Dear all,
Ingredients are the most important trend one must follow in beauty.
And knowing the latest trending ingredients in skincare, makeup, hair and fragrance might be the difference between a successful launch and a flop.
Shoppers, brands and creators are obsessed about what's in their beauty products. So much that now, one beauty video in five names an ingredient in its title or caption.
This week's special report analyzes close to 150k posts naming an ingredient over the last 12 months across YouTube, Instagram, TikTok and Pinterest, from 3,100+ brands and creators.
We profiled 120 ingredients, 60 natural and 60 scientific, and give a detailed profile of each of them: how often it gets named and by whom, the three campaigns that carried it, and what people type into Google.
Premium members get the full deck below. Everyone else, here's a teaser of what's inside.
Cheers,
PS: feel free to hit reply to leave a comment, I read and answer every message
Data provided by Submarine.ai the Frontier Insights Lab that boost your business and make your content irresistible.
This week's special report
What is inside
- 120 ingredients profiled (60 natural and 60 scientific) with a detailed profile for each: a 24-month mention curve, the campaigns that carried it, and its Google search demand
- 360 campaigns highlighted as examples of these ingredients. Rose leads the naturals with 10,243 mentions. Collagen leads the lab with 9,140.
- PDRN is the fastest riser at +274%. Green tea extract is the fastest faller at -71%.
- Separate rankings for makeup, skincare, hair and fragrance. Honey runs hair, vanilla runs fragrance, rose takes both makeup and skincare.
- Ten ingredients to watch in 2027, scored and ranked so the list can be marked against what actually happens
A look inside
(teaser) The top 20 natural ingredients across every category
(teaser) One of the 120 profiles: the biggest campaigns mentioning the ingredient and the brands / creators naming the ingredient most.
(teaser) Ten ingredients to watch in 2027. PDRN tops the list because it grows on all four measures at once.
The full deck is for members.
The teaser above is the free part. All 120 ingredient profiles, the 360 campaigns with the videos playing, the overall and per-category rankings and the eight analyses come with What The Luxe Premium, along with every past and future special report.
See what Premium includesThe rest of this one is for premium members
The full rankings, tables and breakdowns sit behind this line.
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