Beauty trends often stem from unexpected places. Such is the case for the latest hyaluronic acid for hair care, becoming popular and popular on TikTok.

On the app, the hashtag #hyaluronicacid has 104.6 million views and countless iterations. And while HA is commonly known as a skin-care ingredient, on TikTok it has been noted for being safe for color-treated hair, so much that some brands are recording upticks in interest in HA-based hair products. Skinification of hair, that’s the keyword to ride this trend and follow the rise of products specific for hair follicles.

For instance, tiktoker @katilynroundtree has 3.5 million views on a video called “I tried hyaluronic acid in my hair for two weeks and this is what happened.”and just like her many other influencers are tracking their progresses over the weeks of treatment, noticing their hair becoming softer and more manageable, while gaining volume as well.

This process works especially well on extremely dry and damage hair fibers, which, for being more porous, find it harder to naturally retain moisture. In filling these holes and covering the hair, water-bound hyaluronic acid makes the fibers healthier and more resilient to everyday stress factors. Furthermore, natural hyaluronans such as SinoHyal has the ability to stimulate neovascularization, encouraging the creation of new blood vessels on the scalp, a natural mechanism that helps oxygen to reach hair follicles and contrasts damages brought by genetic, dietary, stress or chemicals factors.

Needless to say, it won’t be long until more hyaluronic acid-based, hair-dedicated products start to pop up.