Social media users are exploring everyday habits believed to influence skin ageing, according to new search analysis

Search interest in the so-called “side straw” beauty hack is soaring online as social media users look for small lifestyle habits that may help reduce the appearance of wrinkles.

New search data from skincare brand The Derma Lab suggests growing curiosity around the trend, with searches for “side straw” reaching around 72,000 in the past month and rising 38% over the past quarter.

The viral hack refers to drinking through a straw positioned at the side of the mouth rather than the centre.

Supporters of the idea believe it may reduce repeated lip puckering – a movement often linked with the development of fine lines around the mouth.

While the concept has circulated in beauty discussions for years, experts say social media has recently helped bring the technique back into the spotlight as people look for simple, everyday habits that might influence skin ageing over time.

According to Elizabeth Japal of The Derma Lab, the surge in search interest reflects a wider shift towards preventative beauty habits.

“We are seeing more people looking into everyday behaviours that might influence their skin over time,” Japal said.

“Search interest around things like sleep positions, facial movements and now the ‘side straw’ technique reflects a wider shift towards preventative beauty habits and understanding how daily routines may affect the skin.”

The area around the mouth is one of the most active parts of the face, constantly involved in speaking, eating and drinking, which is why many skincare conversations focus on this region.

Industry professionals say consumers are increasingly researching ways to maintain hydration and support skin elasticity as part of their regular routines.

In some cases, aesthetic treatments such as Dermal Filler are used to address lines that develop from repeated facial movement and natural volume loss.

The surge in searches around the “side straw” technique highlights how viral beauty trends can shape online behaviour, particularly when they centre on small lifestyle changes people can easily adopt.

As preventative skincare continues to grow in popularity, experts expect curiosity around everyday habits and facial movements to remain a key driver of online beauty conversations.