2025年头发护理和造型产品趋势报告

AUGUST 2025 2025 HAIR REPORT: CARE & STYLING PRODUCTS HAIR CARE &STYLINGPRODUCTTRENDS 2025 Explore Spate’s latest report to uncover the top trendinghair care and hair styling product trends capturingattention, and get ahead of the consumer curve. In this report, you’ll find an overview of rising productformats, consumer concerns, and brand movementsshaping the hair care and styling space. With trendspotlights and brand highlights throughout, this reportbrings together what consumers are searching, sharing,and talking about — from emerging formats to standoutcategory players. Interested in exploring more trends? Start your free trialtoday. Thank you,Olivier and Yarden, co-founders of Spate METHODOLOGY Spate is an innovative data platform that allows users to discover and detect trends across Google search andTikTok. The Spate dashboard analyzes over20 billion search signalsand over60 million TikTok videosacrossthe 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? 20+ billion searchsignals and 60+ millionTikTok videos WHAT IS THE POPULARITY INDEX?SPATE’S PROPRIETARY POPULARITY INDEX The Popularity Index combines datafrom digital platforms — currentlyincluding Google and TikTok — toshow how popular a category ortrend is. For example, looking at the graph onthe right, the trend for “Toner” in theUS grew by 41.7% over the past year. The index measures how “Toner”compares to all other beauty trendson these platforms. It adjusts for growth differences oneach platform to accurately reflectthe increase in popularity. WHY DOES IT MATTER?SPATE’S PROPRIETARY POPULARITY INDEX Which trends drive themost engagement? What’s the overall trendhealth across platforms? How do trends differ onGoogle vs. TikTok? Discover the beauty trends gainingthe most traction and shapingconsumer preferences. Understand which categories andbrands are more prominent on USGoogle Search versus TikTok. Get a holistic view of trends acrossplatforms, empowering betterstrategic decisions. HAIR CAREPRODUCTS TOP HAIR CARE PRODUCT TRENDS BYPOPULARITYINCREASE TOP HAIR CARE PRODUCT TRENDS BYPOPULARITY YOYGROWTH TREND SPOTLIGHT SCALP SERUM MEDIUM POPULARITY1.0MAVERAGE MONTHLY POPULARITY SCORE Scalp serum is rapidly rising in popularity, fueled largely by both TikTok and Google engagement. While this trendhas a medium consumer awareness, it is showing rapid growth +70.2% and is expected to continue to grow in thenext year. TikTok owns 56.7% of this trend’s popularity share, indicating that interest and discussions are pretty welldistributed across platforms. TREND SPOTLIGHT SCALP SERUM WHAT ARE CONSUMERSSEARCHING? OVERVIEW Consumer interest in scalp serum is on the rise, witha +143.0% YoY increase in searches. The mostcommon search queries focus on scalp concerns likedryness, hair thinning, and hair loss — with usersspecifically looking for scalp serums that promotehair growth, relieve dryness, and improve overallscalp health. TOP SEARCH QUERIES Scalp serumScalp serumsScalp serum for hair growthScalp serum for dry scalpBest scalp serumDry scalp serumBest scalp serum for hair growth Meanwhile, brands like Seapuri, Divi, and Ouai areseeing measurable search interest, reflecting howconsumers are increasingly incorporating scalp careinto their routines. K-beauty is growing in this category, with brands likeSeapuri offering gentle, skin-friendly formulas forscalp health. TREND SPOTLIGHT SCALP SERUM WHAT ARE CONSUMERSVIEWING? OVERVIEW Scalp serum is rapidly gaining traction acrossTikTok, with significant increases in views.Consumers are actively searching forsolutions related to #hairgrowth, #hairloss,and #thinninghair, signaling growinginterest in scalp health and targetedtreatments. Brands like Seapuri and Divi areleading the conversation, similar to Google. The high volume of user-generated posts —including reviews and educational content— highlights TikTok’s critical role in shapingconsumer awareness and trust around scalpserum products. Source:TikTok US - data ending July 27, 2025 (Popularity Index Growth YOY) Divi is beloved on both Google Search and TikTok for itsScalp Serum for Thinning Hair, formulated withcaffeine, rosemary oil, and amino acids to support scalphealth and fuller-looking hair. HIGH POPULARITY 4.1MAVERAGE MONTHLY POPULARITYSCORE TOP SEARCH QUERIES Divi hair serumDivi scalp serumDivi hair serum reviewDivi scalp serum reviewsDivi hair serum reviewsDivi scalp serum revitalize and detoxify aids againsthair-thinning reviewsDivi hair serum side effectsDivi hair growth serum TOP HAIR CARE BRANDS BYINCREASE YOY BRAND SPOTLIGHT KARSEELL 164.5MAVERAGE MONTHLY POPULARITY SCORE Karseell’s +33.1% year-over-year growth highlights strong consumer awareness, especially on TikTok,which owns 98.0% of the trend’s popularity share. This indicates that the social media platform is wherethe conversation