From novel textures for skin care and color cosmetics, to hair and scalp products in fun formats, this article provides a snapshot of the most-sought experiences in beauty and personal care; complete with Spate data from analyst Jenny Zeng, and an insider's take from Pascal Yvon at Sharon Personal Care by Eternis.
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From novel textures for skin care and color cosmetics, to hair and scalp products in fun formats, this article provides a snapshot of the most-sought experiences in beauty and personal care; complete with Spate data from analyst Jenny Zeng, and an insider's take from Pascal Yvon at Sharon Personal Care by Eternis.
Beauty consumers want more than efficacious products - they want sensory experiences that enrich the self-care process, cushioning them in luxury or engaging them in playful, unexpected ways. According to Jenny Zeng, beauty insights analyst at Spate, “current market trends reflect a growing consumer appetite for products that deliver both enhanced sensory experiences and functional innovation.”
“Sensory experiences are [also] becoming central to the cosmetic industry's innovation and marketing strategies,” writes Pascal Yvon, general manager for the Americas at Sharon Personal Care by Eternis. “These trends enhance emotional well-being, promote deeper consumer connections and differentiate products in a competitive market.”
He added that the focus on optimizing touch, scent and visual appeal as integral components of product formulation and innovation is constantly growing. “Sensorial experience in skin and hair care is driven by blending emotional appeal, technological innovation and sustainability to meet evolving consumer expectations,” Yvon explained. “Creating emotional connections and memorable interactions with beauty brands is critical to fostering consumer loyalty.”
In terms of memorable product interactions, Zeng recently shared Spate statistics1 from Google searches in March 2025 that reflect desired skin and hair care experiences – in addition to insights on what’s driving them.
Skin Care: Ampoules, ‘Rubber’ Masks, LED Devices and Textures
Interest in ampoules has surged, per Zeng, with an average increase of 10.5K searches monthly. This is driven by consumers seeking high-potency treatments. Examples include Centella ampoules and Mediheal collagen ampoule pads.
Another trending format is “rubber” masks, generating a 2.6K average increase in monthly searches; notably, the masks are usually based on alginate blends to create a rubber- or jelly-like texture. Driving this trend are Korean rubber masks like Dr. Jart’s cryotherapy-inspired Cryo Rubber mask, which is made of a blend of seaweed that cools and conditions skin. The mask is paired with an ampoule, coincidentally.
To use the mask, after cleansing and toning, consumers open the ampoule and smooth the serum over skin. Four serums are available: hyaluronic acid, or skin brightening, soothing or firming. The mask is then removed from its film and applied over the serum to the face. After wearing it for 30 - 40 min, the mask is removed and skin is lightly patted to help it absorb the remaining serum.
Tech-driven products also continue to draw interest. Searches for LED devices, in particular, are up an average 2.4K searches monthly, per Zeng. Examples like Neutrogena and Dr. Dennis Gross LED and LED eye masks offer a light-based skin care approach.
In terms of formulas, Yvon sees that while body care products embrace lightweight, quick-absorbed, whipped and cloud-like textures, they also include rich textures in the form of cushiony balms and melts.
On-the-go Lip Care and Jelly Creams/Oils
For lips, phone cases with built-in lip balm “slots” are trending, per Zeng. Searches for these products are up more than 1,000% year over year, driven by viral offerings like the Rhode lip balm phone case, blending beauty with on-the-go functionality. In relation, searches for lip balm keychains are up 578.6% in the past year.
Jelly formats continue to drive demand, too, with a 113.1% increase in searches year over year. This is exemplified by searches like collagen jelly creams and e.l.f. Jelly Pop lip oils.
Mists, Pastes, Sticks and Fun Formats in Hair
In terms of hair care, searches for mists are growing by an average +14.7K monthly, Zeng reports Examples include Color Wow Money Mist, a dry shampoo to increase hair strength and shine, and the Magic Myst leave-in conditioner, detangler, smoothing balm and heat protectant by In Common.
Pastes are another novel format for hair, driving a +3.6K increase in monthly searches. One trending product is the R+Co Badlands Dry Shampoo Paste, positioned as “part dry shampoo, part styling paste, 100% badass and TSA approved.” Per Zeng, interest in hair pastes indicates a demand for styling solutions.
And sticks for hair? Apparently. Zeng reports a 3.5K increase in monthly searches, as demonstrated by products like Briogeo’s Sleek Stick, described as a vegan wax that dries sleek with a glossy, grease-free finish. Kitsch’s Hair Wax Stick, to smooth flyaways and control frizz, is another example.
Yvon also observes: “Hair care [is seeing] a rise in playful formats like foams, mousses and jellies.”
Delivery in Hair: Ampoules, Scalp Massagers and Rollers
Considering their popularity for skin, ampoules are not surprisingly gaining popularity in hair – registering an increase of more than 1,000% in the past year. Zeng cites this growth to consumers seeking targeted treatments. Vichy hair ampoules for hair loss are one trending example.
Interest in scalp massagers is on the upswing, too, with a 146.6% year on year growth. According to Zeng, this emphasizes the drive for sensorial self-care through tools like scalp massager brushes and shampoo head massagers. Related to scalp massagers, derma scalp rollers are trending, with a 107.9% increase in searches over the past year.
Future Projections: Personalized, Adaptive and Emotionally Connected
According to Yvon, future sensory trends in personal care will focus on personalization, adaptive and smart products (climate), emotional beauty and multi-sensory innovation. He also believes customization will grow. “AI-driven tools and diagnostics will allow brands to offer formats tailored to individual preferences. Great potential lies in uniting sensorial experiences with function, emotion and sustainability, making beauty experiences both effective and deeply personal,” he explains.
“AI-driven personalization, biotech actives and smart formulations are reshaping personal care, ushering in sensorial beauty that supports well aging and skin longevity,” Yvon adds. “Today’s products must feel exceptional while maintaining skin and hair health. …[T]his vision is embedded in our [company’s] portfolio, where each solution delivers measurable efficacy and multi-sensory appeal…”
References
1. Spate. (2025, March). Internal data. U.S. Search from Feb 2024 - Jan 2025 vs. Feb 2023 to Jan 2024. Metrics explained: increase in volume = the difference in the average search volume of the past 12 months and the average of the previous 12 months; year-over-year growth rate = latest 12 months vs. previous 12 months growth rate.
