A recently published study in the Journal of Cosmetic Dermatology revealed a significant rise in consumer interest in cosmeceuticals, driven largely by online activity. Using Google Trends data from 2004 to 2023 and TikTok analytics, researchers mapped out shifting preferences in popular skin care ingredients.
Rising cosmeceutical interest intertwines with social media trends
“Google Trends demonstrates search interest for cosmeceuticals is constantly increasing, particularly after COVID-19 shutdowns,” the authors wrote. They noted that “the largest increase in search interest for all cosmeceuticals” occurred from 2020 to 2021, correlating with pandemic-driven lifestyle changes.
Among the ingredients analyzed, retinol emerged as the clear leader across both search and social platforms. “Retinol demonstrated the most interest, and Bakuchiol showed the least interest by Google Trends SVI,” the study reported. Other highly ranked ingredients include hyaluronic acid, salicylic acid, glycolic acid, and vitamin C.
Notably, TikTok views sometimes diverged from search data. “Niacinamide notably has a larger number of TikTok views relative to its Google SVI,” the authors observed, suggesting platform-specific trends may influence consumer behavior differently.
The study also highlighted the sustained upward momentum. Between 2022 and 2023, “search volume for the cosmeceuticals in this report rose by over 18% and is expected to continue increasing alongside social media engagement.”
The findings underscored the rising influence of social media platforms in shaping skin care conversations. “Awareness of skin care trends and growth in cosmeceutical interest empower dermatologists to anticipate patient inquiries and develop targeted education on product efficacy, cost effectiveness, and potential adverse reactions,” the authors concluded.
Industry expert opinion on challenges and opportunities for beauty stakeholders
The study’s findings can be received as both a signal of opportunity and a caution flag for industry stakeholders: rising consumer interest correlates with greater scrutiny of product efficacy and corresponding marketing claims.
“Despite the widespread popularity of cosmeceuticals and general dermatologist consensus on their potential skin benefits, evidence for cosmeceutical efficacy remains limited,” the authors noted. Unlike pharmaceuticals, cosmeceuticals do not require pre-approval or proof of efficacy before market entry, they shared, and this regulatory gap, paired with aggressive social media promotion, has created a complex landscape for both consumers and producers.
According to the study, “ingredient concentrations vary widely, with labeling inconsistencies further complicating consumer interpretation.” This variability emphasized that clear and accurate communication can be essential, particularly as online platforms continue to amplify skin care discourse.
The authors also pointed to the growing role dermatologists and professional organizations must play in countering misinformation. “Staying informed on popular social media trends enables dermatologists to engage in educational discussions on cosmeceutical efficacy and usage,” they wrote.
Organizations like the American Academy of Dermatology (AAD) and American Society for Dermatologic Surgery (ASDS) are already building their social media presence, but the study noted that “very few board-certified dermatologists and dermatology practices have a professional social media presence, and skin care advice on social media is still mostly provided by non-dermatologists and paid content creators.”
“While social media and search engines offer invaluable insights into consumer interests, they also amplify misinformation and hype,” Kelly Dobos, MS, MBA, Consultant Cosmetic Chemist and Adjunct Professor at the University of Cincinnati, told us.
“Manufacturers must balance agility with responsibility—leveraging digital trend data to inform product development, but always grounding their offerings and communications in robust scientific evidence and transparent education,” she added.
She also emphasized that digital visibility is now critical to product success. “Digital visibility is no longer just a marketing tool but a fundamental component of a cosmeceutical product’s success, influencing consumer awareness, driving purchasing decisions, and shaping brand perception,” she noted. “Higher digital visibility provides an opportunity for brands to educate consumers and establish themselves as a credible and reliable source of information.”
Regarding overall ingredient trends, Dobos advised, “Brands can actively monitor social media platforms for trending ingredients and track search volume changes.”
Therefore, she continued, “it is important to understand why an ingredient is trending…whether interest is driven by controversy or concern for safety to inform response.” She added that raw material suppliers should engage scientific experts and look for unmet needs behind the trends to guide R&D.
Addressing ethical considerations, Dobos urged brands to “educate influencers and ensure they avoid exaggerated claims, unrealistic promises, or misleading before-and-after photos.” She stressed the importance of transparency, noting that influencers “should clearly disclose any sponsored content or affiliate relationships to maintain transparency with their audience.”
Finally, Dobos suggested collaboration as a path forward. “Consider partnerships with dermatologists or academics to co-create content or participate in live webinars or Q&A sessions, raising the standard of information available to consumers,” she concluded. “Brands should also direct consumers to established, reputable organizations for information,” she recommended, such as the American Academy of Dermatology’s YouTube channel and the Personal Care Products Council’s CosmeticInfo.org website.
Source: Journal of Cosmetic Dermatology, 24: e70172. doi: 10.1111/jocd.70172, “Analyzing Social Media Trends in Cosmeceuticals: Insights From Google Trends and TikTok Analytics.” Authors: Correia, E., Mandel, J., and Cullison, S.R.J.