Spate and Vogue Business Track Top 5 Beauty and Wellness Trends
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The Vogue Business Beauty Tracker, produced in collaboration with Spate, tracks the top 5 brands, trends, and ingredients driving significant year-on-year growth.
Haircare search data from August 2025 to July 2026 highlighted growing interest in active follicle health solutions, including redensyl, peptide serums, and rice water hairspray.
Clinical scalpcare leads hair category
Brand interest centered on science-backed and premium solutions, with Labo-H trending for Korean scalpcare and hair loss prevention, alongside Bare Anatomy, UltraSwim, Iso Beauty, and Bvlgari Beauty.
Swimming-specific cleansers from UltraSwim and salon-grade styling tools from Iso Beauty recorded steady increases, alongside luxury hybrid cleansers from Bvlgari Beauty. On TikTok, content centered on practical styling and protection gathered engagement, with hashtags for fast curly hair routines and freshwater mineral protection drawing steady viewership.
Bodycare shifts to clinical active ingredients
In body treatments, consumer preference moved toward exfoliating and brightening actives typically used in facial skincare during the July 2025 to June 2026 period. Alpha hydroxy acid body lotions, kojic acid formulations and hand exfoliators logged steady volume gains, alongside muscle recovery products such as epsom salt lotions.
Brand interest concentrated on sensitive skin and barrier support lines. Australian brand QV Skincare recorded rising interest for barrier-repair lotions, while Curology drew search gains for dermatologist-led body acne treatments. Naked Bee expanded visibility for honey and oatmeal formulas, while Luna Daily captured queries for microbiome-balanced intimate care products.
“Naked Bee expanded visibility for honey and oatmeal formulas, while Luna Daily captured queries for microbiome-balanced intimate care products.”
Functional delivery formats reshape wellness
Wellness searches reflected demand for targeted, screen-free and non-pill formats over the 12 months to June 2026. Wearable dopamine patches for focus, acupressure wristbands for motion sickness, and screenless fitness trackers outpaced standard health devices in monthly search acceleration. Liquid zinc and male fertility nutritional supplements recorded higher query volumes across preventive health channels.
Specialist wellness labels captured the shift toward single-benefit nutrition. Artemis Tea gained traction for organic herbal infusions, Nancy’s Probiotic logged search growth for cultured nutrition, and Sparkle Wellness grew search share through collagen powders targeting skin and joint vitality.
For retailers across the Asia-Pacific region, the data confirms that personal care margins are shifting away from generic beauty counters toward specialized, clinical formulations. Department stores and health-and-beauty chains that allocate shelf space to dermatological actives and targeted scalp solutions will capture higher spend per basket than those relying on standard mass-market shampoos and washes.
The risk sits with legacy beauty manufacturers that depend on generalized marketing claims without published active percentages. Consumers now search directly for specific compounds such as redensyl and kojic acid, leaving little room for unformulated private-label products to compete on price alone.
This search acceleration builds on a two-year migration toward functional personal care across Asian metropolitan hubs, where scalp clinics and derma-skincare lines have steadily replaced multi-step cosmetic routines. Retail buyers in Seoul, Singapore and Mumbai spent late 2025 rebalancing shelf inventory toward pharmacy-adjacent brands.
Merchandisers now look to fourth-quarter procurement orders to see whether high search volumes for topical actives translate into sustained reorder rates across regional drugstores through the first half of 2027.
Questions & Answers
Q.What kind of beauty products are consumers in Asia-Pacific metropolitan hubs now prioritising in their personal care routines?
What kind of beauty products are consumers in Asia-Pacific metropolitan hubs now prioritising in their personal care routines?
Consumers are shifting towards functional personal care, replacing multi-step cosmetic routines with scalp clinics and derma-skincare lines. Retail buyers have rebalanced shelf inventory towards pharmacy-adjacent brands, focusing on dermatological actives and targeted scalp solutions.
Q.How are department stores and health-and-beauty chains advised to adjust their product offerings to improve profitability?
How are department stores and health-and-beauty chains advised to adjust their product offerings to improve profitability?
They should allocate shelf space to dermatological actives and targeted scalp solutions. This strategy is expected to capture higher spend per basket compared to relying on standard mass-market shampoos and washes, aligning with current consumer search trends.
Q.Which specific active ingredients are consumers actively searching for in hair and body care products?
Which specific active ingredients are consumers actively searching for in hair and body care products?
In haircare, consumers are searching for active follicle health solutions like redensyl, peptide serums, and rice water hairspray. For bodycare, demand is for exfoliating and brightening actives, including alpha hydroxy acid, kojic acid, and barrier-repair lotions.
Reader pulse
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