October 2025 TikTok engagement data from Spate reveals a significant evolution in French consumer behavior within the haircare category.
Conversation is moving beyond hair styling toward protective maintenance and holistic health. This presents strategic opportunities for brands ready to innovate at the intersection of treatment and style.
Firstly, there is a pronounced rise in searches like hair moisturizer (+2,200% YoY) and hair gloss (+169%), underscoring a foundational demand for hydration and high-shine finishes. This reflects a maturation of the market where restorative care is a prerequisite for haircare. Concurrently, trending topics such as “afro hair routine” and “curl routine” highlight an interest in natural texture, prioritizing methods that protect hair integrity over altering it.
Further nuance emerges in styling trends that address specific desires for volume and movement. For instance, the “Korean perm” refers not to traditional high-heat curling but to softer, low-maintenance waves achieved through gentler chemical treatments that add body with less damage. This aligns with the interest in “texturizing powder,” a styling aid for instant lift, and ongoing concerns around “thinning hair.” Collectively, these search patterns point to a common goal: achieving fullness and dynamism, often through innovative styling or preventative care.
From a business strategy perspective, this is not a fragmented set of trends but a coherent shift in consumer preferences. The opportunity for brands lies in cracking holistic hair health by systematically blurring the line between treatment and styling. Product development should ask: can this styling product also fortify? Can this treatment enhance style? Brands that succeed will be those positioning themselves as experts in and solutions for overall hair vitality, particularly for textured hair types historically underserved.