In its latest report, published in May 2025, data platform Spate draws up a panorama of the cosmetic ingredients most searched for by American consumers on the Internet.
To produce this report, Spate analyzed over 20 billion Google search signals and 60 million TikTok videos.
Glory to collagen
Collagen is omnipresent in searches (318.6K monthly searches on average) and videos (#collagen accumulates +745.4% views). “Consumers are looking to incorporate collagen into their routine, particularly by using moisturizing night masks,” explains Spate. “Korean brands Biodance and Medicube are leading the way, with a sharp rise in requests for their collagen-enriched peel-off masks.”
Updated ingredients
Beef tallow, salmon sperm and kidney bean oil are just some of the raw materials popular on social networks. Interest in beef tallow jumped +9,500% in searches and +4,700% in views. “Consumers are actively exploring its uses in skincare, including acne and skin aging,” says Spate.
The return of nourishing oils
In hair care, traditional oils (moringa, pumpkin seed) are enjoying a resurgence in popularity. According to Spate, this is due to a convergence between the search for efficacy, naturalness and ritual heritage.
Ingredients for every zone
“There’s a divide in consumer expectations depending on the area of application. While face care is structured around formulas that repair and protect the cutaneous barrier, body care ranges are …
