# Polyglutamic Acid Beauty brands are leveraging polyglutamic acid as the next humectant powerhouse. By [Grace Mahas](https://www.trendhunter.com/Grace.Mahas), VP of Content & Insights | Published Jan 14, 2021 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/polyglutamic-acid1 ## Key Figures - Trend score: 3.6/10 - Evidence articles: 7 ## What is the Polyglutamic Acid trend? **Polyglutamic Acid:** Brands in the beauty space are leveraging polyglutamic acid for products aimed at deep hydration. The acid holds four times as much moisture in the skin compared to other humectants and its large molecules create a film that prevents water loss while plumping fine lines. ## The consumer insight behind the Polyglutamic Acid trend Skin concerns among consumers continue to increase as consumers become more aware of the dangers of environmental stressors like air pollution and sun damage. As a result, beauty enthusiasts are seeking science-backed solutions that deliver high-levels of hydration to protect and counter these effects. As more environmental issues come to play, consumers will continue looking for preventative measure, specifically those grounded in science. ## At a Glance - Evidence: 7 featured examples - Articles from: Mar 8, 2019 to Jan 10, 2022 - Published: Jan 14, 2021 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Polyglutamic Acid trend ### Increased Demand for Deep Hydration Solutions As environmental issues continue to be a concern, beauty enthusiasts are looking for preventative measures, specifically those based on science, to combat skin concerns related to air pollution and sun damage. ### Emergence of Polyglutamic Acid in Skincare Products Polyglutamic acid is showing promise for its ability to hold significantly more moisture than hyaluronic acid, which is leading to its inclusion as a powerful new ingredient in skincare products. ### Use of Science-Based Ingredients for Skincare Solutions Consumers are seeking out science-backed solutions that deliver high-levels of hydration to protect and counter the effects of environmental stressors. ## What the Polyglutamic Acid trend means for industry ### For Beauty and Personal Care As new ingredients like polyglutamic acid emerge for skin hydration and natural ingredients for nutrient-dense products, there is a growing market for sustainable and science-based beauty and personal care products. ### For Cosmetics Innovative and science-driven ingredients in cosmetics can help combat skin concerns related to sun damage and air pollution. ### For Health and Wellness Skin concerns are becoming increasingly important in the health and wellness industry as more people seek preventative measures to reduce the impact of environmental stressors on their skin. ## Workshop question How can your product or service offer protection against environmental stressors? ## Trend signals for Polyglutamic Acid Trend score 3.6 out of 10, from popularity 49%, activity 49%, freshness 11%. - Popularity: 49% - Activity: 49% - Freshness: 11% ## Examples of the Polyglutamic Acid trend 7 featured examples from Mar 8, 2019 to Jan 10, 2022. - [Powerful Plumping Serums](https://www.trendhunter.com/trends/plumping-serum): Biossance Launched a Product Packed with Squalane & Copper Peptide (Category: Eco) Implication: The skincare industry can continue to innovate by developing plumping serums that contain natural and vegan ingredients for instant hydration and visible bouncier skin. - [Next-Gen Hydrating Skincare](https://www.trendhunter.com/trends/polyglutamic-acid): The Inkey List's Polyglutamic Acid Stimulates Natural Moisturizing (Category: Fashion) Implication: The skincare industry can explore incorporating polyglutamic acid and other advanced ingredients to develop innovative moisturizing products. - [Nutrient-Rich Gel Moisturizers](https://www.trendhunter.com/trends/daily-greens-gel-moisturizer): Farmacy's Daily Greens Contains Kale, Cucumber and Eucalyptus (Category: Fashion) Implication: Disruptive innovation opportunity: Develop innovative gel moisturizers that are lightweight, oil-free, silicone-free, and packed with nutrient-rich ingredients for maximum skin no… - [Fermented Skincare Essences](https://www.trendhunter.com/trends/skincare-essences): The Giving Essence Combines Antioxidant-Packed Algae & Berries (Category: Fashion) Implication: Opportunity for skincare brands to incorporate fermented ingredients and antioxidant-rich formulations into their product lines. - [Intensely Moisturizing Serums](https://www.trendhunter.com/trends/magic-serum-crystal-elixir): The Magic Serum Crystal Elixir Boosts Moisture Levels by 172% (Category: Fashion) Implication: Innovative companies that create products that offer innovative high-performance formulations. - [Restful Nighttime Serums](https://www.trendhunter.com/trends/nighttime-serum): The Z-Melatonin Overnight Serum is Formulated with Melatonin (Category: Fashion) Implication: The skincare industry can explore incorporating sleep-supporting ingredients like melatonin and developing multi-functional serums to meet the evolving demands of consumers. - [Moisture-Enhancing Serums](https://www.trendhunter.com/trends/hyaluronic-acid-niacinamide-serum): FaceGym's Hyaluronic Acid + Niacinamide Serum Creates a Moisture Lock (Category: Fashion) Implication: The use of novel ingredients and new application methods, such as QR code rituals, presents opportunities for brands to differentiate themselves in a crowded skincare market. ## Recent trend clusters - [Scaled Restraint](https://www.trendhunter.com/protrends/small-luxury-watches) (Fashion) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Ritual Systems](https://www.trendhunter.com/protrends/ritual-systems) (Fashion) - [Athletic Styling](https://www.trendhunter.com/protrends/athletic-styling) (Fashion) ## Trending in Fashion - [Paisley-Shelled Collector Sneakers](https://www.trendhunter.com/trends/paisley-shelled-collector-sneakers) - [Fruit-Inspired Digital Watches](https://www.trendhunter.com/trends/themed-wristwatches) - [Deluxe Beauty Advent Calendars](https://www.trendhunter.com/trends/classic-and-prestige) - [Modular Winter Wardrobes](https://www.trendhunter.com/trends/moose-knuckles-fallwinter-2026) All articles: [Fashion](https://www.trendhunter.com/fashion)