The beauty and hair care industry has been traditionally synonymous with branding, but new data finds that consumers are increasingly searching for particular ingredients rather than brand names. In skin care, searches for terms like retinoid and marula oil spiked in 2015 and are still trending upwards. In Hair Care, searches for natural products like biotin, keratin, coconut oil, argan oil, and tea tea are increasing. This spells opportunity for independent brands to lure customers away from well-know beauty and hair care names.

However, the effect of ingredient-led SEO expands beyond search engines. L2 research finds that natural brands with a focus on ingredients have the highest visibility on Amazon, Target, Ulta and Walmart for non-branded search terms (e.g. shampoo).


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