Overnight collagen masks, beef tallow balms, and DIY-inspired formulations—today’s skin care trends are anything but conventional. Fueled by viral social media content and a growing demand for targeted, high-performance solutions, platforms like TikTok are accelerating trend cycles, turning niche ingredients and formats into mainstream must-haves almost overnight.
Meanwhile, consumer insight data reports from companies like Spate reveal a dual focus among consumers: a desire for both natural, whole-ingredient skin care and high-impact treatments that address specific concerns like acne, aging, and hydration.
We spoke to Jenny Zeng, Beauty Insights Analyst at Spate, about her takeaways regarding the key trends shaping the skin care landscape identified in the recently published Skincare Trends Decoded report and her strategic guidance for brands aiming to capitalize on these shifts.
The rise of overnight masks and trend-driven buying
Overnight face masks have seen a significant surge in popularity, with Spate reporting a 672.5% year-over-year growth in popularity based on US Google search volume and TikTok views, signaling a rising consumer interest in hydration and skin repair. According to Zeng, this growth highlights a shift toward high-impact, long-lasting skin care solutions.
Spate’s Skincare Trends Decoded report reinforced this trend, highlighting that nighttime skin care routines are gaining traction as consumers seek products to address dry skin as a primary concern, with the appeal of waking up to visibly moisturized, radiant skin positioning overnight masks as a must-have solution.
According to Spate, brands have an opportunity to innovate with hydration-focused products that utilize nourishing ingredients like beef tallow to meet the growing demand for convenient, results-driven routines.
Spate also determined collagen masks have seen an explosive 1.4K% growth in popularity in the same period, which Zeng attributed primarily to TikTok, indicating “that consumers are discovering skin care through viral content…[which] suggests that trend-driven buying is increasing, with TikTok serving as a real-time shopping catalyst.”
Targeted solutions and data-backed insights
Face products experienced the most significant increase in consumer interest, growing by 191.4K searches, followed by face concerns at 139.1K, according to Spate’s report.
Zeng emphasized the importance for brands to align their offerings with specific consumer needs: “the demand for targeted solutions is increasing, making it essential for brands to position their offerings as both functional and trend-driven—aligning with key concerns like acne and hyperpigmentation while tapping into viral formats,” she explained.
Platform-specific behaviors also play a critical role in marketing strategies. While dry skin is highly searched on Google, it garners only 27.9% engagement on TikTok.
“This highlights the need for brands to prioritize SEO-optimized content and reviews for education while using TikTok to showcase visually engaging hydration solutions,” Zeng offered.
Natural ingredients and the DIY skin care movement
One of the more unconventional trends is the rise of beef tallow skin care, which grew by 251.9% year-over-year, Spate reported. Zeng interpreted this finding as a larger movement toward natural, whole-ingredient skin care.
“This trend reflects a broader shift toward [the] unconventional…driven by the resurgence of traditional remedies and DIY-inspired formulations,” she noted.
Ingredients rooted in Asian beauty practices, such as rice, ginseng, and noni, are also gaining traction, reinforcing the continued influence of Korean skincare. According to Skincare Trends Decoded, Korean skin care continues to rise in popularity, with consumers drawn to its focus on innovative formats, proven efficacy, and unique ingredients.
Spate advised that brands can highlight these elements in their messaging to stand out in an increasingly competitive global market.
The shift toward proactive and preventative skin care
Acne remains the most searched skin concern, but emerging interests in marionette lines and nasolabial folds indicate a growing focus on anti-aging, Spate reported. “The rising focus on aging-related issues highlights a shift toward proactive skin care and aesthetic treatments,” Zeng explained.
The Skincare Trends Decoded report noted that concerns about facial contours, such as marionette lines and nasolabial folds, are gaining attention, creating opportunities for skin care brands and aesthetic service providers.
Pharmaceutical and aesthetic companies can target this demand with injectables and sculpting treatments, while skin care brands can develop complementary products that enhance treatment results and support post-procedure recovery.
The report concluded that preventative care also presents a growing market opportunity for brands looking to engage consumers earlier in their skin care journeys.
