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How Honey Became Beauty’s Buzziest Ingredient | Untangled Newsletter

PLUS: Brands Doing This are Growing 32% Faster

Author

Zihan Lyu
May 28, 2025 • Estimated Reading Time: 7 minutes

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Welcome to Untangled, your essential newsletter for haircare eCommerce professionals.

New Research 🧐

Google's YouTube and Demand Gen are soaring as the fastest-growing Google Ad channels year-over-year. Why are brands betting big on them in 2025?

Fospha's analysis of over $500M in ad spend across hundreds of brands reveals why. From accelerated revenue growth, to boosted Amazon sales and higher AOV - brands going full-funnel in Google are winning big.

For the full research and a step-by-step guide to maximizing these channels, download the free resource now!

Sector Spotlight 🎥

BEAUTY LOYALTY INNOVATION

Rahua’s adoption of the rediem platform signifies a shift from transaction-based loyalty toward purpose-driven engagement, rewarding actions aligned with environmental values.

Marketing professionals should note Rahua’s rapid customer uptake and high engagement rates, illustrating the effectiveness of mission-linked rewards in building brand loyalty. As traditional loyalty programs fade, strategies centered on shared values and community impact are proving more relevant for attracting conscious consumers.

BEAUTY MARKET TRENDS

Honey is gaining momentum in beauty marketing due to rising consumer demand for sustainable, transparent ingredients, as evidenced by increased online searches and adoption by brands like Gisou.

Marketers should note honey’s historical credibility, ecological appeal, and robust consumer interest, giving it strong potential for product differentiation. This trend signals actionable opportunities for beauty brands seeking effective, natural product narratives.

CELEBRITY BRAND PARTNERSHIP

Pamela Anderson’s partnership with Biolage Professional Hair Spa introduces a wellness-driven, vegan, cruelty-free product lineup targeting both salons and consumers, reinforcing the brand’s environmental commitments.

Marketers should note the strategic use of Anderson’s authentic image to align brand messaging with current values-driven consumer trends. This campaign marks Biolage’s largest influencer-led initiative, demonstrating the impact of celebrity credibility on brand repositioning.

BRAND BUILDING

SHAMPOOHOTEL debuts exclusively at Ulta Beauty, targeting masstige consumers with travel-inspired, vegan, and cruelty-free hair and body products. The brand leverages destination-based scents and professional-grade formulations to differentiate in a crowded beauty market.

Marketers should note the strategic collaboration and category positioning that align accessibility with experiential luxury for scale and growth.

Still at The Lead Summit? Don’t miss this 👇

The Lead Summit is underway—and our exclusive drinks reception is happening tomorrow.

We’re bringing together some of the smartest minds in commerce for one evening of sharp conversation and good wine in NYC’s FiDi district.

⏱ Thursday, 29 May | 4:30 PM (evening of Day 2)
📍 Wine Bar just 15 mins walk from TLS conference venue – exact location shared upon RSVP Confirmation

Have a look at some of the brands that joined us before:

Influencer Corner 📢

Sometimes, it takes a random viral TikTok to remind us how much the rules of brand interaction have changed. | João Afonso Parra

I recently came across a video (https://lnkd.in/dDgua4AZ) in which a regular user challenged brands to comment on her video during a 3-hour flight, and the response was remarkable.

Within hours, leading brands from multiple sectors flooded the comments section with creative, brand-aligned messages that not only generated massive engagement, but also showcased a new dimension of real-time marketing.

👉 TikTok stands out as the most algorithmically democratic social platform today. Visibility depends less on follower count and more on the relevance, creativity, and resonance of the message.

Optimization Hub ⚙️

INNOVATIVE AD STRATEGIES

Google’s Performance Max updates provide marketers with in-campaign asset AB testing, support for up to 10,000 negative keywords, and a comprehensive Search Terms Report—transforming campaign optimization and control. These features are essential for eCommerce professionals seeking granular campaign management and actionable data-driven decision-making.

DIGITAL AD PREFERENCES

Adobe’s survey reveals that UK audiences are more skeptical of influencers and less responsive to emotional ads compared to the US, yet video remains the most effective ad format in both markets. US consumers have a higher propensity to act immediately on ads, while ad blockers are primarily used to minimize pop-ups. Marketers targeting these regions should prioritize video content and humor, and adjust influencer and emotional messaging based on regional trust levels.

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