(Source: Google Trends and Keywords Everywhere)

The Signal: The skincare sensitive community is getting specific. People are educating themselves on topics, including the differences between AHA and BHA — alpha hydroxy acid and beta hydroxy acid. If you’re wondering… they’re similar, but AHA is water soluble and works on the skin’s surface, while BHA is oil-based and penetrates deep into pores.

The searches don’t stop there: other chemicals like hyaluronic acid, retinol, l-cartinine, coq10, niacinamide, benzoyl peroxide, and tretinoin are getting hundreds of thousands of monthly searches, whereas vague terms like “acne cream” only get 40k.