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On TikTok, beauty trends often stem from the unexpected. Lube as face primer? Sure. Baby powder for thicker eyelashes? TikTokers have tried it. The latest trend has to do with hyaluronic acid, and it’s where you’d least expect it.
On the app, the hashtag #hyaluronicacid — for the ingredient that’s so popular, there are memes about it — has 104.6 million views. There are countless iterations of the term, including misspelled versions of the hashtag, that are also popular. And while the ingredient is commonly known as a skin-care ingredient often found in hydrating serums, it is now gaining popularity as a hair fix.
On TikTok, where social media-famous experts are quick to weigh in on trends, this one has been noted for being safe for color-treated hair. And, thanks to brands like The Inkey List and The Ordinary, it can be tested for less than $10. Inkey List co-founder Mark Curry confirmed that the brand has recently seen an uptick in interest in its hyaluronic acid hair product.
The Inkey List is unique in that it has specifically leaned into the increasing interest in the “skinification of hair” with its collection of seven hair products, which include a $9.99 Hyaluronic Acid Hydrating Hair Treatment (100 milliliters). The brand’s Hyaluronic Acid facial serum is $7.99 for just 30 milliliters. Needless to say, if the plan is to use the ingredient for your hair, the hair product is a better choice. According to Curry, it will also be a more efficacious one as there are differences in hair follicles and skin follicles and, as such, the products are not identical.
TikToker @katilynroundtree (21,000 followers) has 3.5 million views on a video labeled, “I tried hyaluronic acid in my hair for two weeks and this is what happened.” In the post, Roundtree, a makeup artist, uses The Ordinary’s Hyaluronic Acid 2% + B5 ($6.80, 30 ml). In Roundtree’s post, she demonstrates the change in her hair over the course of two weeks after applying serum, and the visual impact is clear — which is key for a successful beauty TikTok. And she notes that her hair became softer and more manageable. “I had seen some information about how oil doesn’t actually hydrate your hair, and since I use hyaluronic acid on my clients’ skin, I figured I should try it on my hair.”
Dermatologists like famed pimple-popper Dr. Sandra Lee commented, “Hello! Could you turn on duet or stitch? I think this is a great idea and I’d like to highlight your video! ♥️”
Roundtree told Glossy. “I recorded the results every day, not thinking it’d be a huge difference since hair is technically dead. But by the end of two weeks, I couldn’t believe how much better it looked.” She was also surprised at the response on TikTok. “I hadn’t seen many people using HA on their hair, so I was expecting a little bit of interest in the video, but I wasn’t expecting all these doctors and dermatologists on TikTok to recommend this trick after seeing my video. It was crazy!”
In a response video by @dermdoctor, he said, “By holding onto water, [hyaluronic acid] serves as an amazing moisturizer for the hair and for the skin.”
And TikToker Béatrice Bonneau, aka @veexby (3600 followers), told Glossy, “It made my hair easy to work with; it’s much easier to brush through. I gained volume, as well.”
“It’s great to see hyaluronic acid entering the hair conversation, as we believe the hair industry is currently where the skin-care industry was about six years ago,” Curry said. “Consumers are starting to become curious as to whether the key active ingredients they know and use in skin care can also benefit their hair and scalp.”
Needless to say, it won’t be surprising if more hyaluronic acid-based, hair-dedicated products start to pop up.