Syncly Social Index
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Skincare
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Skincare on video, September 2026
Skincare took a bigger share of beauty video in September, and the conversation moved toward clinic-style actives. NAD+, retinal and peptides grew fastest. PDRN is still the biggest ingredient story, and Anua tops the first Syncly Social Index for skincare, just ahead of SKIN1004, while Medicube leads on sheer volume.
What videos are talking about
Clinic language is winning. The four fastest risers, NAD+, retinal, peptides and azelaic acid, are all actives creators describe as treatment-grade. Celimax shows the pull: after the brand's own name, "retinal" is the term most often extracted from its videos.
The 2025 staples have plateaued. Niacinamide, centella and tranexamic acid held their share but did not grow. Spicule "micro-needle" serums lost ground.
Fastest-rising ingredients
Syncly Social Index: top brands
Brands ranked by their Syncly Social Index score for the month.
| Rank | Brand | SSI score | Video share | Change |
|---|---|---|---|---|
| #1 | Anua | 74.5 | 11% | +23% |
| #2 | SKIN1004 | 72.8 | 12% | +7.6% |
| #3 | Medicube | 67.5 | 30% | +45% |
| #4 | The Ordinary | 48.9 | 6.9% | +30% |
| #5 | Beauty of Joseon | 47.8 | 9.2% | +16% |
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Most-mentioned products
Products named most often in category videos, with change vs. the prior month.
| Product | Type | Videos | Change |
|---|---|---|---|
PDRN Pink Peptide SerumMedicube | Serum | 2,089 | +39% |
Madagascar Centella AmpouleSKIN1004 | Serum | 1,653 | +19% |
Hyalu-Cica Water-Fit Sun SerumSKIN1004 | Sunscreen | 1,444 | −0.1% |
Retinal Shot Tightening BoosterCelimax | Serum | 1,221 | +35% |
PDRN Pink masks (gel/coating mask)Medicube | Mask | 1,171 | +42% |
Untagged mentions by brand
How often each brand shows up in speech or on screen without a caption tag.
Brand reports
Full Syncly Social Index reports for each ranked brand.
