Searches for DMAE (dimethylaminoethanol) skin care recently spiked 300% per Google Trends data, reflecting a desire for anti-aging/pro-aging benefits. Here, we break down the top trending brands, product formats and consumer questions in the DMAE skin care space.
Log in to view the full article
Searches for DMAE (dimethylaminoethanol) skin care recently spiked 300% per Google Trends data, reflecting a desire for anti-aging/pro-aging benefits. Here, we break down the top trending brands, product formats and consumer questions in the DMAE skin care space.
DMAE's Benefits in Skin Care
Nearly 20 years ago, the American Journal of Dermatology reported, "[T]he benefits of DMAE in dermatology include a potential anti-inflammatory effect and a documented increase in skin firmness with possible improvement in underlying facial muscle tone. Studies are needed to evaluate the relative efficacy of DMAE compared with other skin-care regimens (e.g., topical antioxidant creams, alpha-hydroxy acids)."
The powerful ingredient, which may not be appropriate for all skin sensitivities, is often paired with ingredients such as vitamins C and E, as well as retinols and retinol alternatives for compounded anti-aging benefits.
It's no surprise, then, that the top claim search term associated with DMAE skin care is "wrinkle."
At the same time, as will be discussed below, searches for ingestible formats may point to both a desire for both skin and wellness benefits, including mood, cognition and memory.
Consumers' DMAE Skin Care Questions
With some news headlines signaling caution when using DMAE-containing skin care, consumers have lingering questions about the ingredient. Brands that address these questions in marketing and product detail pages have an opportunity to engage shoppers.
Many of these questions are basic, including:
- DMAE que es
- DMAE in skin care
- what is DMAE for skin
- DMAE dosage (this query could signal interest in ingestibles, as we'll see below; however, it may also reflect confusion with DMAA, also detailed below)
- DMAA pre workout (this query, as mentioned below, reflects confusion with a substance unrelated to DMAE)
Top DMAE-associated Skin Care Formats
Top DMAE searches include formats that are both topical and ingestible. Key queries include:
- mask
- powder
- capsule
- serum
Some of this data should be taken with a grain of salt given the prevalence of searches confusing DMAE with DMAA, the latter of which is a controversial workout booster. This confusion may enhance some of the powder and capsule queries, though DMAE-containing capsules are indeed on the market.
Top DMAE-associated Ingredients
While certain anti-aging ingredients are often paired with DMAE, the leading ingredients associated with DMAE skin care searches are:
- nootropic: reflecting an association with cognitive-boosting wellness ingredients
- yohimbine: it's unclear whether this search term refers to the application of this ingredient as an anti-pigmentation material or whether it is an artifact of DMAA searches related to yohimbine's reputation for assisting fat loss
- GABA: this reflects interest in the neurotransmitter gamma-aminobutyric acid (GABA), which may be associated with DMAE supplements taken for cognitive benefits
- inositol: this is another wellness ingredient often associated with regulating neurotransmitters
- Bacopa monnieri, ginkgo biloba, huperzine and taurine: these ingredients are also commonly found in "brain-boosting" supplements on the market, once again reflecting a wellness angle associated with DMAE
- choline: this query reflects the fact that, "DMAE is a close structural analog of choline, an essential nutrient," and that, "Exposure to DMAE may affect choline uptake and synthesis."
Top DMAE-associated Skin Care Brands & Products
While many ingredients associated with DMAE skin care searches overwhelmingly point to wellness-oriented concerns, top associated products are distinctively skin care-focused.
Top product associated with DMAE skin care queries is Derma E's Ultra Lift Firming DMAE Moisturizer.
Other DMAE-focused launches include:
- Peace Out's Oil-Absorbing Pore Treatment Strips
- Perricone MD's High Potency Face Finishing & Firming Moisturizer SPF 30
Perricone MD in particular is a significant player in the DMAE skin care space, noting:
DMAE is a science-backed ingredient that delivers visible lifting and firming results almost instantly. DMAE also acts like an antioxidant, protecting against cellular damage unleashed by free radicals which can help prevent or slow the visible signs of skin aging such as fine lines and wrinkles, discoloration and loss of radiance. It’s even more potent in skin firming products, when mixed with other antioxidants or nutrients.
The brand's DMAE SKUs include:
- Cold Plasma Plus+ Sub-D/Neck
- High Potency Hyaluronic Intensive Body Therapy
- High Potency Hyaluronic Intensive Hydrating Serum
- High Potency Classics Firming Eye Lift
- High Potency Classics Face Finishing & Firming Moisturizer
- High Potency Face Finishing & Firming Toner
