Biotin, often referred to as vitamin B7, is rapidly increasing in demand with the market projected to reach $8.33 billion by 2033, a CAGR of 8.5% from $3,696.0 million in 2023 (Future Market Insights).
It is increasingly being introduced into beauty formulations due to its role in supporting keratin production, a key protein for hair, skin, and nails. This vitamin is vital for maintaining the structure of hair, promoting shine and thickness, and ensuring skin remains firm and well-hydrated.
While biotin supplements are commonly used, biotin-rich natural oils such as almond, coconut, and argan oil offer an appealing source, as they are packed with nutrients, including biotin, and are easily absorbed into the skin and scalp, nourishing from the outside. These oils help stimulate hair follicles and encourage healthy skin, thanks to their blend of fatty acids and vitamins, which enhance both texture and shine. Including these oils in hair care routines not only provides hydration but also supports stronger, healthier growth.
Overall, biotin’s inclusion in natural oils has made it a rising trend, appealing to those seeking natural beauty solutions. As people turn to more natural products, the combination of biotin with plant-based oils is gaining traction, offering a way to boost hair and skin vitality without the need for heavy chemical treatments.
“Glass hair” trend with natural oils
The global hair care market is expected to grow significantly, with a projected value of $107.2 billion by 2028, a CAGR of 4% since 2023 (Research and Markets). Shine-enhancing products are playing a key role in this growth as consumers prioritise aesthetics and seek out treatments for glossy, healthy-looking hair.
The “glass hair” trend has surged in popularity due to its sleek, ultra-shiny finish that reflects light, like glass. Inspired by the smooth, luminous look of “glass skin,” glass hair offers a polished, elegant aesthetic that suits various hair types.
One major driver behind the longevity of the glass hair trend is the increasing consumer demand for products that prioritise shine and hair health. According to research from beauty market analysts, shine has become one of the most sought-after qualities in hair care, pushing brands to innovate.
Achieving this look typically involves using a flat iron to straighten small sections of hair, combined with shine-enhancing products such as serums or oils to smooth the cuticle and add gloss.
Natural oils play a key role in this trend by helping to moisturise and protect the hair while boosting shine. Oils such as argan, camellia, and jojoba are commonly used to seal the hair’s cuticle, lock in moisture, and enhance reflectivity, as well as helping to reduce frizz, smooth the hair shaft, and give it the glass-like effect. Products such as heat protectants are also essential to minimise damage from styling tools, ensuring that the hair remains healthy and smooth for an optimal glassy look.
Incorporating natural oils into formulations targeting the “glass hair” trend will not only help achieve the glass-like finish but also keep the hair nourished by promoting overall scalp health, strengthening the strands, and preventing breakage, making the style sustainable beyond just the surface-level shine.
West African natural ingredients fuel global skincare trends
West African body care has gained significant attention in recent years, with natural ingredients such as shea butter, baobab, and moringa seed oil leading the trend. These ingredients, deeply rooted in African traditions, are known for their nourishing properties and have been integral to skincare regimes for centuries.
Shea butter, sourced from the nuts of the shea tree in West Africa, is renowned for its deeply moisturising and anti-inflammatory benefits. Baobab oil, extracted from the seeds of the “tree of life”, is rich in antioxidants and essential fatty acids, helping with skin elasticity and hydration. Similarly, moringa seed oil, native to sub-Saharan Africa, offers vitamins A, C, and E, helping to rejuvenate and brighten the skin. (Learn more about our baobab and moringa supplier’s story here). These ingredients, known for their purity and effectiveness, have sparked global interest, driving West African body care into the mainstream.
This increase in popularity is reflected in market growth. The global shea butter market alone was valued at approximately $655.2 million in 2020 and is projected to reach $2,408.7 million by 2030, with a CAGR of 14.1% from 2022 to 2031 (Allied Market Research). The demand for natural and organic products has led consumers to seek alternatives to synthetic chemicals, with Google Trends showing a consistent rise in search volumes for ingredients, including “shea butter” and “moringa oil” over the past five years.
In addition, social media platforms, particularly Instagram and TikTok, have also fuelled the popularity of West African body care, with influencers and brands highlighting the benefits of these ingredients. This trend has not only raised awareness about the effectiveness of natural ingredients but also empowered local African producers, driving sustainable economic growth in the region.
The viral rise of coconut fragrances in beauty
Coconut-scented products have surged in popularity, especially Gen Z and Millennials. This rise is closely tied to the broader trend of tropical, nostalgic, and wellness-driven fragrances, evoking a sense of relaxation and escapism. Coconut fragrances, associated with beach holidays and comfort, align well with this mood, driving their demand in both personal care and home products.
On TikTok, fragrance-related content has boomed, with users actively engaging in perfume reviews, scent layering techniques, and affordable alternatives to high-end brands. The hashtag #coconutperfume has gained traction, reflecting growing consumer interest in coconut-scented beauty products. The social media platform has become a crucial avenue for beauty marketing, contributing to a massive $31.7 billion in beauty sales in 2023 (Cosmetics Design), fuelled by viral trends and influencer endorsements.
Coconut-scented products are particularly favoured in body mists, where brands such as Sol de Janeiro have achieved “TikTok stardom.” For example, their Coco Cabana body mist, featuring a coconut aroma, has gained popularity due to its beachy and summery scent. Moreover, coconut-scented products are often highlighted for their ability to create a relaxing, tropical ambiance—an aspect of wellness that is highly appealing in today’s stress-filled world.
The fragrance market overall has seen impressive growth, with coconut scents as a key driver of demand, especially for body mists and home fragrances. The coconut fragrance trend shows no signs of slowing down, due to its nostalgic and calming associations, and the social media buzz surrounding it.
Please note that the views/opinions expressed in this blog are solely our own. It is the responsibility of our clients to conduct the necessary testing to substantiate any claims and ensure compliance with industry standards for every ingredient. We will not accept any liability for claims made based on our content.
This year, the industry was shaped by evolving consumer demands, increasing transparency, and deeper commitments to environmental and social responsibility.
