Rosemary sale thrives in Bangladesh as skincare enthusiasts jump on the ‘natural’ trend

From adding dried rosemary to her hair oil to soaking fresh rosemary leaves in water for DIY rosemary water, novice journalist Tasneem Farzana has been religiously applying rosemary to her scalp for the past six months.

"I can see the results. My hair is smoother and fuller now," she says.

Tasneem's enthusiasm mirrors a growing trend in Bangladesh, where rosemary—a Mediterranean herb known for its culinary and medicinal uses—has found its way into the beauty routines of many. Viral content promoting the benefits of rosemary oil and water for hair growth has triggered a surge in demand for the plant, its oil and dried leaves across the country.

Online marketplaces like Daraz have made it easier for consumers to access rosemary products. Dried rosemary leaves are available for Tk260-300 per 100 grams. A 50-gram jar costs Tk179, and one such product has already been purchased 1,300 times. More than 1,500 users have given it a four-star rating, with 118 writing detailed reviews.

Among the satisfied users is Anima Haider, who shared her positive experience: "I have been using rosemary oil for the past two months, and it has shown amazing results. My hair has become silky, and scalp buildup has decreased."

Plant nurseries join the bandwagon

The popularity of rosemary isn't limited to online marketplaces. Plant nurseries in Bangladesh have also started cashing in on the trend. These nurseries are now selling rosemary cuttings, plants, and leaves to meet the increasing demand.

Mithila Zaman Sithi, who has been running a plant nursery business for about six in Faridpur, shared her experience. "Earlier, people in Bangladesh didn't know much about this plant or its uses. But in the last two years, content and videos about using rosemary oil, essential oil and rosemary water for skin care and hair growth have gone viral on the internet. This has made rosemary popular among Bangladeshis," she explained.

According to Mithila, she has sold nearly 1,000 rosemary cuttings over the past two years. Each cutting is priced at Tk400, and she often gets repeat customers. "Just recently, one of my old customers bought 20 rosemary plant cuttings from me," she said.

Mithila lives in Faridpur with her husband and kids. She has more than 1,000 plants that she sells on her Facebook page Shokher Bagan. She says, "One of the best things about running a plant business from here is I can get soil, organic fertiliser, cow dung for my plants. Also, the air is fresh. There is so much space here that I can keep my plants on the roof, in my courtyard"

A digital push

The internet and social media have played a significant role in this newfound interest in rosemary. On a popular YouTube channel, Safwan Shanaya's Family Vlog, a Bangladeshi family living in Japan shared a video titled Hair Care Routine for a 4-Year-Old Girl. In the video, the mother, Sonia, prepares a DIY rosemary oil and rinse for her daughter's long, shiny hair. Uploaded two years ago, the video has been viewed more than 12,000 times.

"Whenever I upload videos of Shanaya, everyone asks me how I take care of her hair and why it's so silky and shiny. So I decided to make this video," Sonia explained.

Content creators and beauty influencers have also jumped on the bandwagon, sharing tutorials and testimonials about using rosemary essential oil, rinses and hair packs. These posts garner thousands of views, spreading the trend even further.

Challenges of growing rosemary in Bangladesh

While rosemary has become a sought-after plant, it's not native to Bangladesh or its surrounding regions. As a Mediterranean herb, it thrives in cooler climates and requires specific care to grow successfully in the local environment.

Mithila recounted how she introduced rosemary to her nursery. "I collected my first rosemary plant from a seller in India two years ago. From that mother plant, I've been making new cuttings and growing more plants," she said.

She emphasised the importance of proper care: "The plant thrives during winter, which is why this is the season for it. Rosemary hates water clogging, so we have to make sure it's planted in a jar with a good drainage system."

Looking ahead

The rise of rosemary's popularity in Bangladesh underscores a broader trend of consumers turning to natural remedies and DIY solutions for skincare and haircare. While it remains to be seen if this trend will sustain its momentum, for now, the herb's therapeutic reputation and the power of social media are driving its success.

Research suggests that rosemary essential oil may support hair growth for some people. However, additional research is still needed to determine in which cases it is and isn't effective. An older study from 2015, titled Rosemary (Rosmarinus officinalis L., syn Salvia rosmarinus Spenn.) and Its Topical Applications: A Review, compared rosemary essential oil with minoxidil (Rogaine) on participants with androgenic alopecia. The results suggested that rosemary oil was as effective as minoxidil and better at reducing side effects like an itchy scalp.

A 2023 study on mice found that applying a lotion containing 1% rosemary essential oil stimulated hair growth more effectively than minoxidil. Mice treated with the rosemary lotion showed improvements in hair quality, length, weight and appearance. While these findings are promising, further studies in humans are necessary to confirm the results.

As Tasneem Farzana puts it, "It's not just about hair growth. Using rosemary has become a part of my self-care routine. It's something I enjoy doing for myself."

With online stores, plant nurseries and beauty influencers working in tandem, the rosemary boom in Bangladesh shows no signs of slowing down. Whether for its actual benefits or the allure of following a trend, rosemary has rooted itself firmly in the beauty and wellness space in the country.