Niacinamide up 200% in Phyto-skincare products on Amazon US

We analyze e-commerce data from platforms like Amazon, Sephora, Ulta, Walmart, Target, and Olive Young etc, covering over 1 Billion+ Data.

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In Amazon US Data (Oct '24–Mar '25): Key Keyword Trends in Phyto Skincare

#Niacinamide led with a 200% growth, signaling strong consumer interest in functional, ingredient-driven skincare. Alongside actives like #Hyaluronic Acid and #Coconut , this reflects a growing demand for efficacy and targeted treatment—especially for concerns like #Oily and #Combination skin.

💡 Cross-Retailer Takeaways

• Ingredient-first shopping : Keywords like #Niacinamide and #Hyaluronic Acid show rising demand for proven, functional ingredients.

• Texture matters : Growth in #Lotion , #Balm , and #Creamy reflects interest in sensorial, easy-to-use products.

• Skin-type targeting : Terms like #Oily and #Combination signal a need for personalized skincare solutions.

• Sustainability rises : #Reusable and #Long Lasting trends point to eco-conscious consumer preferences.

• Balance of efficacy & gentleness : Interest in #Exfoliate , #Fragrance-Free , and #Delicate suggests users want both results and comfort.

Mentions of the keyword #Exfoliating are also newly rising in Amazon US reviews with Era Organics' Microdermabrasion Facial Scrub & Face Exfoliator leading mentions, highlighting consumer interest in gentle, rejuvenating exfoliation.

OliveYoung reviews show a dramatic 8400% spike for #Melanin, emphasizing brightening and tone-evening, while Qoo10 reviews highlight #Hydroquinone with a 3400% rise, reflecting stronger clinical treatment needs.

Brand Spotlight Differs by Context 🔍
Celimax led #Melanin mentions through its Pore & Blemish Serum, indicating K-beauty’s emphasis on gentle botanical care—contrasting with Qoo10's preference for potent, ingredient-focused solutions.

In contrast, Qoo10 Japan operates at a significantly larger scale. With 453 products and over 122,000 reviews, the platform reveals a fast-moving, volume-driven market. Anua alone captured 133,368 in sales volume, dwarfing other competitors—suggesting exceptional brand pull or flagship performance. Celimax appears in both markets, but with a much smaller footprint in Japan, highlighting regional brand strength variation. Overall, Japan’s phyto skincare market is more saturated and competitive, while Korea’s is more refined and loyalty-driven.

Key Risers This Month 🚀

• Glossier rose 2 spots to claim the #1 position, despite offering only 2 products—this suggests a strong consumer connection and high review engagement per product.
• ALPYN jumped 11 ranks to #4, marking it as the most improved brand. With 7 products in the mix, its broader assortment may be reaching more diverse skin needs.
• Summer Fridays entered the chart as a newcomer at #3, with just one product—its Dream Lip Oil—driving a high volume of reviews. This indicates a viral product impact.
• The Ordinary, despite falling 15 ranks to #6, still garners attention with its highly affordable $15.50 serum, signaling a shift in sentiment or emerging competition.

Fountain of Waters is a sustainable skincare brand that innovatively repurposes agricultural by-products from California farms into eco-friendly beauty products. Their collections, such as the Cactus Hotel line utilizing almond shells and hulls for natural exfoliation, and the Tomato Garden series featuring tomato pomace to enhance skin radiance and UV protection, exemplify this approach.

By transforming farm waste into high-quality body care items, Fountain of Waters not only promotes skin health but also champions environmental sustainability, aligning with the growing 'skinification' trend in body care.

Fountain of Waters taps into Asia’s growing skinification trend by turning farm by-products into body care that brightens and hydrates—benefits now in high demand across markets like China, Indonesia, and Japan. Their upcycled formulas align with consumer interest in glow-enhancing, skincare-inspired body treatments.