With social media fueling today’s skin-care trends, not every viral ingredient or product is necessarily the most effective—just the most searched. Recently, Spate analyzed Google search data from 2024 to 2025 to identify which ingredients saw the biggest spikes in interest. The ones below experienced the most notable year-over-year growth, and we tapped experts to weigh in on which are truly worth adding to your routine.
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Hypochlorous Acid
The top ingredient, hypochlorous acid, saw more than a 19.7K increase in Google searches year over year. It’s an interesting one: an antimicrobial compound that can be used as a disinfectant. While it may offer some soothing and antimicrobial benefits for skin, experts note that its instability can make it inconsistent in skin care. “When freshly generated, hypochlorous acid can reduce microbial load, but it’s also not an FDA-approved antimicrobial or anti-acne ingredient for skin care,” says cosmetic chemist Kelly Dobos. If you’re interested in trying it, cosmetic chemists Victoria Fu and Gloria Lu recommend storing it in the fridge to help preserve its shelf life.
Products to try: BRIOTECH Topical Skin Spray ($14); Tower 28 SOS Daily Rescue Facial Spray ($28)
Growth Factors
“This is a class of ingredients that promotes skin repair and collagen support. Many growth factors are peptides,” Fu and Lu say of the term, which is up 18.2K in searches. Cosmetic chemist Ginger King adds that ingredients like epidermal growth factors and exosomes are best suited for regenerative uses, such as enhancing wound healing, making them a strong option in post-procedure products.
Products to try: The Ordinary GF 15% Solution ($16); SkinMedica Post-Procedure Repair Complex ($185)
Tallow
“Tallow is rendered animal fat composed primarily of triglycerides with fatty acids,” says Dobos. “It’s a thick, greasy material that acts as an emollient, smoothing and moisturizing the skin,” she says, noting that there’s not necessarily evidence that it performs better than other well‑studied, more consistent emollients. While it’s not necessarily harmful, Fu and Lu recommend sticking to other occlusives with more research, like petrolatum, cocoa butter, shea butter (also on this list) and lanolin. Whatever you do, don’t listen to the trends telling you to use it as a sunscreen, warns King.
Rice
Rice has been used in skin care for centuries in Asia and is often praised for its brightening effects, says King. Over the past year, products featuring rice water and rice enzymes have grown in popularity, as K-beauty has put a spotlight on the ingredient and its potential to help brighten dull-looking skin.
Products to try: Dermalogica Daily Microfoliant ($69); Anua Rice Enzyme Brightening Powder Cleanser ($20)
Manuka Honey
Honey has long been a popular skin-care ingredient, but lately the manuka variety in particular has been getting more buzz. Manuka is a special grade of honey with data supporting its skin-calming and acne-fighting benefits, says King. It’s also believed to offer antimicrobial properties and help boost radiance.
Products to try: Flamingo Estate Manuka Rich Cream ($48); Naturopathica Manuka Honey Cleansing Balm
Ginseng
“With the rise of K-beauty, it makes sense that ginseng’s popularity is also on the rise,” says Fu and Lu. King adds that ginseng works well as a skin energizer and radiance booster. Fu and Lu also note that some vegan PDRNs are derived from ginseng.
Products to try: Sulwhasoo Concentrated Ginseng Rejuvenating Serum ($215); Origins GinZing Energizing Rich Cream ($39)
Propolis
This bee byproduct is often used for its anti-inflammatory benefits and its ability to help create a glass-skin effect, says King. Still, the ingredient isn’t exactly new. “Seriously, what year is it?” Fu and Lu ask when told propolis is up more than 89 percent in Google searches.
Products to try: COSRX Full Fit Propolis Synergy Toner ($29); Epicuren Brazilian Propolis Mist ($40)
Shea Butter
“Shea butter is a wonderful, nourishing occlusive that can, depending on the sourcing, fit a wide range of skin-care applications,” say Fu and Lu. It’s a rich emollient found in creams, lotions and lip balms to help soften skin, adds Dobos, who mentions it’s known for its moisturizing and soothing benefits—especially for dry, sensitive skin. Though shea butter has long been a staple in cosmetic formulations, Dobos points out that “ethical sourcing and partnerships with West African cooperatives have increased visibility of shea as a socially responsible ingredient.”
Products to try: Chemist Confessions Balm Voyage Soothing Occlusives Moisturizer ($33); L’Occitane Soothing Karité Confort Shea Butter Ultra Rich Body Cream ($52)
Noni
Noni is a tropical fruit native to Southeast Asia used in skin care for its anti-inflammatory benefits and barrier-supporting properties, says King. A go-to ingredient for model Miranda Kerr, noni is known as a powerful antioxidant when consumed and can also help boost skin’s radiance when applied topically.
Products to try: Celimax The Real Noni Energy Ampoule ($26); Kora Organics Noni Glow Face Oil ($77)
Collagen
Collagen is a structural protein in the skin that naturally declines over time, but applying it topically doesn’t do much beyond moisturize, says King. “While collagen is a key component in skin aging, collagen as an ingredient isn’t very useful topically. The molecule is very large and cannot be absorbed through the skin. At most, it can provide minor hydration benefits,” add Fu and Lu. Instead, experts suggest looking for products—or foods—that help support collagen production rather than simply featuring collagen on the ingredient list.
Products to try: Neutrogena Collagen Bank Moisturizer ($23); Medicube Collagen Jelly Cream ($20)
