First observation: research is increasingly focused on specific benefits, such as the skin barrier, the scalp, or the effect of a fragrance on mood, and less on product categories.
Second observation: longevity is becoming a common theme. It is no longer just a question of correcting visible signs, but of preserving the proper functioning of the skin and hair over time.
Finally, consumers are looking to understand when to use a product, why, and for what purpose, rather than adding more steps to their routine.

Skincare: focus on repair

Requests related to the skin barrier, inflammation, or post-damage recovery (pollution, sun, stress) are growing faster than those associated with traditional aesthetic promises. Spate has observed a growing interest in ingredients associated with repair rather than immediate correction. “Consumers are moving from correcting visible signs to strengthening long-term skin functions.”

The scalp takes center stage

When it comes to hair, Spate explains that the hair fiber is no longer the only focus. The scalp is becoming the obsession of the moment.
Research related to baldness, scalp health, and imbalances (dryness, excess sebum, inflammation) is growing rapidly. This dynamic is particularly visible on TikTok, where educational content plays …