The top 5 mushroom serums – Glossy

One of the hottest skincare ingredients of the year might grow under your feet: mushrooms.

From snow fungus to reishi, the spore-carrying fungus is emerging as an ingredient in a growing number of beauty products on the US market. With touted benefits including reduced inflammation and hydration, fungi in skin care are part of the current fungus obsession in the wellness world. In new Launchmetrics research provided exclusively to Glossy, Herbivore and Biossance are leading the way in generating buzz for mushroom-infused skin products in the first eight months of 2021.

Among the mushroom serums on the market, Herbivore Cloud Jelly Pink Plumping Moisturizing Serum was the best product based on Media Impact Value (MIV), a Launchmetrics proprietary measurement tool that tracks media led by influencers, print media, celebrities, official third-party partners and the brand’s own media channels.

On its website and the product descriptions of its retailers, Herbivore Serum lists tremella fungus as a main ingredient that works as “an alternative to hyaluronic acid” and has benefits for plumping and moisturizing the skin. The product was launched in April 2020 and is promoted on social media with the fungus highlighted as a key ingredient.

Biossance’s Squalane + Vitamin C Dark Spot serum came in second in MIV. The company claims that the white shiitake mushrooms in the product alleviate dark spots.

Like Herbivore, the other three brands on the list feature tremella as a featured mushroom ingredient. Rather than “tremella,” Volition uses the other common name of the ingredient “snow fungus” for its snow fungus water serum. The sera from Three Ships and Biophile also contain tremella.

Used in traditional Chinese medicine and widely used in K-beauty before making its way to American brands, tremella has received a lot of attention in the United States in recent years. Known as the ‘beauty mushroom’, it has been touted as a alternative with hyaluronic acid, a very popular skin care ingredient.

Mushrooms are one of the many ingredient trends that have taken off due to the rise of the “skintellectual” consumer looking for ingredients online.

“In 2020, as we adjust to the new reality and take advantage of the extra time that lockdown has given us, the importance of personal care has increased dramatically – and with it, the importance of skin care,” said Alison Bringé, CMO at Launchmetrics. Skin care conversations in the media grew 23% in the second half of 2020, while makeup conversations were down 9%.

“As consumers spent time trying new products and finding long-term treatments, skin care became an important part of our personal care routines,” Bringé said. “Seeking to treat rather than cover has become the growing mindset of many consumers. The trend continued beyond the lockdown; consumers are always looking for new products with different treatment properties, having realized the importance of proper skin care.

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