Ingredient-savvy consumers know what they’re looking for browsing the haircare aisles of trendy retailers like Target and Walmart.

Currently, the top-growing ingredients in hair care are biotin and ketoconazole per Spate’s Popularity Index.

Biotin

Biotin, also known as vitamin B7, is a common ingredient in hair care products thanks to its reputation for improving scalp circulation, increasing hair density and strengthening hair follicles. Interest in biotin has grown by +112.1% compared to last year across platforms. On search, it’s up by 10.6%, while on TikTok, the trend has surged by 245.6%.

While biotin appears in many hair products, OGX is the only brand appearing in top search queries, showing that there’s room for other brands to compete in this space. “Thick and full” frequently appear alongside OGX, suggesting that including benefit-driven language in product names can help capture search traffic. Consumers also tend to search for biotin in combination with collagen.

Ketoconazole

Ketoconazole is commonly used to treat fungal scalp conditions such as dandruff and seborrheic dermatitis. This ingredient has grown by +61.2% compared to last year and across platforms. On search, it’s up by +59.3%, and on TikTok, mentions have risen by +220.9% over the past year. Consumers are primarily interested in ketoconazole shampoo, seeking a solution that can be easily rinsed out to treat dandruff.

However, there’s a healthy amount of skepticism surrounding the ingredient. Searches like ketoconazole shampoo side effects suggest that users are actively seeking answers about its safety and efficacy. Other frequently searched questions include, “What is ketoconazole shampoo used for?” and “Does ketoconazole shampoo cause hair loss?” Analysts admonish that due to controversy about whether ketoconazole delivers on its claims, brands going all in on the ingredient should consider backing their formulas with clinical studies and investing in content that clearly explains how it works. Collaborating with dermfluencers is another effective strategy, as consumers are increasingly turning to trusted professionals online for science-backed answers.