Walk into any beauty store, scroll through a skincare brand's Instagram feed, or chat with a friend about their nightly routine, and there's one ingredient that's almost guaranteed to come up: hyaluronic acid. Once a niche component in high-end serums, it's now a household name—found in everything from drugstore moisturizers to luxury anti-aging treatments, and even oral supplements. But what's fueling this explosion in popularity? The answer lies not just in the ingredient's impressive hydrating powers, but in the shifting habits, priorities, and preferences of consumers worldwide. From the rise of "skin positivity" to the demand for natural, multi-functional products, let's unpack how consumer behavior is steering the global hyaluronic acid market to new heights.
The Skincare Revolution: From "Pampering" to "Non-Negotiable"
Gone are the days when skincare was seen as a occasional luxury. Today, it's a daily ritual for millions, and hyaluronic acid (HA) has become a star player in this shift. Think about it: a decade ago, "serum" might have sounded like something only dermatologists prescribed. Now, 25-year-olds are layering HA serums under their moisturizers, and 50-year-olds are swapping heavy creams for lightweight, HA-infused formulas. This change in consumer mindset—treating skincare as an act of self-care, not indulgence—has been a game-changer for HA sales.
The pandemic only accelerated this trend. With mask-wearing drying out skin and Zoom calls putting faces front and center, people started paying closer attention to their skin's health. A 2023 survey by Mintel found that 68% of consumers reported spending more on skincare products during and after lockdowns, with "hydration" topping the list of desired benefits. Hyaluronic acid, which can hold up to 1,000 times its weight in water, became the go-to solution for combatting dryness, dullness, and the irritation caused by daily mask use. It's no coincidence that sales of hyaluronic acid serums spiked by 42% in 2021 alone, according to market research firm Euromonitor.
But it's not just about solving immediate problems. Consumers are now thinking long-term. Millennials and Gen Z, in particular, are investing in "preventive skincare"—starting anti-aging routines in their 20s to ward off fine lines before they appear. HA fits perfectly here: it plumps skin by attracting moisture to the surface, reducing the look of early wrinkles and creating a dewy, youthful glow. This forward-thinking approach has turned HA from a "fix" into a "must-have" for anyone prioritizing skin health.
The "Clean Beauty" Wave: Natural, Transparent, and Trustworthy
Another key driver? The global push for "clean beauty." Today's consumers aren't just buying products—they're reading labels, researching ingredients, and demanding transparency. They want to know where their skincare comes from, what's in it, and whether it aligns with their values. This has led to a surge in demand for hyaluronic acid products that are free from parabens, sulfates, and synthetic fragrances, often paired with organic certified botanical extracts for added benefits.
Take, for example, a popular HA serum from a Canadian brand that combines HA with aloe vera and green tea extract—both organic, sustainably sourced. It's not just selling hydration; it's selling peace of mind. Consumers feel good about putting something "natural" on their skin, and brands are responding by formulating HA products with plant-based ingredients that complement its hydrating properties. A 2024 report by Grand View Research noted that "organic" and "natural" HA products now account for over 35% of global sales, up from 22% in 2019. This isn't just a trend—it's a fundamental shift in what consumers expect from their beauty purchases.
Trust also plays a role here. With so many products on the market, consumers are turning to certifications (like USDA Organic or Ecocert) to validate claims. Brands that can prove their HA is derived from ethical sources—whether plant-based or bio-fermented—are winning loyalty. As one skincare enthusiast put it in a Reddit thread: "I used to grab whatever was on sale, but now I check if the HA is sustainably made and if the brand uses organic botanical extracts. My skin deserves better, and I'm willing to pay more for that."
Beyond Topicals: The Rise of Hyaluronic Acid Supplements
Consumer behavior isn't just driving sales of topical HA products—it's also fueling the growth of hyaluronic acid supplements. The "inside-out" beauty trend, which emphasizes that skin health starts with what you put in your body, has made oral HA a $1.2 billion market globally, according to Allied Market Research. People are no longer satisfied with just treating their skin's surface; they want to nourish it from within, and HA supplements promise to do just that.
Why supplements? For starters, research suggests that oral HA can support joint health—a big draw for aging baby boomers—and improve skin hydration by increasing moisture levels in the dermis. But it's not just older consumers. Millennials and Gen Z are also hopping on the bandwagon, seeing supplements as a convenient way to boost their skincare routines. "I take an HA supplement every morning with my vitamins," says 29-year-old marketing manager Mia. "I figure if I'm already spending money on a serum, why not double down? My skin feels softer, and my joints don't ache as much after workouts. It's a win-win."
The versatility of HA supplements is another selling point. They're available in capsules, powders, and even gummies, making them easy to integrate into busy lifestyles. Brands are also marketing them as "multi-benefit"—appealing to consumers who want products that do more than one thing. A quick search on Amazon reveals supplements that pair HA with collagen, vitamin C, or glucosamine, targeting everything from skin elasticity to joint function. This "all-in-one" approach aligns with today's consumer preference for simplicity and efficiency.
| Category | Global Sales (2023) | Projected Growth (2023-2028) |
|---|---|---|
| Topical HA Products (Serums, Moisturizers) | $8.7 billion | 12.3% CAGR |
| Hyaluronic Acid Supplements | $1.2 billion | 18.5% CAGR |
| HA-Infused Cosmetics (Lipsticks, Foundations) | $2.1 billion | 9.8% CAGR |
Social Media and Influencers: The "Try Before You Buy" Effect
If consumer behavior is the engine driving HA sales, social media is the fuel. Platforms like TikTok, Instagram, and YouTube have turned everyday people into skincare experts—and their reviews, tutorials, and "before-and-after" videos are powerful enough to make or break a product. When a beauty influencer with 5 million followers posts a video titled "Why This $25 Hyaluronic Acid Serum Changed My Skin," it's not just a recommendation—it's a cultural moment.
Take the "7-Step Skincare Routine" trend that went viral on TikTok in 2022. HA serums were consistently featured as the "hydrating step," with users showing off plump, dewy skin after just a few weeks of use. These videos didn't just promote HA—they educated consumers on how to use it (pat, don't rub!), why it works (it attracts moisture!), and which products to try (the best hyaluronic acid serum for sensitive skin, for dry skin, for budget shoppers). As a result, searches for "HA serum" on Google spiked by 210% in 2022, and sales of affordable HA products (under $30) surged by 45%.
User-generated content (UGC) is equally influential. Consumers trust other consumers more than brand ads, so when someone posts a photo of their "HA glow-up" on Reddit or shares a review on Sephora's website, it resonates. Brands are leaning into this by reposting UGC, creating hashtags like #HASerumChallenge, and even partnering with micro-influencers (those with 10k–100k followers) who have highly engaged audiences. As one marketing executive at a major beauty brand told me: "Influencers don't just sell products—they create communities. When a follower sees someone with similar skin type raving about an HA serum, they're more likely to buy it. It's like getting a recommendation from a friend."
Regional Spotlight: Canada, Australia, and the Hunt for "Clean" HA
While HA sales are booming globally, consumer behavior varies by region—and these differences are shaping market trends. Take Canada, for example, where strict regulations on cosmetic ingredients and a strong preference for eco-friendly products have made "clean" HA a top seller. Canadian consumers are more likely to seek out HA serums that are vegan, cruelty-free, and paired with organic botanical extracts like maple sap or pine bark. Brands that highlight sustainability (think recyclable packaging, carbon-neutral shipping) are gaining traction here, with sales of eco-friendly HA products growing by 38% in 2023, according to Canada's Cosmetics, Toiletries & Fragrances Association.
Australia tells a similar story, but with a focus on sun protection. Australian consumers are hyper-aware of skin damage from UV rays, so they're looking for HA products that also offer anti-aging benefits. The best hyaluronic acid serums in Australia often include added antioxidants (like vitamin C or green tea extract) to fight free radicals, and brands frequently market them as "24-hour hydration + sun repair." This multi-functional approach aligns with Australian consumers' desire for efficient, results-driven products. It's no surprise that HA sales in Australia are expected to reach $420 million by 2025, up from $280 million in 2020.
In both regions, oral HA supplements are also on the rise, driven by a focus on holistic health. Canadians are drawn to supplements that support joint health (important for outdoor enthusiasts), while Australians often pair HA with collagen for "beach-ready skin." As one Australian supplement brand noted: "Our customers want products that work for both their skin and overall wellness. Hyaluronic acid supplements check both boxes, and we've seen demand triple in the last two years."
Looking Ahead: What's Next for HA Sales?
So, where do we go from here? Consumer behavior will continue to evolve, and HA brands will need to adapt. One emerging trend is personalization: consumers want HA products tailored to their specific skin concerns (dryness, aging, acne). Brands are responding with customizable serums—allowing users to mix HA with other ingredients like niacinamide or retinol—and even DNA-testing kits that recommend the best HA formula for your skin type.
Another trend is the blurring of lines between beauty and wellness. We'll see more HA-infused products outside traditional skincare: think HA lip balms, hair masks, and even beverages (like HA-infused water or collagen drinks). Consumers are also becoming more interested in the science behind HA—how it's sourced, how it works at a cellular level—and brands that can communicate this clearly will stand out.
Finally, sustainability will remain a top priority. As consumers become more eco-conscious, brands will need to invest in biodegradable packaging, renewable sourcing for HA, and carbon-neutral production. Those that can't keep up may lose market share to competitors that prioritize the planet.
At the end of the day, the global hyaluronic acid market isn't just growing because HA is a great ingredient—it's growing because it aligns with what consumers want: hydration, natural ingredients, convenience, and trust. From the 20-something scrolling TikTok for skincare tips to the 60-year-old prioritizing joint health, HA has become a staple in millions of lives. As consumer behavior continues to evolve—driven by new trends, technologies, and values—one thing is clear: hyaluronic acid isn't going anywhere. It's here to stay, and its sales will only climb higher as more people discover its benefits.
So the next time you reach for that HA serum or pop an oral supplement, remember: you're not just buying a product. You're part of a global shift in how we care for ourselves—one that's putting consumer needs, values, and behavior at the heart of the beauty and wellness industry.
