Peptides are taking over every corner of the beauty world, adding extra magic to everything from makeup to skincare. These little chains of amino acids work wonders, helping to boost elasticity in the user’s skin and hair while also keeping their skin hydrated and strong. Since 2022, social media has been buzzing about peptides, and it’s only getting bigger.
We’re now in a second wave of interest, with more specialized products popping up to meet niche skincare needs. For example, hexapeptides are making waves with their “Botox-in-a-bottle” effect, while tripeptides are becoming the go-to for those focused on overall health and an age-agnostic approach. Copper tripeptides are catching the attention of consumers who are losing their hair.
Peptides have been steadily trending since 2018, and the numbers back it up. They’ve grown by 10.2% in social media conversations, with a 1.4-point increase in the past year. Safe to say, they’re here to stay. This article will dive deep into WGSN’s analysis of the peptide trend and how it’s already dominating 2024/25.
Table of Contents
The different stages of the peptide trend
2 key opportunities for peptides in 2024/25
Final words
The different stages of the peptide trend
According to WGSN’s social media influencer data and market trends, the peptide trends work across four stages: innovator, early adopter, early majority, and mainstreamer. Here are more details based on size and maturity, showing the golden opportunities in the early stages and insights to fuel growth for later-stage brands.
Innovator
Innovators are buzzing about peptides right now. Anti-aging is a hot topic, with words like “wrinkle” and “collagen” appearing in 56% and 57% of posts in 2024, respectively. The world is also seeing a rise in subcategories like lip care (+11 points) and cleansing (+9 points) among this group.
So, what’s the opportunity here? Take a 360-degree approach by thinking inside and out. Focus on peptide supplements that boost collagen from within, pairing them with skincare that works on the surface.
Early adopters
Early adopters are leading the way in peptide talk on social media, grabbing 10.4% of the conversation. They’re all about “skinified” makeup, i.e., products that pack in peptides to keep the skin hydrated.
How do businesses tap into this? Focus on the hydrating powers of peptides to offer makeup that works for all ages. Mature consumers, in particular, will love it since they often deal with makeup that dries out their skin or highlights fine lines, especially around the lips.
Early majority
The Early Majority is catching on to peptides, with mentions of the “skin barrier” up 7%. Plus, “mists” are trending, with an 8% jump and lots of love for anything labeled “refreshing.”
The opportunity here is that climate-adaptive mists are going to be huge. Consumers want products that protect against pollution and offer touch-free refreshments, especially regarding suncare. Peptides can take it to the next level—think skinified at-home tanning mists. These are set to explode in 2025, so get ahead of the game.
Mainstreamers
Mainstreamers are now focusing more on skin health, texture, and finish. Mentions of “smooth texture” are up 11%, and “radiance” is up 12%. And while anti-aging claims are on the rise, they haven’t hit their peak yet.
Hence, businesses should double down on peptide-infused makeup prep. They should consider pore-smoothing primers and radiance-boosting setting sprays. And for the long game, they should focus on age-support skincare lineups incorporating peptides.
2 key opportunities for peptides in 2024/25
1. Peptide lip care
Peptides are about to make waves in the lip skinification scene, especially with those “treat and tint” hybrid products. Lip care currently holds an 11% share of peptide products in retail, and consumer interest is growing. Social media conversations around peptide lip care have also jumped by 4% year-over-year.
Innovators are leading the charge, with their conversations rising an impressive 11 points, hinting at an upcoming boom in this category. Hybrid makeup-skincare lip products will catch the eye of shoppers looking for handy solutions that provide quick color while supporting long-term lip health and appearance.
How to make it happen
In the short term, businesses should enhance their lip products with peptide bonds to boost hydration. They can do this for lip balms, lipsticks, glosses, liners, and others, as consumers mentioned these products alongside peptides in these conversations.
In the long run, focus on niche makeup-skincare hybrids that tap into peptides’ multifunctional benefits. Also, don’t overlook sun protection; it’s a big opportunity. For instance, Vacation’s Chardonnay Lip Oil SPF 30 uses peptides and proteins to rejuvenate sun-exposed lips.
Also, look into #CollagenBanking lipsticks and balms, where peptides help enhance longevity. Perfect Diary’s Biomimetic Film Lipstick is another great example—it’s clinically tested to help reduce fine lip lines.
2. Skin-suncare hybrids
Jump on the longevity skincare wave with peptide-enriched prejuvenation suncare. There’s a big gap between the availability of peptide suncare (just 3% of the market) and the buzz happening on social media. A whopping 23% of posts mention suncare, with conversations growing by 4.8% year-over-year.
Most of this chatter comes from the early majority, pushing the needle by 9 points year-over-year, which signals it’s becoming mainstream. With growing concerns about aging and more people getting educated on sun protection, suncare is becoming one of the most effective products for age prevention (both on the face and the body).
Keep an eye out for skincare-inspired peptide SPFs that boast skin longevity benefits. “Anti-aging” and “barrier protection” are leading the way in these conversations, mentioned in 36% and 22% of posts, respectively.
How to make it happen
Blend suncare with a skincare focus—a different approach leverages this trend. Stock products with peptide derivatives that help reverse sun damage. For instance, Vichy’s LiftActiv Peptide-C Sunscreen includes photo peptides and hyaluronic acids and is pitched as an anti-aging daily moisturizer.
Also, don’t forget about suncare targeting hyperpigmentation. There’s a significant crossover in social conversations about peptide suncare and vitamin C, hitting 33%. This is a fantastic opportunity to cater to people with melanin-rich skin who may deal with more hyperpigmentation.
Final words
Take a cue from the skincare world and stock products infused with peptides. Use clinical trials to show how these little powerhouses enhance the offerings and focus on educating customers about the benefits. Don’t forget biotechnology—it’s key to providing a safe and eco-friendly source of peptides.
Businesses should also consider partnering with biotech companies to create patented peptides for their products or invest in innovative ingredients. Longevity is a major topic in skincare, so peptides can be combined with other longevity ingredients (like collagen peptides) to help customers feel and look younger.
As shoppers become more aware of peptides and the market fills up, brands can follow the trend analysis here to differentiate themselves from the competition and make more peptide-related sales in 2024/2025.
