

81.8%

TIKTOKSHARE

Popularityindex

5.0M

Texturizingpowderisrapidlygainingpopularity,drivenpredominantlybyTikTokengagement,with81.8%ofitspopularitysharegoingtothesocialmediaplatform.Thetrend’shighpopularityindicatesverystrongconsumerawarenessandinterest.Additionally,thetrend’s+348.3%YoYgrowthacrossplatformshighlightstheacceleratingmomentumofthistrend.Texturizingpowderisalsoexpectedtocontinuetogrow+36.6%overthecomingyear,con?rmingitsstrongstayingpoweracrossplatforms.

20

Source:USPopularityIndex:GoogleSearch+TikTokViewsfromJuly2024toJune2025vs.July2023toJune2024

TRENDSPOTLIGHT

TEXTURIZING

POWDER

WHATARECONSUMERSSEARCHING?

Brands

SearchVolume↓

basedbodyworks

11.9K

slickgorilla

2.1K

redken

920.0

OVERVIEW

Concerns

SearchVolume↓

texture

28.8K

dryhair

720.0

hairdamage

70.0

Consumerinterestintexturizingpowderis

rising,witha+43.6%YoYincreaseinsearch

popularity,re?ectinggrowingdemandforeasy

volumeandstylingsolutions.Thesepowdersarepraisedforaddinglift,texture,andgrip,helpingusersachieveeffortlesslytousled

hairstyles.

LeadingbrandslikeBasedBodyworksand

SlickGorilla—primarilytargetingmen—aregainingtraction,highlightingtheincreasinginterestinhairstylingamongmaleconsumers.Brandsshouldconsiderexpandingtheir

marketingtothisdemographicandtailoringtheirmessagingaccordingly.

TOPSEARCHQUERIES

BasedtexturepowderTexturepowder

Hairtexturepowder

TexturepowderforhairTexturepowderhair

Willtexturepowder?xdryhairTexturepowderhairmen

21

Source:USSearch-fromJuly2024toJune2025vs.July2023toJune2024(PopularityIndexGrowthYOY)

TRENDSPOTLIGHT

TEXTURIZING

POWDER

WHATARECONSUMERSVIEWING?

+751.0%

(YEAR-OVER-YEAR)

OVERVIEW

Texturizingpowderisrapidlygaining

popularityonTikTok,showingaremarkable+751.0%YoYgrowth.Relatedtagssuchas

#menhairstyleand#?uffyhairrevealkey

insightsintoconsumerpreferences—

highlightingastrongfocusoncasual,

voluminousstylespopularamongyoungmen.BrandslikeBasedBodyworksareleadingtheconversation,tappingintothisgrowingmaleaudience.Ahighvolumeofuser-generated

content,especiallyfromyoungmalecreatorssharingstylingdemosandtransformations,highlightshowroutine-basedcontentis

buildingcommunities.

Source:TikTokUS-dataendingJuly27,2025(PopularityIndexGrowthYOY)

HairLooksViews↓

#hairstyle

1.0M

#menshairstyle

809.5K

#?uffyhair

736.0K

BrandHashtagsViews↓

#basedbodyworks

1.2M

#simpletics

27.9K

#moroccanoilpartner

8.8K

@thevaluable?nds

22

@mercercaiden@rumicat_

urce:www.

/

BasedBodyworksispopularonbothGoogleSearchandTikTokforits

TexturePowder.

BRANDSPOTLIGHT

BASEDBODYWORKS

VERYHIGHPOPULARITY

105.2MAVERAGEMONTHLYPOPULARITYSCORE

+527.6%

(YEAR-OVER-YEAR)

G

TOPSEARCHQUERIES

Basedtexturepowder

Basedbodyworkstexturepowder

BasebodyworkstexturepowderTexturepowderbasedbodyworks

Basedbodyworksshampoo

BasedtexturepowdersprayBasehairtexturepowder

@cadenscoots

@mercercaiden

@shopwithhayden

23

Source:USPopularityIndex:GoogleSearch+TikTokViewsfromJuly2024toJune2025vs.July2023vs.June2024;Productpicture:brand’swebsite.

TOPHAIRSTYLINGPRODUCTBRANDSBY

INCREASEYOY

TopBrandedHashtagsByIncrease

TopBrandsByIncrease

Increase

Increase

TrendViews

YoY↓YoY

YoY↓YoY

#colorwow

15.2M

+4.2M

+217.6%

#pacinos

261.5K

+905.0K

+13396.1%

#nympartner

837.2K

+600.2K

+52635.7%

#redkenpartner

5.8K

+567.1K

+1285.0%

#olaplexpartner

34.8K

+537.0K

+28244.5%

#batistedryshampoo

0.7K

+442.0K

+74414.2%

#dolahair

649.0K

+362.0K

+430.4%

#daehair

249.9K

+293.1K

+201.2%

#ecogel

595.0K

+278.4K

+43.6%

#notyourmothers

464.4K

+187.3K

+195.8%

TrendVolume

basedbodyworks

11.9K

+10.6K

+879.7%

amika

25.1K

+9.3K

+58.9%

softsheencarson

14.7K

+9.2K

+165.4%

americancrew

14.7K

+6.4K

+76.6%

asiam

15.5K

+4.8K

+45.4%

designessentials

7.9K

+4.7K

+149.6%

oribe

24.0K

+4.7K

+24.3%

hairitage

4.6K

+4.3K

+1264.4%

notyourmother's

41.5K

+4.2K

+11.2%

kérastase

9.0K

+3.8K

+74.1%

24

Source:USSearch-fromJuly2024toJune2025vs.July2023toJune2024;USTikTokdata,endingJuly27th,2025,

Source:

/

BRANDSPOTLIGHT

NOTYOURMOTHERgS

POPULARITYSHARE%:

ShareofUSGoogleSearch

popularityvs.TikTok

VERYHIGHPOPULARITY

28.6MAVERAGEMONTHLYPOPULARITYSCORE

+59.8%

POPULARITYYOYGROWTH

62.6%

TIKTOKSHARE

Popularityindex

40.0M

20.0M

NotYourMother'sveryhighpopularityindicatesconsumers’interestandawareness.Witha+59.8%

year-over-yeargrowthacrossplatforms,thebrandshowsstrongmomentumandispredictedtogrow+31.5%inthenextyear.ThissurgeislargelydrivenbyTikTok,whichaccountsfor62.6%ofitstotal

popularity—underscoringtheplatform'sdominantroleinfuelinginterest.

25

Source:USPopularityIndex:GoogleSearch+TikTokViewsfromJuly2024toJune2025vs.July2023toJune2024

Source:

/

BRANDSPOTLIGHT

NOTYOURMOTHERgS

WHATARECONSUMERSSEARCHING?(A-O-

OVERVIEW

ConsumersareactivelysearchingforNot

YourMother’s,withinterestfocusedonhero

Search

Bene?tsVolume↓

texturizing

2.3K

curlde?ning

2.0K

plump

1.1K

Search

ProductFormatsVolume↓

spray

8.1K

mousse

3.1K

gel

1.1K

TOPSEARCHQUERIES

Notyourmother's

Notyourmothers

Notyourmother'scurltalk

Notyourmotherscurltalk

Notyourmotherscurlcream

Notyourmother'scurlcream

productslikeCurlTalk.Topqueries

emphasizecurlcareandstylingbene?tssuchastexturizing,curlde?ning,and

plumping,indicatingstrongintenttoevaluateproductperformanceand?t.

Popularformatsincludesprays,mousses,

Notyourmother'sseasaltspray

Notyourmother'scurltalkmousse

andgels,re?ectingdiversestyling

preferences.Searchesforspeci?cproductnamessuggestbuyersarefamiliarwiththebrand’sofferingandmightbeinthe

considerationphase.

26

Source:USSearch-fromJuly2024toJune2025vs.July2023toJune2024(PopularityIndexGrowthYOY);*relatedsearchesrefertothebrandasawhole,speci?cally?lteredforhairstylingproducts.

Source:

/

BRANDSPOTLIGHT

+147.5%

(YEAR-OVER-YEAR)

WHATARECONSUMERSVIEWING?

HairLooksViews↓

#curls

840.1K

#curltok

84.7K

#hairstyle

78.9K

OVERVIEW

NotYourMother’sisgainingtractionasinterestintexturedhairstylingriseson

NOTYOURMOTHERgS

TopConcerns

Views↓

#curlyhairroutine

1.3M

#wavyhair

335.5K

#3c

48.4K

TikTok,witha+147.5%year-over-yeargrowthinviews,nowaveraging10.5Mperweek.

TikTokcontenthighlightsstylegoalslike

de?nedcurls,naturalvolume,andeffortless

looks—pairedwithbene?tssuchascon?dence,transformation,and

self-expression.

User-generatedvideosshowcasingpersonalstylingroutineswithNotYourMother’s

@brooklynnmccray@capricornprincess66@itsgretawilson

productsemphasizethebrand’sroleinthegrowingdemandforfunctional,affordable,andrelatablebeautysolutions.

products.27

Source:TikTokUS-dataendingJuly27,2025(PopularityIndexGrowthYOY);*relatedhashtagsrefertothebrandasawhole,speci?cally?lteredforhairstyling

SPATEPOV

ScalpastheFoundationoftheHairCareRoutine

Scalpserums,clarifyingshampoos,andhairgrowthtreatmentsareseeingrapidgrowthinboth

searchinterestandsocialengagement.Thissignalsabroaderconsumershiftfromsurface-levelhair?xestoroot-causesolutions.Concernslikedryness,dandruff,andthinningaredrivingdiscovery,withbrandslikeDiviandSeapurigainingtractionbypositioningthemselvesaroundscalpwellnessand

functionalingredients.Thescalpisnolongeranafterthought—it'snowthefoundationofthemodernhaircareroutine.

TikTokisShapingtheFutureofHairCareandStyling

TikTokhasemergedasacruciallaunchpadfortrenddiscoveryinhaircareandstyling.Productsliketexturizingpowderandcurlcreamsowe