Salicylic acid has been revealed as the most searched for skin care ingredient of 2024, according to new data from digital marketing agency Foundation.
With 60,500 average monthly searches, the agency says the popular acne-fighting ingredient underscores a growing consumer demand for scientifically proven and results-driven skin care solutions.
“Since the pandemic, we’ve seen a growing shift towards scientifically backed products due to increased consumer education, as people became more knowledgeable about ingredients and how they can help you achieve your dream skin,” said Olivia Ford, Head of Performance at Foundation.
“Salicylic acid coming out on top of the search data is further proof of how knowledgeable the consumer audience has become in regard to effective formulations and clinically proven solutions.”
Salicylic acid is known for its ability to target acne, reduce inflammation and unclog pores.
Many skin care brands say its exfoliating properties make it a key player in achieving brighter, smoother skin.
Salicylic acid was followed by retinol and its derivatives, which secured the second spot with 49,500 monthly searches.
Known for addressing concerns such as fine lines, wrinkles and pigmentation, retinol remains a firm favorite among skin care enthusiasts.
Hyaluronic acid matched retinol in search numbers but saw an 18% year-on-year decline, which Foundation said reflected shifting consumer priorities.
In contrast, glycolic acid and peptides saw increases of 22% and 22.3%, highlighting a rising interest in exfoliation.
Foundation concluded that the data points to a more informed and discerning skin care consumer base, driven by desire for ingredients with proven results.
The data also found that social media platforms such as TikTok and Instagram have played a key role in educating users on the benefits of active ingredients, helping to demystify once complicated skin care jargon.