Forget rosemary oil, batana oil is the new TikTok hair hero

This article was originally published in the Cosmetics Business Hair Care Trend Report. Receive your copy here.

Move over rosemary oil, there’s a new scalp care hero in TikTok town.

Batana oil is the latest natural hair care oil to trend on the platform, an antioxidant that has long been known for its hair and skin benefits, yet is sweeping TikTok as the latest wonder ingredient amid claims that it stimulates hair growth and promotes scalp health.

The latest data from TikTok Shop, revealed a 168% increase in TikTok users searching for batana oil during the week commencing 4 September 2024.

Emily Caine, Head of Beauty at TikTok Shop UK comments: “Rosemary oil was the hair hack of the summer, but as we change seasons, there is a new must-have product flying on TikTok Shop and that is batana oil.

“It’s no surprise either, as we move into the colder season our hair and scalp need all the love it can get, and the rich fatty acids in batana oil leave your hair strong, shiny and scalp protected.”

But the rise of batana oil reflects a wider trend for a growing consumer interest in the discovery of natural oils that offer specific benefits for the scalp.

NielsenIQ has been tracking the growth of natural hair oils for their use in scalp and hair care products and has seen an exponential rise across a range of ingredients that are outpacing the growth of the total hair care category.

Noting that consumers are taking scalp care into their own hands, they are evolving into “savvy scalp scientists” who are always looking for the next ingredient and evaluating how its specific attributes can benefit their own needs.

“Consumers are savvier than ever when it comes to hair care ingredients.

“They have done their research and understand how certain ingredients can help them achieve the outcomes they are looking for,” says NielsenIQ.

“There is a rise in non-traditional scalp care ingredients as consumers are experimenting with different types of oils to treat their scalp.”

Here, Cosmetics Business spotlights three natural oils that are springing up in scalp care as the ingredients to watch.

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