Over the past five years, niacinamide has transitioned from an under-the-radar vitamin B3 derivative to a near-ubiquitous ingredient across skincare shelves. Beloved for its versatility addressing everything from enlarged pores and pigmentation to barrier support niacinamide gained momentum during the pandemic, when science-backed simplicity became the skincare default.

According to Mintel’s 2024 Global Beauty and Personal Care Trends report, the demand for multi-benefit ingredients like niacinamide has remained stable. It now appears in over 75 percent of new skincare launches containing vitamins, surpassing vitamin C in inclusion rate for the second consecutive year. But with a growing list of niacinamide-based serums, toners, moisturizers, and even SPFs flooding the market, a key question emerges: Are we past the peak? Or is the niacinamide trend quietly evolving into new territory?

Admigos Data: Niacinamide Is Still Gaining, Just Differently

Using Admigos’ ingredient trend tracker and influencer dashboard, we mapped a clear shift in how niacinamide is being talked about and sold online. While the raw number of niacinamide mentions plateaued in late 2023, deeper engagement especially around “niacinamide for sensitive skin” and “barrier repair” spiked in Q2 2025.

Key Admigos findings include:

The takeaway? While the hero status may be fading, niacinamide remains deeply relevant as a supporting act in smarter, more barrier-conscious formulations. Dalton Marine Cosmetics highlights the powerful skin benefits of niacinamide, from strengthening the skin barrier to improving tone, texture, and hydration.

Consumers Are No Longer Just Chasing Strength

In 2020 and 2021, higher concentrations were equated with efficacy. Products like The Ordinary’s Niacinamide 10% with Zinc 1% serum dominated search trends and haul videos. But recent reviews and expert interviews point to growing concerns about irritation, congestion, and overuse.

Today’s savvy user is asking better questions:

This behavior shift is driving a new wave of products that focus more on compatibility and long-term repair. Cerave’s Hydrating Toner with niacinamide, La Roche-Posay’s Toleriane Ultra Dermallergo Serum, and Krave Beauty’s Great Barrier Relief exemplify this evolution.

These brands don’t lead with percentage. Instead, they emphasize the synergy of niacinamide with emollients, ceramides, and probiotic complexes making it less about trends and more about relevance.

Product Innovation: From Spotlight to Supporting Role

As more dermatologists and formulation scientists advocate for skin minimalism, niacinamide is emerging as the quiet backbone of “barrier-building” formulas. It is increasingly being paired with:

A growing number of brands now feature niacinamide without over-marketing it, such as:

Even sunscreens, which previously stuck to UV filters and basic hydrators, are incorporating niacinamide to improve post-sun repair and tone correction. In this sense, niacinamide is moving from a buzzword to a formulation essential, quietly embedded into daily-use products rather than touted in high percentages.

What Brands Need to Watch: Ingredient Fatigue Is Real

According to Google Trends data, search interest for “niacinamide serum” peaked in early 2023 and has slightly declined since. However, searches for “niacinamide with ceramides”, “niacinamide and retinol routine”, and “niacinamide sensitive skin” are steadily rising. This indicates that consumers are not abandoning the ingredient, but seeking more nuanced applications. For emerging beauty brands or line extensions, the lesson is clear:

Influencer Engagement: Layering Stories Over Hero Shots

Influencer strategy has also evolved. In 2021, most niacinamide content focused on results after 30 days. In 2025, creators are using niacinamide in routines titled “barrier-friendly morning,” “actives-safe layering,” or “retinol sandwich night.” This new context-based storytelling is more aligned with daily skin behavior rather than ingredient obsession.

Admigos found:

Brands need to align with this nuance. Rather than standalone niacinamide launches, co-positioning it with broader skin needs: stress, dehydration, hormonal breakouts is resonating more. Don’t miss this reel showcasing how influencers are promoting Pure Niacinamide Serum.

Is Niacinamide Still Peaking? Or Has It Plateaued Into Permanence?

In truth, niacinamide may never reach the explosive virality of earlier years again. But it has carved out something more enduring formulation credibility. Its long-term stability, gentle nature, and compatibility with other actives make it a staple, much like hyaluronic acid or glycerin. It may not headline the next reel trend, but it will almost certainly be part of the formulation. Elle unpacks niacinamide’s skincare benefits and evaluates whether the buzz is backed by results.

For beauty brands, the opportunity lies in:

The Admigos Angle: Stay Ahead of Ingredient Narratives

Admigos enables brands to detect not just what is trending, but why. With real-time dashboards tracking ingredient mentions, influencer story arcs, review clusters, and retailer adoption rates, we help beauty teams adapt before trends turn into noise. For example, the early detection of “low-dose niacinamide for skin barrier” rising across micro-influencer scripts helped several DTC brands pivot away from high-strength. In a space where ingredient narratives change with every algorithm shift, brands that observe quietly and act smartly  are the ones that endure.

Final Thought

Niacinamide may no longer be the newest, flashiest name in skincare, but it remains one of the most reliable. Its relevance is no longer about virality, it’s about adaptability. And as Admigos data shows, adaptability is exactly what today’s skincare consumer values most.