Is rosemary hair care's next big micro-trend?

By Amanda Pauley | Published: 27-Feb-2023

With influencers swearing by its ability to boost growth and reduce irritation, we explore how the humble herb has become a hair hero

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TikTok is awash with hacks that promise to deliver princess-like hair with minimum effort.

Although some trends fade as quickly as they blow up, rosemary oil’s reputation for stimulating hair growth when massaged in regularly – and the amount of influencers who now swear by it – is growing by the minute.

With 12.3 million views for ‘rosemary hair oil’ on TikTok, and a 395% increase in Google searches over the past 12 months, the wonder ingredient’s reported credentials for delivering longer, stronger and thicker locks is now becoming a hair care staple.

Although the trend initially blew up because content creators were raving about indie brand Mielle’s cult product Rosemary Mint Scalp & Hair Strengthening Oil, interest in the ingredient continued to soar.

Last year, influencer mentions about ‘rosemary oil’ soared 96%, found marketing platform Traackr, while engagement increased 62% and video views 104% respectively.

Rosemary is a medicinal plant that has traditionally been used in beauty to treat a myriad of skin issues, including irritation.

However, its anti-inflammatory properties also make it ideal for general hair health and scalp healing.

The science speaks to this too: a study by SkinMed, for example, compared rosemary oil’s hair care benefits to minoxidil, a popular hair regrowth treatment.

People with DHT-related hair loss who were treated with rosemary oil had more hair growth after six months than the minoxidil group.

Many brands have now dropped rosemary-infused hair products to meet consumer demand.

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