Ingredient-Infused Success

Whether driven by TikTok or dermatologists’ recommendations, consumers are on the hunt for buzzy ingredients in bath and skin care products

Consumers are more educated to about the ingredients in their skin and bath products than ever. They understand the difference between ceramides and niacinamide. They learn about skin cycling and slugging from TikTok and the importance of protecting the skin barrier from professionals.

The constant churn of hot ingredients makes it difficult for retailers to manage skin and bath assortments. Exacerbating the challenges of keeping up with trends is the demand a social media post can make on an item that retailers cannot predict. One GRWM (get ready with me) post featuring skin care ingredient tips from Alix Earle and drug store shelves can be wiped out. Examples of viral ingredient hits include hydrocolloid pimple patches like The Mighty Patch sold at CVS, Squalene in E.l.f.’s Putty Primer and hyaluronic acid found in products such as Eucerin’s Hydrating Cleansing Gel. In the bath category, social media ignited sales of bath bombs, shower steamers, Dr. Teal’s and Alaffia bubble bath.

To keep shelves stocked with hot items, retailers said they keep an ear to social media and shift inventories in stores with an excess to those where shelves are bare to keep in stock.

Looking for clinical proof that ingredients are effective, consumers dug into research to learn about the science. Many sought solutions for skin sensitivities. Retailers report they are adding more products to help with skin issues. Andrea Harrison, vice president of beauty and personal care at CVS, said stocking products for sensitive skin has been a cornerstone of its Skin Care Centers.

One cause for the increase in sensitivity stems from common skin problems such as dryness, redness and inflammation, according to Michele Robertson, director of product innovation at Symrise.

To help retailers and brands know what is popular now and what’s down the road, Drug Store News asked brands and trend prognosticators what ingredients are moving to the front burner.

A Peek into the Future

Spate and Symrise, an ingredient resource, teamed up to identify the rising ingredients in skin care. “Brands that prioritize ingredient-driven products will appeal to consumers who want products tailored to their needs,” said Yarden Horwitz, co-founder of Spate.

The ingredients popping up in searches could become the next important