2025年头发护理和造型产品趋势报告（英）-Spate

2025 HAIR REPORT:AUGUST 2025CARE & STYLING PRODUCTSHAIR CARE & STYLING PRODUCTTRENDS 2025Explore Spate’s latest report to uncover the top trending hair care and hair styling product trends capturing attention, and get ahead of the consumer curve.In this report, you’ll find an overview of rising product formats, consumer concerns, and brand movements shaping the hair care and styling space. With trend spotlights and brand highlights throughout, this report brings together what consumers are searching, sharing, and talking about — from emerging formats to standout category players.Interested in exploring more trends? Start your free trial today. Thank you, Olivier and Yarden, co-founders of SpateMETHODOLOGY3 20+ billion search signals and 60+ million TikTok videosArtificial Intelligence for identifying trend clustersTrends classification for insights and implicationsSpate is an innovative data platform that allows users to discover and detect trends across Google search and TikTok. The Spate dashboard analyzes over 20 billion search signals and over 60 million TikTok videos across the globe to answer three crucial questions for the beauty and wellness industry. What’s the next big trend? Who’s owning the space? How to position the trend?WHAT IS THE POPULARITY INDEX?SPATE’S PROPRIETARY POPULARITY INDEX4The Popularity Index combines data from digital platforms — currently including Google and TikTok — to show how popular a category or trend is.For example, looking at the graph on the right, the trend for “Toner” in the US grew by 41.7% over the past year.The index measures how “Toner” compares to all other beauty trends on these platforms.It adjusts for growth differences on each platform to accurately reflect the increase in popularity.The Popularity Index for “Toner” for US Google Searches & TikTok View in the US.Which trends drive the most engagement?How do trends differ on Google vs. TikTok?What’s the overall trend health across platforms?Discover the beauty trends gaining the most traction and shaping consumer preferences.Understand which categories and brands are more prominent on US Google Search versus TikTok.Get a holistic view of trends across platforms, empowering better strategic decisions. 5WHY DOES IT MATTER?SPATE’S PROPRIETARY POPULARITY INDEXHAIR CARE PRODUCTS6TOP HAIR CARE PRODUCT TRENDS BY POPULARITY INCREASE7Trend Popularity IndexHow big is this trend?Increase YoY↓YoYshampoo336.1Mvery high popularity49.6M17.3%conditioner80.3Mvery high popularity 13.8M20.7%hair oil89.5Mvery high popularity 13.0M17.0%dry shampoo31.6Mvery high popularity 7.8M33.0%hair mask31.5Mvery high popularity7.6M31.7%leave-in conditioner20.2Mvery high popularity4.9M32.2%clarifying shampoo11.6Mhigh popularity3.8M48.6%hair growth shampoo9.0Mhigh popularity3.1M53.2%curly hair shampoo10.0Mhigh popularity2.4M31.1%purple shampoo17.9Mvery high popularity1.5M8.9%THE TOP TRENDS DRIVING MOST SIGNIFICANT CHANGE IN POPULARITY Source: US Popularity Inde