This is part of our 2025 Global Haircare Pulse article series:
In the battle for better hair, consumers are putting down the dropper and picking up the pill bottle.
For the last two years, the haircare market has been obsessed with “Skinification”—treating the scalp like facial skin with serums and oils. But our 2025 data suggests a shift. The happiest consumers aren’t the ones applying Rosemary Oil; they are the ones taking Collagen and Biotin.
We analyzed sentiment across 5 ingredients to see which ones are actually delivering satisfaction versus frustration.
The “Happiness” Hierarchy
When we ranked ingredients by Net Sentiment Score, the results were clear: “Ingestible” solutions are scoring higher than “Topical” ones.
- 🥇 Collagen: +0.066 (Highest Satisfaction)
- 🥈 Biotin: +0.026
- 🥉 Argan Oil: +0.022
- Keratin: +0.012
- Rosemary Oil: -0.000 (Lowest Satisfaction)
Why Collagen is King
Collagen may have the lowest volume of conversation (114 mentions), but it has the highest approval rating.
The Vibe: “Low Effort, High Reward.” Unlike Rosemary Oil (which users complain makes their hair greasy), Collagen is seen as a holistic lifestyle upgrade. Users on r/femalehairadvice frequently mention it in the context of “glow ups”—pairing hair growth with better skin and nails.
- User Snippet: “I went from undefined curls to these today! The collagen protein treatment was the game changer.”
The Problem with Topicals (Keratin & Oils)
Topical treatments like Keratin and Rosemary Oil are suffering from “Application Fatigue.”
While popular (Keratin has 230 mentions), the sentiment is dragged down by usage difficulties.
- Keratin Complaints: “Smell,” “Chemical damage,” and “Expensive salon visits.”
- Rosemary Oil Complaints: “Greasy pillowcases” and “Acne on the forehead.”
The Verdict: Beauty from Within
The 2025 consumer is tired of 10-step scalp routines. The high sentiment for Collagen and Biotin signals a return to simplicity.
For brands, this means the opportunity isn’t just in launching another hair mask. It’s in bridging the gap between Haircare and Wellness. The winning product of 2025 might not be a shampoo at all—it might be a gummy.
🪮 See the Full Haircare Pulse
This insight is just one strand of the story.
From the Rosemary Oil Debate to the Female Hair Loss Panic, we analyzed 5,700+ consumer conversations to map the entire 2025 Haircare landscape.
Don’t rely on 2025 trends. Get the fresh data.