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COVID-19 Trends in Beauty Categories by Spate

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Consumers are having a growing interest in scalp scrubs

Consumers are having a growing interest in scalp scrubs

Spate has released its latest COVID-19 trends in beauty report that shows consumers' interest growing in such categories like scalp scrubs, clear mascara, neon hair color, DIY dyes, curl refreshers and aloe vera.

Further reading: Cosmetic Winners and Losers from COVID-19: Ingredients and Products

Scalp Scrubs

  • Interest has grown 40% since last year
  • Nexxus and Kristin Ess are top brands in trend
  • Consumers are seeking scrubs that moisturize, purify and cleanse
  • Consumers are seeking to address dandruff, thinning and oily hair
  • Consumers are seeking out complementary products, such as scalp scrub brushes

Clear Mascara

  • Interest has grown 15% since last year
  • Maybelline is top brand in trend
  • Retailer Target is highly associated with clear mascara
  • Consumers are seeking educational content on clear mascara
  • Consumers are using eyelash mascara for their brows 

Neon Hair

  • Interest has grown 26.3% since last year
  • No particular brands are leading the trend, therefore room for opportunity
  • Consumers are seeking out neon hair in form of dyes, extensions, roll-ons and sprays

DIY Dyes

  • Interest has grown 11.9% since last year
  • Search volume for eyebrow dye is high relative toother eyebrow product
  • No particular brands are leading the trend, therefore room for opportunity
  • Consumers are seeking how-to content and at-home advice
  • Consumers are turning to men's beard dye as a substitute

 Curl Refreshers

  • Interest has grown 44.4% since last year
  • Aussie, Monat and tgin are top brands in trend
  • Consumers are seeking low energy solutions for a refreshing boost

Aloe Vera

  • Interest is growing in realm of DIY hand sanitizer
  • Interest has grown 29.1% since last year
  • Consumers are seeking lip hydration with aloe lip gloss 

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