Well Up Trend Updates: Will We See a Rise in PostPartum Hair Loss Products?  

The American Pregnancy Association has stated postpartum hair loss affects 40 to 50 percent of new mothers. Consumers are flocking to Amazon in search of support for hair loss. Searches for hair growth supplements on Amazon doubled from 2023 to 2024 (up 97 percent year over year), and hit a four-year high in January 2025, according to Front Row’s internal data.

This coincides with growth in the postpartum product market. Grand View Research valued the postpartum product market at $2.22 billion in 2021, and predicts a compound annual growth rate of 6.5% from 2022 to 2030. 

Today, Nutrafol Postpartum remains one of the most popular postpartum hair loss supplements–which Sophia Richie Grainge praised in a February 2025 Vogue article. Rihanna also opened up about postpartum hair loss in June 2024, at the launch party for Fenty Hair. This increased attention is driving interest in new product forms: Beauty Matter recently noted “experts also say that topical treatments are gaining traction.” Nutrafol launched its version in 2021, within a month of Vogue writing “Postpartum Hair Loss Is a Dispiriting Reality.” 

Now, with conversations picking up around postpartum care, brands could gain traction by testing and re-positioning existing hair growth supplements for new mothers.

L’Oréal Makes A Luxury Beauty Play 

Last week, L’Oréal made countless headlines after announcing a long-term, exclusive beauty partnership with Jacquemus. The new partnership builds on the L’Oréal Luxe division, and arrives as the company also announced a minority stake in luxury perfume brand Amouage, the acquisition of the Miu Miu beauty license — and a new focus on longevity. 

CEO Nicolas Hieronimus announced L’Oréal’s new Longevity AI Cloud, and explained, “We believe that L’Oréal R&I has cracked the code of lifelong skin health.” He said the company is exploring supplements and devices, and noted “Cosmetic and beauty supplements are a 15-billion-euro market that is growing two to three points faster than the beauty market.” 

This is further evidence of a new luxury lexicon (see Front Row’s Top 10 Trends report for more) that sees luxury spending shifting away from fashion and into beauty. Tracking these developments side-by-side will allow the company to ask something many brands are eagerly wondering: What will drive more buzz in 2025, luxury or longevity?

Skincare Heads South 

‘Skinification’ continues to dominate the makeup industry, with Business of Fashion writing just last week ‘The Hottest Trend in Makeup is Skincare.’ Now, that same expectation for multi-tasking products is finding its way into another niche: Sexual Wellness. 

In February, PopSugar published a roundup of new vaginal care products including the Plum Vaginal Moisturizing Serum, Medicine Mama Vulva Balm and several “whole body deodorants deemed safe for the vulva.” While the article was titled, “PSA: Your Vagina Does Not Need a Skin Care Routine” it pointed to TikTok-trending “vajacials” and a “prominent spike in skin-care products made specifically for your vagina.” 

And they’re not the only ones. Last October, Cosmetics Design noted that “Beyond cleansing, consumers now seek intimate care products that offer skin enhancing benefits like moisturisation, microbiome balance, and fortification of the skin’s natural barrier.” This growing interest reflects a shift in how consumers are approaching skincare: there is a growing acknowledgment that skincare doesn’t start and stop with your face, but is a whole-body endeavor. All in all, the niche seems ripe for innovation, and as these products make their way into major retailers, they could pave the way for larger adoption.