from NewBeauty

Searches for ‘healthy hair mask’ have increased by 575% over the past month in the United Kingdom alone, proving the desperate urge to seek the healthiest products and treatment for improving routines.

Not only are nourishing hair masks gaining interest online, but searches for how to achieve heatless curls to avoid heat damage have also risen tremendously worldwide, with searches for ‘heatless curls’ increasing by 274% worldwide.
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William Zeqiri, founder and CEO of Fresha, commented on the findings:

from The Guardian

Spate’s 2022 Trends Report includes data on U.S. consumer search trends in professional services, lipstick, and seasonal products.

A commonality across the entire makeup category is the increased search volume for mature skin. Spate suggests brands take note and develop products suitable for all consumer groups.

Hair Dusting & Beauty Services

There are 2.7K average monthly searches in the United States for hair dusting—a hair trimming technique that involves cutting off damaged split ends to maintain healthy hair strands and promote growth. The trend has low search volume compared to other hair services but is trending in the right direction, growing 27.5% since last year.

Spate reports that hair services are experiencing the highest search growth in the hair category, with a 12% increase since last year. This growth is consistent in other segments, with makeup services increasing 18.6%, skin care services growing by 4.2% and nail services increasing 33.2% since last year.

Hair Loss

There are 4.5K average monthly searches for hair loss conditioners, a low search volume compared to other conditioner products but also a 54% growth since last year with no market leader.

Postpartum hair loss search rates are experiencing the highest growth among hair concerns, with a 14.8% increase since last year. Hair care products like scalp serum and hair loss cream have increased 34.5% and 21%, respectively.

Thigh Cream

There are 1.6K average monthly searches for thigh cream, a low volume relative to other leg care searches, but also a 59.3% growth since last year. There is medium market competition and Clarins is currently the market leader. Related searches include cellulite, chafing, how to use, what is and review.

Spate’s report indicates that thigh cream is a top growing bath and body trend during warmer seasons. Spate suggests that brands consider adding SPF benefits to their thigh creams.

There are 27.5K average monthly searches for cream blush, a high search volume compared to other blush products and the largest increase in the blush category. The trend has grown 20% since last year and currently has high market competition with six market leaders: Maybelline, Milk Makeup, Charlotte Tilbury, Elf Cosmetics, Stila and Beautycounter.

Plum Lipstick

There are 4.8K average monthly searches for plum lipstick, a growth of 549% since last year, but still a low volume compared to other lipstick product searches. Brands being searched alongside the trend are Clinique, Mac, Bobbi Brown and Nyx.
Spate suggests that plum is the new red in lipstick as consumers look for a bold and moody vibe to fit the cold winter. The color has universal appeal, as evident in its related searches for skin, dark skin, pale skin and olive skin.

Lipstick had a resurgence in 2021 that continues to show growth, with lipstick palette and metallic lipstick searches increasing 196.6% and 230%, respectively. Lip plumping gloss (132.7% increase) and lip pencils (79%) are other trending lip products.

Gua Sha Stone

There are 99.1K average monthly searches for gua sha stone, an increase of 47.7% since last year and a high search volume compared to other accessories and devices in the face product category. There is low competition with two brand leaders—Lanshin and Sephora.

The gua sha stone is a tool for massaging face or body to improve circulation and skin health. The technique is derived from traditional Chinese medicine. The most common related search term was “how to use” (301% increase), presenting an opportunity for brands to provide education and tutorials on the skin care tool.
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Jade is the traditional stone used for the tool, but rose quartz is a popular alternative. Crystal products are currently the largest increase in natural beauty-related ingredients, with a 63.5% increase since last year, per the report.

“Everyone is looking for that ultra-shiny sleek hair that still has a bit of movement,” Joseph Maine points out. “It can be difficult to smooth your hair while keeping a bit of bend and movement. Sometimes the hair becomes dry looking in the process and loses that liquid movement and reflection.” ​

Move over, beach waves—there's a new hairstyle in town. As temps get cooler, people are trading in their textured curls for a silky new look: liquid hair. A quick scroll on social media shows even celebs like Jennifer Lopez, Hailey Bieber, and are jumping on the liquid hair trend, serving up major holiday party inspo.

Unlike the wet hair trend, liquid hair doesn't actually appear wet. Rather, think ultra-shiny, reflective hair that's full and soft to the touch. Its super-sleek appearance makes it reflect the light like water does (hence the name). The final result rests between stick-straight, flat-ironed strands and a voluminous, salon-quality blowout.

"This is a healthy-looking, elevated version of our straight '90s hair," says Clariss Rubenstein, a celebrity hairstylist who works with names like Olivia Holt, Jennifer Garner, Dakota Fanning, and others. Unlike board-like glass hair, which had a big moment circa 2018, liquid hair is softer. "It's sleek with more movement and flow—the way liquid would pour down from the top of your head," adds celebrity hairstylist Joseph Maine.

The glam-casual look that comes just in time for your end-of-the-year festivities, from a dinner date to holiday parties. And here's the best part: Any hair type can try it (yes, even curly types).

Both experts agree that for long-term results, an in-salon keratin treatment is a good option, especially for those with very thick, curly hair. "It's a chemical process to straighten your hair and can really help smooth out the texture and cuticles of unruly strands," says Maine. According to Rubenstein, these treatments tend to fade out after three to six months, so there is a lot of longevity there. "You will still have to blow-dry and flat-iron to get the liquid look, but the result will be healthier, shinier hair with much less effort," she says. Just be sure to consult with your stylist before committing. "It can make hair extremely straight over time, and is known for overdrying the ends if not properly maintained," says Maine.

​If you're looking for a less permanent alternative, or just want to test drive the silky, syrup-y look yourself, it all starts with a smooth blow dry. "The difference between your everyday blowout and the liquid hair trend is in the finish," says Maine. "It's important to not overdo it with the flat iron and find a good balance with your products."

Below, the pros break down the steps for achieving liquid hair at home.

1. Coat wet hair with a hydrating, anti-frizz product to help straighten and lock out the humidity for a long-lasting hold. Maine recommends Color Wow's Dream Coat ($28; amazon.com) throughout wet hair, while Rubenstein opts for Monat's Rejuveniqe Oil ($99; monatglobal.com).
2. Blow-dry hair as smooth as possible with a round brush. Maine's go-to is Trademark Beauty Easy Blo. "It's the perfect size round brush for the liquid trend, as it detangles and smooths in a single step without taking the life out of the hair," he explains.
3. Touch up with a flat iron. Rubenstein notes you should flat-iron in small sections, using a paddle brush in front of the iron. Pay special attention to the ends, going over them with a flat iron to lock the style in place.
4. As a last step, eliminate frizz and flyaways with a finishing spray. Both Maine and Rubenstein recommend a shine spray: "You want the finish to be glossy (no flyaways or stray ends) without looking greasy or overly product-y," says Maine.

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