Top Personal Care Trends of 2023 & 2024

Here are the current personal care trends of 2023 and 2024, found using our software tool and selected based on their growth and global popularity across sites like Google, TikTok, Reddit, Twitter, YouTube, Amazon, and more. These are not fads, such as new movies or social media challenges – rather they’re long-term global personal care trends that are likely to see continued growth throughout 2023 and into 2024. We’ve also included our analysis on these new emerging trends below.

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Kitsch Shampoo

10K
Past Month Searches
+451%
Past Year Change

Kitsch shampoo is a type of hair cleaning product that interestingly comes in the form of a sustainable bar, designed to improve all hair types. There's been an increasing trend towards sustainability; more and more people are becoming conscious of plastic waste and are consequently opting for products that are environmentally friendly like the Kitsch shampoo bars. …  Read more

Deodorant Stone

15K
Past Month Searches
+263%
Past Year Change

A deodorant stone is a natural alternative to traditional deodorants, often made from mineral salts and free from harmful chemicals. With increased health conscientiousness, the public is opting for products with fewer harsh chemicals. Moreover, a rising trend in eco-conscious living has led to a heightened demand for products with minimal environmental impact. …  Read more

Salt Deodorant

15K
Past Month Searches
+207%
Past Year Change

Salt deodorant is a natural product made from mineral salts that works to prevent body odor by creating a protective barrier against odor-causing bacteria. Its popularity has grown due to a trend towards natural and organic skincare products in response to health and environmental concerns. …  Read more

Hair Wax Stick

27K
Past Month Searches
+131%
Past Year Change

A hair wax stick is a small, cylindrical container of hair wax. The wax is applied to the hair to give it texture and hold. The wax can be applied in a variety of ways, depending on the desired look. …  Read more

Silicone Body Scrubber

3.1K
Past Month Searches
+126%
Past Year Change

Silicone body scrubbers are bath accessories used for exfoliation, skin rejuvenation and cleansing purposes. Made from soft and safe silicone material, these scrubbers do not harbor bacteria as traditional loofahs do. They are also more environment-friendly than traditional plastic-based scrubbers as they do not release microplastics. …  Read more

Detergent Sheets

16K
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+76%
Past Year Change

Detergent sheets are a type of laundry detergent that come in the form of a sheet. The sheets are said to be more efficient than traditional liquid or powder detergents, as they are able to dissolve quickly and penetrate fabric fibers. …  Read more

OpenRun

35K
Past Month Searches
+68%
Past Year Change

OpenRun refers to open-ear sport headphones that use bone conduction technology for comfortable listening while maintaining awareness of the environment. The shift towards health consciousness has also led to opting for earbud-free options due to increased awareness about potential hearing damage from in-ear headphones, further accentuating OpenRun's appeal. …  Read more

Pimple Patches

98K
Past Month Searches
+67%
Past Year Change

Pimple patches are adhesive patches that are meant to be applied to pimples to help them heal and disappear more quickly. The patches are often made of hydrocolloid, which helps to absorb the sebum and pus from the pimple. …  Read more

MicroPerfumes

11K
Past Month Searches
+63%
Past Year Change

MicroPerfumes is an online retailer that sells decants of designer fragrances. A decant is a small bottle of perfume that is typically 10ml or 20ml in size. MicroPerfumes sells decants of over 1,000 different fragrances, including popular brands such as Chanel, Dior, and Tom Ford. …  Read more

Glueless Wigs

9.9K
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+59%
Past Year Change

Glueless wigs are wigs that do not require any adhesive or tape to be attached to the head. The wigs are made with a mesh cap that is meant to be worn like a normal hat. The cap is then covered in hair that has been attached to the cap in a similar manner to a weft. …  Read more

UltraGlass

3.1K
Past Month Searches
+59%
Past Year Change

UltraGlass is a treated screen protector for iPhones that offers enhanced durability and resilience, along with an anti-microbial coating. Infused with anti-microbial layers for hygiene, it gains a potent relevance in a world now heightened in its health consciousness after the pandemic. …  Read more

Scar Tape

6.6K
Past Month Searches
+56%
Past Year Change

Scar tape is a medical tape that is meant to be applied to scars to reduce their visibility and improve their appearance. The tape is made of a stretchy material that is meant to be applied in a crosshatch pattern. …  Read more

Grip Socks

43K
Past Month Searches
+48%
Past Year Change

Grip socks are socks that are designed to improve traction and prevent slipping. The socks are made of a non-slip fabric and often have a textured surface to provide extra grip. They are ideal for activities such as yoga, Pilates, and barre. …  Read more

Tattoo Second Skin

14K
Past Month Searches
+46%
Past Year Change

Tattoo second skin is a product that is designed to protect new tattoos from the sun. The product is a type of adhesive bandage that is meant to be worn for a few days after getting a new tattoo. The bandage is said to keep the tattoo from fading and protect it from bacteria. …  Read more

Dexamethasone Ear Drops

2.2K
Past Month Searches
+31%
Past Year Change

Dexamethasone ear drops are a type of steroid medicine used to treat infections and associated inflammation in the ear. The growing population susceptible to ear infections due to increased water activities and use of ear devices has created higher demand for ear infection treatments, further propelling the surge in search volume. …  Read more

Blue Light Sunscreen

1.7K
Past Month Searches
+29%
Past Year Change

Blue light sunscreen is a type of sunscreen designed to protect the skin from harmful blue light emitted by electronic devices, along with UV rays from the sun. As remote working becomes more prevalent, employees are spending significantly more time in front of their screens, further heightening the need for screen-specific skincare. …  Read more

Wild Deodorant

128K
Past Month Searches
+25%
Past Year Change

Wild deodorant is an all-natural, sustainable deodorant that is environmentally friendly and hypoallergenic. The rise in consciousness concerning environmental sustainability has led to a surge in interests in eco-friendly products, including Wild deodorant which features reusable dispensers. …  Read more

Heat Protectant Spray

22K
Past Month Searches
+25%
Past Year Change

A heat protectant spray is a spray that is meant to be applied to hair before using a hair dryer, flat iron, or other heat styling tool. The spray is designed to protect hair from the heat and to help it retain moisture. …  Read more

Shampoo Refill

3.4K
Past Month Searches
+24%
Past Year Change

Shampoo refills, a sustainable alternative to traditional shampoo bottles, provide consumers with refill pouches designed to refill their existing shampoo containers. Refill packs provided more product in less packaging. The increased environmental consciousness among consumers has pushed them toward more eco-friendly alternatives, like shampoo refill packs, in an effort to reduce plastic waste. …  Read more

Makeup Cleansing Balm

4.1K
Past Month Searches
+23%
Past Year Change

A makeup cleansing balm is a type of facial cleanser that is meant to remove all traces of makeup from the skin. The balm is typically made with oils and waxes that help to break down the makeup and emulsify it so that it can be rinsed away. …  Read more

Period Swimwear

7.7K
Past Month Searches
+16%
Past Year Change

Period swimwear is swimwear that is designed to be worn during menstruation. The swimwear typically features a built-in pad or liner that can absorb blood and other fluids. The swimwear is meant to be comfortable and convenient for women who want to swim or exercise during their period. …  Read more

Pura Scents

3.4K
Past Month Searches
+13%
Past Year Change

Pura Scents is a popular fragrance diffuser using smart home technology. Using the app and the device, users can control the schedule and intensity of when the scents will be diffused. …  Read more

Lume Deodorant

58K
Past Month Searches
+11%
Past Year Change

Lume Deodorant is a natural deodorant that is designed to be used for underarms and private parts. The deodorant is said to be effective in preventing and neutralizing odor and absorbing wetness. It is also free of aluminum, parabens, and sulfates. …  Read more

Lash Wash

3.2K
Past Month Searches
+7%
Past Year Change

Lash Wash is a product that is meant to be used to clean eyelashes. The product is applied to the lashes and then rinsed off with warm water. It is said to remove dirt, oil, and makeup from the lashes and to help condition them. …  Read more

Shoe Washing Machine

2.1K
Past Month Searches
+5%
Past Year Change

A shoe washing machine is a machine that is designed to clean shoes. The machine has a basin where the shoes are placed, and a brush that is used to scrub the shoes. The machine also has a built-in dryer to dry the shoes. …  Read more

Tape For Body

5.7K
Past Month Searches
+1%
Past Year Change

Tape for Body is a type of adhesive tape that is meant to be used on the body for various purposes. The tape is said to provide support for muscles and joints, improve circulation, and relieve pain. …  Read more

Manscaped

126K
Past Month Searches
+1%
Past Year Change

Manscaped is a male grooming company that offers a line of products for trimming body hair, most notably for the groin, nose, etc. The company also offers lifestyle and personal care products for men from apparel to haircare kits and perfume. …  Read more

Tattoo Numbing Cream

22K
Past Month Searches
+1%
Past Year Change

Tattoo numbing cream is a cream that is meant to be applied to the skin before a tattoo is done. The cream is designed to numb the skin and reduce the pain of the tattooing process. …  Read more

Trend Highlight – The Rise of U Shaped Toothbrushes

Americans spend an average of 4 years, throughout their lives, in cars–a period of time that was first monetized with the rise of the radio ad industry, where half of the $30B spent each year on radio ads is played to in-car listeners.

Similarly, Americans also spend a lot of time–an average of 3 months throughout their lives, brushing their teeth. Though this time isn’t being monetized in the same way, a growing number of companies are charging hefty prices to reduce brushing time down to less than one month–a 2 minute brushing down to 30 seconds.

Rising brands like Symplbrush sport witty copy like “The 30-second solution to a 2-minute problem”, “Stop brushing your teeth”, and “Outsource perfect brushing technique”. The device itself looks like a mouthguard filled with toothbrush bristles and has a similar effect to, in concept, applying electric toothbrush heads to all areas of the teeth at the same time.

One of the commonly cited reasons people prefer electric toothbrushes is because they often come with a 2-minute timer. Consumers report that when brushing manually, they need to pay attention to how long they’ve been brushing, and thus perceive the time as long and less enjoyable. When outsourcing this to a timer, users say they can think about other things which makes brushing more enjoyable. This means they’re more likely to brush for longer and therefore get better results.

Demand for this type of toothbrush is also for parents who typically have trouble getting their kids to brush for the full 2 minutes, twice a day. Some of the top Google autocomplete suggestions for “u shaped toothbrush” are “for kids” and “for toddlers”.

Trend Highlight – How Gillette Is Disrupting the Razor Market

After years of disruption in the razor market, its biggest player, Gillette, is hoping men will pay a premium for a product that brings a barbershop-style shave home.

 

The company's Heated Razor retails for $200 and incorporates a "warming bar" inspired by the luxury of a hot-towel shave. While Gillette commands about half of the $2.8 billion men's shaving market in 2017, that's a significant slide from the 70% it enjoyed in 2010. Since then, it has lost ground to newer companies like Dollar Shave Club and Harry's, and in 2017, parent company Procter & Gamble slashed prices by an average of 12% to compete with the influx of competition.

 

With the Heated Razor, Gillette has a different strategy: Once a customer invests in a base unit (or gets one as a gift), they're more likely to feel locked into continuing to buy the matching blade cartridges at $25 for a pack of four. These are the higher-margin products and where most razor companies make the bulk of their profits.

Trend Highlight – The Rising Popularity of Menstrual Cups

For the feminine care industry, the rising popularity of menstrual cups is part threat, part opportunity.

 

On the one hand, reusable cups aren't the ongoing moneymakers that disposable products like tampons and pads are; on the other, they take up far less shelf space and — at around $20 to $40 per cup — command much higher margins. And for consumers, cups are not only a way to cut down on waste, but also often a more cost-effective option, as they only need to be replaced every couple of years.

 

As interest in more sustainable products becomes increasingly mainstream, menstrual cup startups like Saalt and Nixit have been able to position themselves as lifestyle brands, sold alongside hair-growth supplements and CBD oils at stores like Urban Outfitters and Target. For retailers, health and wellness is a profitable, growing category, and offering eco-friendly products is key to winning with younger consumers in particular.

 

Despite the difficulty of creating change here, the category is heating up. While category leader DivaCup has grown over 630% in the last 5 years, an even brighter indicator is that Tampax, owned by P&G, has finally launched a menstrual cup.

 

Unlike many products where companies have the consumer's entire life to fight over brand loyalty, menstrual products become very hard to market after a consumer's childhood, when they're usually introduced to a specific product by their mother. And although it's usually from mother to daughter, companies have tried to circumvent this. In fact, the majority of U.S. elementary schools hold a sex ed program called "Always Changing" which is sponsored by P&G's Always pads and includes free product samples.

Trend Highlight – Why Tattoo Numbing Cream Is So Popular

While it may seem like the rise of Tattoo Numbing cream would be driven by consumers, businesses are creatively using the product to cut costs and increase profits in surprising ways.

 

Tattoo numbing cream reduces the pain barrier to getting tattoos, expanding the market size. And since customers often ask their tattoo artist to take a break because it hurts too much, numbing cream actually speeds up the process of getting a tattoo by reducing interruptions. As well, the parlors using numbing cream have an advantage over those that don’t: reviews are less likely to discuss pain. This is particularly valuable in the tattoo industry where the permanent nature of tattoos means consumers are more likely to do their research and fully read review pages before committing to a specific parlor.

 

One of the top reasons people avoid getting tattoos is pain. Tattoo purists believe that pain is part of the experience, but as tattoos get more popular, they become less of a way to suffer in order to stand out, and more of a way to fit in.

 

Tattoos are more popular than many people think. Right now, 3 in 10 Americans have a tattoo, and, among millennials, nearly half have them. Many choose to get tattoos that can be covered with clothing, so the size of the market is larger than it seems. But even visible tattoos are rising in popularity, which is a self-fulfilling cycle: a visible tattoo is an advertisement that it's okay to have tattoos.

 

The creams themselves are usually based on lidocaine, which has been a popular local anesthetic for decades. Part of the rising popularity of tattoo numbing cream comes from branding: the ingredient is the same as it always was, but instead of buying a generic pain solution, customers are now buying one that solves their specific problem. This is especially important in health; it’s a product that already exists, but the branding assures the buyer that they’re getting exactly what they’re looking for, not doing a DIY hack.

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    KeywordGraph - 5 YearsGrowth - YoY
    Kitsch Shampoo
    451%
    Grounding Sheets
    369%
    AI Glasses
    325%
    Deodorant Stone
    263%
    Salt Deodorant
    207%
    Knee Massager
    197%
    Leapfrog Monitor
    155%
    Hair Wax Stick
    131%
    Silicone Body Scrubber
    126%
    First Day Vitamins
    118%

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    Past Personal Care Trends

    Face Lift Tape
    Peaked in 2022
    U Shaped Toothbrush
    Peaked in 2022
    Meridian Grooming
    Peaked in 2021
    Delay Spray
    Peaked in 2022