These brands are riding high on #HairTok's rosemary oil trend

By Jo Allen | Published: 24-Oct-2023

Rosemary oil is a hair care obsession on TikTok, and the impact it's having on brands is unprecedented

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This article was originally published in the Cosmetics Business Hair Care Trend Report. Receive your copy here

TikTok trends are often fleeting, but every so often one will stick around beyond fad status to become influential, or even game-changing, for the brands associated with it.

Rosemary oil is one such trend, having gone viral over the past year for its use as a treatment for boosting hair growth, with #rosemaryoil racking up 2.3 billion views on TikTok.

Within the hair care industry, the benefits of rosemary oil have been recognised and utilised for decades, yet the recent surge in attention in the traditional ingredient has been game-changing for brands that have been using it in their products, in some cases for years.

Interest in Weleda’s Revitalising Hair Tonic with Rosemary – which is one of the oldest products in the brand’s range and first launched in 1921 – has rocketed alongside the rise of the rosemary oil trend, reaching over 191.7 million views on TikTok.

This has translated into exponential sales growth for the century-old heritage product, with unit sales increasing 134% in 2023 in the UK against 2022 sales volumes, and 223% year to date (January to August 2023).

“It is now so popular that a bottle sells globally every 60 seconds,” says Jayn Sterland, Managing Director of Weleda UK.

“It has become a TikTok sensation during the recent rosemary hair trend. It has awakened interest in the product in other Weleda companies around the world, as the sales potential is clear.”

Weleda says that the product’s popularity is growing due to its ease of use and proven efficacy, with in-use studies and clinical assessments of the Rosemary Hair Tonic confirming that 65% of testers showed stronger hair, and 33% less hair loss after 90 days.

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