Since 2019, the popularity of niacinamide has skyrocketed, with searches increasing 4,900% over the last five years. Nowadays, it is easy to find a dedicated product with niacinamide as its star for most brands, or it is on the ingredients list of a product, whether it is a serum, cleanser, moisturizer, or sunscreen. However, studies proving its benefits have existed starting in the 1970s. The primary reason for its popularity surge has been attributed to videos on social media, especially Instagram and TikTok, spreading awareness of the ingredient and its benefits. This heightened interest coincided with a shift towards prioritizing skincare over makeup during the pandemic, when a substantial portion of the population remained at home.
Niacinamide is a type of vitamin B3. It is water-soluble and versatile for all ages and skin types, as it is widely tolerated. Additionally, it seamlessly integrates with other ingredients, producing solely positive effects without any adverse reactions. Niacinamide can be paired with antioxidants and additional soothing, hydrating, and brightening ingredients.
The National Institutes of Health states studies have demonstrated niacinamide has the potential to act as an antioxidant, can improve epidermal barrier (skin barrier) function, decrease skin hyperpigmentation, reduce fine lines and wrinkles, decrease redness/blotchiness, decrease skin yellowness (sallowness), and improve skin elasticity.
Lastly, another contributing factor to the escalating popularity of niacinamide is the accessibility of affordable serums and products. For instance, the Good Molecules Niacinamide Serum is priced at $6, while the INKEY List 10% Niacinamide Serum is available at a retail price of $9.99.