Spate’s Popularity Index, a proprietary metric that combines Google searches and TikTok views, has recently identified polydeoxyribonucleotide (PDRN) serums and centella ampoules as two of the fastest-growing facial serum categories in the United States. The index offers a unified view of consumer interest across platforms, clarifying where trends originate and predicting their direction, independent of platform-specific changes.
Why PDRN serums are surging
According to Spate data, interest in PDRN serums has increased by more than 1,000% over the past year. These formulations, derived from PDRN DNA fragments, promise to regenerate skin cells, improve complexion, and reduce signs of aging.
While many products are traditionally sourced from salmon sperm, vegan alternatives are beginning to enter the market, though animal-derived versions remain popular. CosmeticsDesign U.S. spoke with Jenny Zeng, Beauty Analyst at Spate, who explained that the dramatic rise in consumer interest reflects a shift in how people think about anti-aging.
“We see this growth fueled by consumer desire for deep regenerative benefits beyond traditional hydration or surface-level anti-aging,” she said, noting that hashtags such as #intensiveantiaging (768.5K views) and #slowaging (426.7K views) demonstrate an interest in long-term skin renewal rather than quick fixes.
She added that manufacturers should take note, because “the appeal lies not just in the clinical efficacy of PDRN, but in its positioning as a next-gen solution for aging well.” Therefore, she continued, “emphasizing science-backed rejuvenation and long-term skin vitality, not just wrinkle reduction, will resonate strongly with this emerging skincare mindset.”
Much of the buzz around PDRN is happening on TikTok, and “TikTok Shop is clearly the engine of discovery for PDRN serums,” she explained, “with content consumption driven heavily by affiliate- and partner-based formats.” Zeng pointed to hashtags like #rejurannpartner, #medicubepartner, and #tiktokshopaffiliate as examples of how highly commercialized and creator-led the ecosystem has become.
How centella ampoules are breaking through
Centella ampoules are also gaining traction. Formulated with botanical Centella Asiatica, or Indian pennywort extract, these serums offer concentrated treatments that are purported to strengthen the skin barrier, calm redness, and reduce irritation.
Unlike PDRN serums, however, discovery for centella products spans both research-heavy Google searches and more impulsive TikTok engagement.
“On Google, there’s notable search activity around terms such as ‘Madagascar centella ampoule’ and ‘Centella tone brightening capsule ampoule,’ specifically referencing the SKIN1004 Madagascar Centella Tone Brightening Capsule Ampoule,” said Zeng. She noted that these searches reflect a consumer base that is actively researching ingredients and benefits, particularly brightening, with an average of 1.3K monthly searches focused on that benefit alone.
The category is also highly branded, with an average of 13K monthly searches tied to names like SKIN1004 and Pureheals.
TikTok, by contrast, functions as a discovery engine fueled by social proof. “On TikTok, discovery is more impulsive and creator-led,” Zeng explained. She pointed to the #tiktokmademebuyit hashtag, which has amassed over 1.2M views, as evidence of the platform’s influence, while ingredient-and concern-based tags such as #centella, #niacinamide, #retinol, #wrinkles, and #skinbarrier further drive engagement.
For brands, she emphasized the importance of adapting to each channel. “The key for brands is to use Google to deliver clear product-benefit messaging to high-intent shoppers,” she concluded, ”and to use TikTok to spark curiosity through creators and visual storytelling that builds on the benefit-and concern-driven interest seen in search.”
