There has been an increase in interest in spicules in Russia

Russians' interest in cosmetic ingredients is growing, according to a study by Golden Apple and Zen. Company analysts analyzed demand, search queries, and interest in cosmetics content.

It is noted that from January 2024 to March 2025, Zen published 16% more publications mentioning various beauty ingredients. The authors most often talked about hyaluronic acid (22%) and niacinamides (17%).

An analysis of queries on the Golden Apple website and app confirmed the trend. Spicules have become the leader in popularity growth. The number of requests for them has increased 74 times compared to the spring of 2024. These microneedles from freshwater sponge skeletons have become a viral trend on social media.

Polynucleotides (PDRN) and centella also entered the top three in terms of the growth of interest in the beauty retailer. PDRN is primarily valued for its anti-aging effect and regenerating properties, and the frequency of requests for them has increased 5-fold. And the interest in Centella has grown 2.5 times.

Experts also noted the popularity of creams and serums. Interest in point-of-action products is also growing. Thus, requests for SPF creams with centella have increased fourfold compared to the spring of 2024.

New formats of retinol products are also becoming more and more in demand. In the spring, the previously unused format of retinol boosters entered the top of requests. The interest in night creams with this component has doubled. In addition, users began to search for peptide lip balms six times more often.

The demand for natural ingredients is growing. Thus, resveratrol entered the top in terms of consumer demand growth. According to the beauty retailer, the component has grown 4.5 times compared to the first quarter of 2024. The ingredient is found in grape skins, nuts, and cocoa and has been used primarily in anti-aging products.

Spicules and centella were also among the leaders of consumer demand. Spicules showed a 2.5—fold increase in sales, centella - 2.3-fold.