When it comes to skincare shopping, tech-savvy beauty enthusiasts are well-versed in skin care ingredients. So much, in fact, that vague claims like “a hydrating blend,” no longer “sell” them on a product.

Ingredient-led products are driving growth. According to Spate’s Popularity Index, the moment’s fastest-growing skincare products are PDRN serums and panthenol creams.

PDRN

PDRN, or polydeoxyribonucleotide, originally referred to DNA fragments extracted from salmon sperm. Today, PDRN is increasingly available in plant-based and vegan forms, appealing to shoppers who either aren’t keen on salmon sperm skincare or prefer formulas that align with their ethical values.

According to the analysts at Spate, this trend has grown by 998.4% compared to last year, and across platforms. In search, interest is up more than 1,000% compared to last year, while TikTok has seen 739.4% growth. TikTok owns this trend with 69.3% Popularity Share. PDRN currently receives 1,600 average monthly searches on Google, 1.4 million average weekly views on TikTok, and 116 average weekly posts on Instagram. The top branded hashtags on TikTok are #rejuran (554,300 average weekly views) and #medicube (174,600), both Korean beauty brands. This tracks, since Korea has long been ahead of the curve on skincare innovation, and PDRN has been common there both as a topical product and an in-office facial treatment. Related benefit hashtags like #glowyskin (49,200 average weekly views), #antiagingskincare (35,500), and #antiaging (20,800) make it clear why consumers are buying in.

Panthenol

Panthenol, also known as provitamin B5, is also having a moment. It moisturizes, soothes irritation and strengthens the skin barrier, which makes it especially appealing for dry, sensitive skin. Per analysts, panthenol creams have grown by 523.3% compared to last year, and across platforms. On Search, the trend is up 86.4% compared to last year, while on TikTok it has grown by over 1,000%. TikTok also owns 71.6% of this trend’s Popularity Share.

Panthenol cream receives 4,000 average monthly searches on Google and 2.2 million average weekly views on TikTok. Purito is the top brand associated with this trend, averaging 6,100 monthly searches on Google and 1.3 million weekly views on TikTok. On TikTok, the top concern hashtags tied to panthenol include #acne (74,300 average weekly views) and #skinbarrier (24,600), showing that shoppers are using it for both breakouts and barrier repair, with acne increasingly linked to the latter. One of the most compelling content formats is the #realpostacnecreamchallenge, which averages 218,400 weekly views and follows users’ day by day as they track visible results. It’s proof that challenges and progress-based storytelling work when the product delivers. Unsurprisingly, the hashtag #korean also appears frequently alongside this trend, averaging 51,300 weekly views.