The Vogue Business Beauty Tracker, created with Spate, identifies the top five brands, trends, and ingredients that are driving the strongest year-on-year growth and have a history of steady increases. Each week, we’ll feature a different beauty category and the top five beauty hashtags on TikTok.
Haircare (October 2024 to September 2025)
Haircare is becoming more important to consumers as beauty priorities extend beyond the surface to address root causes. The popularity of DHT blocker shampoos and scalp serums shows growing awareness of hair thinning and scalp health, with people seeking treatments that target hair loss directly. Lightweight conditioners and UV protection for hair reflect a desire for gentle moisture and environmental defense, avoiding product buildup and aligning with skincare principles. Hair fiber powders are also on the rise, especially among young men, as consumers look for quick fixes to thinning and receding hairlines, issues that are increasingly discussed in social conversations.
In haircare brands, there’s a move toward precise, wellness-focused formulas. Cerave’s entry into haircare meets the demand for dermatologist-approved, barrier-supporting products, using ingredients like ceramides and niacinamide to link scalp and hair health. Arey caters to a niche focused on prevention and repigmentation, offering clinical solutions for gray hair as more consumers seek anti-aging hair care. Design Essentials and TGIN emphasize texture-specific products, providing salon-quality formulas for relaxed, natural, and coily hair types. Meanwhile, Vichy applies its skin science expertise to hair with targeted dandruff treatments.
Trending on TikTok
On beauty TikTok, popular hashtags show a shift toward efficiency, targeted solutions, and clever tricks. #OnTheGoMakeup highlights how beauty routines are being streamlined for busy lives. #ChopstickCurls, which refers to tight, defined curls created with ultra-thin wands, points to interest in specialized, high-impact styling tools. Hashtags like #DepuffSkin, #OilySkinSolutions, and #MicellarWaterHacks indicate a demand for fast-acting, problem-solving products that address puffiness, oil control, or simplify cleansing—appealing to those who want noticeable results with little effort.
Wellness (September 2024 to August 2025)
In the expanding wellness sector, consumers are focusing on metabolic health, performance enhancement, and functional supplements. Moringa supplements and probiotic shots are popular, reflecting interest in plant-based, gut-friendly options that offer antioxidant, digestive, and anti-inflammatory benefits. As connections between gut health and other bodily issues become clearer, people are turning to natural solutions for internal balance and immunity. Ketone and NAD supplements show that biohacking and longevity remain priorities, with consumers seeking ways to boost energy, cellular repair, and cognitive function through advanced supplements. Meanwhile, inferno Pilates represents high-intensity hybrid workouts that blend strength and cardio, meeting the demand for challenging routines that deliver quick, visible results.
Among wellness brands, Puori stands out for its ultra-transparent, minimalist supplements, indicating strong consumer interest in trustworthy quality and ingredient purity. Javy Coffee combines convenience and function with high-protein, sugar-free coffee concentrates, showing how wellness is integrating into daily life and indulgent moments. Brands like VH Essentials focus on women’s intimate health with probiotic-rich, easy-to-use products, signaling a broader emphasis on holistic well-being.The wellness market is shifting toward personalized solutions tailored to specific needs and genders. Brands like Snap Supplements and Alaya Naturals focus on scientifically supported formulas, superfood blends, and adaptogens. They note that modern consumers are moving away from generic multivitamins and toward preventative, system-focused wellness—such as gut health, hormonal balance, and vitality.
On TikTok, beauty trends show a move toward tutorial-based transformations, sensory self-expression, and tech-driven personalization. Hashtags like #HairExtensionInstall reveal a demand for educational, step-by-step content as users aim to achieve professional results at home. #CookiePerfume reflects a love for nostalgic, sweet scents, using fragrance for emotional indulgence. #GreenColorCorrector and #SpiculeSerum highlight an interest in ingredient-focused solutions for issues like redness and skin renewal. Meanwhile, #SkincareApp points to a growing reliance on digital tools for personalized skincare routines and progress tracking.
In fragrance, notes such as tonka bean, marshmallow, and chocolate are popular, signaling a trend toward gourmand scents that evoke warmth, nostalgia, and self-care. Skin perfumes are on the rise, offering subtle, intimate scents that feel like a natural extension of the body rather than a bold statement. This blend of edible sweetness and understated sensuality reflects a broader cultural shift toward comforting luxury and authenticity.
Brands like Penhaligon’s and Arquiste appeal to those seeking heritage, craftsmanship, and storytelling, while Fugazzi, Mind Games, and Salt & Stone attract modern consumers who view scent as part of their identity and lifestyle. Together, these trends show that fragrance choices are becoming more about expressing intellect, emotion, and personal narrative, blending artisanal tradition with contemporary creativity for deeper meaning in luxury purchases.
On TikTok, hashtags like #BrideGlam and #GlitterLip showcase high-impact, celebratory makeup looks for milestone events, emphasizing drama and transformation. #BoyPerm reflects growing inclusivity and gender diversity in beauty, with more men exploring expressive grooming routines. #ChristmasFragrance and #PistachioFragrance highlight a desire for seasonal and gourmand scents, using fragrance to enhance mood, nostalgia, and personal identity.
In nail trends, there’s strong interest in bold, experimental designs created with DIY techniques. Styles like cheetah print, cat-eye, and camo nails cater to a demand for expressive nail art. Glass nails are gaining popularity for their reflective, minimalist, and ethereal finish. Increased searches for nail art tools indicate that consumers are embracing at-home manicures, aiming for salon-quality results on their own.
Nail brands such as KBShimmer, Death Valley Nails, and Ethereal Lacquer are meeting the demand for individual expression and indie artistry. Their polishes feature unique colors, shimmer effects, and limited editions, appealing to those who seek collectible and distinctive nail aesthetics.The growing popularity of Gaoy and Vettsy, known for their DIY-friendly gel systems and nail art tools, highlights a rising interest in at-home nail artistry. Consumers are increasingly looking to achieve salon-quality results using accessible kits and tools.
Trending on TikTok
Beauty trends on TikTok emphasize practicality, preparedness, and stylish experimentation. Hashtags like #SkincareWithSPF and #FrizzyHairProduct show users seeking functional, protective solutions that address real-world issues such as sun exposure and humidity, with a focus on effectiveness and everyday use. Tags such as #TravelMakeupKit and #NailBeginnerTech reflect a demand for compact, beginner-friendly beauty tools that suit on-the-go lifestyles and DIY techniques, especially among newcomers who prefer simplicity. Meanwhile, #BalletcoreNails illustrates the influence of aesthetic subcultures, as consumers embrace soft, theme-driven self-expression that combines elegance with current trends.
Makeup (September 2024 to August 2025)
In makeup, there’s a clear preference for long-lasting wear and flawless complexions with a soft-focus finish. The rise of purple lip stain and tightline eyeliner points to a trend toward subtle drama—using techniques and shades that add definition or intensity while remaining wearable. Growing interest in matte powder, matte blush, and blur foundation indicates a demand for shine control and smooth, filtered finishes, marking a shift away from the dewy looks popular in recent years.
Brand-wise, consumers are drawn to companies offering bold aesthetics, inclusive branding, and skin-friendly formulations. Vive Cosmetics and BBIA cater to desires for high-pigment color cosmetics inspired by Latinx and K-beauty influences, respectively. UCoolMe and Blink Lash, both known for their lash products, meet the demand for eye-focused beauty and semi-permanent or low-maintenance solutions that enhance with minimal effort. Oxygenetix appeals to the growing preference for breathable, skincare-infused makeup, especially for sensitive or post-treatment skin, showing that performance and skin health can go hand in hand.
Trending on TikTok
On beauty TikTok, trending hashtags reveal a focus on specialized education, age-specific needs, and event-driven beauty goals. Tags like #CurlyHairEducation and #MakeupForOlderWomen reflect a demand for inclusive, tailored guidance that addresses diverse hair textures and aging skin. The popularity of #NanoTipHairExtensions and #WeddingDayLook shows consumers investing in transformative beauty choices for special occasions or semi-permanent enhancements. Meanwhile, #CongestedPores highlights ongoing interest in skincare problem-solving, with users turning to TikTok for visible results, product recommendations, and routine tips to tackle common skin concerns.
Skincare (September 2024 to August 2025)
In skincare, trends include sensory experiences, targeted treatments, and barrier-conscious hydration. The popularity of milky toners and flavored lip balms indicates a desire for multi-sensory, aesthetically pleasing products that feel indulgent while providing softness and comfort, often drawing from nostalgic or K-beauty routines. Cryo masks and hydrogel masks show interest in cooling, calming formats that offer instant relief and refreshment, particularly for inflammation, puffiness, or post-treatment recovery. The rise of rosacea gel underscores a demand for dermatologist-informed solutions for sensitive skin, reflecting a broader shift toward soothing, functional skincare that restores and protects the skin barrier.
When it comes to skincare brands, consumers are seeking clinical-grade efficacy and preventative solutions.People are choosing skincare products that match their lifestyle and specific skin needs. Brands like Epicutis and Medicube are gaining popularity because they offer science-based, treatment-focused solutions, appealing to those looking for dermatologist-recommended options for aging, texture, and sensitive skin. Ultrasun and Pierre Fabre highlight a growing interest in European pharmacy brands and sun protection, indicating that UV care and preventing aging are becoming everyday essentials. Clean Skin Club, known for disposable towels and hygiene products, shows a move towards cleanliness, protecting the skin barrier, and reducing contamination, especially for those prone to breakouts or who prefer a minimalist routine.
Trending on TikTok
On TikTok, popular beauty hashtags reveal a love for bold self-expression, easy learning, and honest beauty discussions.
Hashtags like #RedBlushMakeup and #CardiBNails show a clear interest in standout looks inspired by pop culture and celebrities, where vibrant colors and confidence are key. #BeginnerBrows and #BodyWaveHairstyles point to a demand for simple tutorials and beginner-friendly techniques, as users seek easy ways to improve their routines without feeling overwhelmed. Meanwhile, #HairlineReceding reflects a growing openness about beauty insecurities, marking a shift towards honest, problem-solving content that combines vulnerability with community advice.
Haircare (October 2024 to September 2025)
Haircare is increasingly focused on scalp and root health, with rising interest in scalp serums and pre-shampoo treatments for preventive care. The popularity of DHT blocker shampoos and hair-thickening masks shows heightened concerns about hair loss and thinning, driving demand for products that boost density and strength. At the same time, ingredients like olive oil highlight a plant-based, DIY-inspired trend, where consumers look for familiar, nourishing options with holistic benefits. Overall, the common theme is a desire for proactive, health-driven haircare that blends science with natural remedies.
Consumers are turning more to science-backed and dermatologist-associated brands like Arey, Cerave, and Vichy, showing a preference for clinically proven solutions for scalp and hair health. Arey stands out by offering both topical products and supplements, reflecting interest in an inside-and-out approach to slowing gray hair and supporting vitality. The growth of TGIN highlights demand for inclusive brands focused on textured hair with plant-based formulas. Dove Men’s rise points to an expanding male grooming market, where men seek straightforward yet specialized products. Together, these trends indicate a move towards personalized, health-oriented, and inclusive haircare that balances effectiveness with accessibility.
Trending on TikTok
Hashtags like #BeginnersMakeupTutorial and #DrugStoreMakeupRoutine show TikTok users are looking for accessible, affordable, and educational beauty content to build confidence and skills. The rise of #HairlineTattoo indicates openness to semi-permanent cosmetic solutions that combine beauty with long-term enhancement, especially among men. Meanwhile, #MakeupArtistProblems offers insights from professionals, as consumers crave authentic, behind-the-scenes looks at beauty expertise. Finally, #SkincareRecs highlights how social media drives product discovery and trust through peer recommendations, which remain central to consumer decisions.
Wellness (August 2024 to July 2025)
In the growing wellness sector, there’s increasing focus on emotional balance, stress management, and functional optimization. The rise of the dopamine menu reflects a shift towards intentional mood regulation through daily activities.People are looking for structured ways to boost happiness, motivation, and mental strength. They often combine movement, creativity, nutrition, and social connection. Supplements such as ashwagandha gummies, moringa, and products aimed at reducing cortisol show lasting interest in natural, adaptogenic tools for stress relief. These help support calm, focus, and hormonal balance in high-stress lives. Nitric oxide gummies appeal to those with a performance mindset, exploring biohacking-inspired ways to boost energy, circulation, and mental clarity as part of a holistic wellness approach.
Brands are noticing a shift toward wellness companies that focus on targeted benefits and whole-body self-care. Brands like VH Essentials and The Pause Life reflect growing interest in women’s health solutions tailored to specific life stages, such as menopause, with a clinical yet friendly approach. Primal Blueprint and Cure Hydration attract performance-focused consumers interested in ancestral nutrition and clean, effective hydration. So Good So You, known for probiotic shots, shows ongoing demand for convenient, functional products that support immune and gut health.
Trending on TikTok
On beauty TikTok, popular hashtags show that users want long-lasting results, culturally rooted knowledge, and product recommendations validated by the community. Hashtags like #KoreanBeautySecret and #IndianHairSecrets highlight an appreciation for traditional beauty practices with time-tested ingredients and stories. #LongwearingBlush and #BestConcealers point to demand for makeup that stays put all day. #DiffuserCurls reflects interest in technique-driven content that celebrates natural hair textures and personalized care, signaling a move toward individualized routines.
Bodycare (August 2024 to July 2025)
In bodycare, consumers are prioritizing comfort, efficiency, and ingredient transparency. Moisture gloves and in-shower moisturizers are popular, showing that people want hydration to be an effortless part of their routine, especially for tackling dryness with minimal effort. Non-toxic deodorant and tallow soap indicate greater attention to product ingredients and a return to simple, skin-friendly options. Exfoliating body lotion is on the rise, reflecting demand for multi-purpose products that combine treatment and care, blending effectiveness with self-pampering.
Successful bodycare brands focus on functional wellness and enhancing daily rituals. Udderly Smooth and Jack Black meet the need for straightforward, effective solutions for issues like dry hands and odor control. Canopy, with its beauty shower heads, and Kate McLeod, with solid body stones, represent the trend of turning everyday routines into sensory, wellness-focused experiences. Vichy appeals to those who trust science-backed, ingredient-led skincare, showing that consumers value bodycare that feels both professional and accessible.
Trending on TikTok
On TikTok, beauty content revolves around practicality, inclusivity, and education. Hashtags like #AcnecareRoutine and #3StepSkincare show a demand for simple, step-by-step routines that address specific issues like acne. #AcnePositivityDay reflects a move toward skin acceptance and emotional support, where people seek community and confidence, not just solutions. Hashtags such as #AirportMakeup and #HoodedEyesEyeliner highlight the need for beauty advice tailored to specific situations and features, as users look for customized tips.Fragrance (August 2024 to July 2025)
People are increasingly drawn to personalized and exploratory fragrance experiences. Discovery sets are growing in popularity, allowing them to try and select scents that match their personal style. There’s also a noticeable move toward subtle, skin-like perfumes that offer an intimate and wearable form of luxury. At the same time, comforting gourmand scents such as marshmallow, chocolate, and sweet vanilla are trending, reflecting a desire for indulgence and playful self-expression. Together, these trends show a dual interest in both minimalism and escapism.
Fragrance brands are focusing on storytelling, sensory richness, and carefully built identities. Brands like Arquiste and Houbigant highlight a growing appreciation for heritage and historical depth, turning fragrance into a narrative rooted in culture and craftsmanship. Meanwhile, Aesop and Cuerpa appeal to those seeking sensory simplicity and skin-friendly formulas, blending scent with wellness and daily rituals. Snif caters to the modern shopper’s interest in fun, try-before-you-buy options and direct-to-consumer access, showing that fragrance buyers are eager to experiment—especially when the experience feels personal, accessible, and enjoyable.
Trending on TikTok
On TikTok, popular beauty hashtags emphasize gentle routines, affordable discoveries, and life transitions. #CollegeSkincare reflects a seasonal shift as students head back to school and look for easy, beginner-friendly skincare that fits their changing schedules and environments. #GentleHaircare and #HairFoamRollers show a preference for low-damage, soothing beauty habits that prioritize hair health over heat styling. Meanwhile, #FragranceUnboxings and #MiniMakeupHaul highlight a love for small, shareable beauty rituals, where even small purchases bring moments of joy and indulgence.
Nails (August 2024 to July 2025)
In nail trends, there’s a strong interest in designs that allow for bold self-expression, cultural playfulness, and creative experimentation. Styles like strawberry milk nails and cowgirl nails tap into specific, mood-driven aesthetics, using nails as accessories that reflect personal identity or lifestyle changes—from soft and minimal to rustic and spirited. In contrast, junk nails and Kaws-inspired designs showcase a love for visual maximalism and pop art references, turning nails into a canvas for creative excess or nostalgic flair. Cheetah print nails continue to be popular, showing the lasting appeal of bold, patterned looks.
A shift toward indie artistry, self-care, and unique finishes is evident among top-growing nail brands. Death Valley Nails, Ethereal Lacquer, and KBShimmer represent the rise of small-batch, story-driven polish collections that appeal to beauty enthusiasts with creative colors, shimmer effects, and seasonal releases. Elon Essentials, known for its nail conditioner, underscores a growing focus on nail health and restoration, indicating that consumers are balancing aesthetics with treatment-based care. Gaoy meets the demand for affordable DIY gel systems that deliver professional results, reinforcing the appeal of at-home nail solutions that don’t compromise on style or durability.
Trending on TikTok
On TikTok, trending beauty content reflects a consumer focus on efficiency, transformation, and satisfying visual results. Hashtags like #FiveMinuteMakeup and #HowToGetLongHair highlight the demand for quick, easy routines that deliver noticeable outcomes without complexity. Trends such as #BlindingHighlight and #FacialPeel show a fascination with dramatic, satisfying transformations, proving that viewers are still drawn to content with clear before-and-after effects. Meanwhile, #DarkUnderEyeCircles addresses common concerns with solutions that offer visible improvements.The enduring focus on specific, relatable skin concerns continues to drive interest in tips, hacks, and makeup and skincare products.
Makeup (August 2024 to July 2025)
Current search trends in makeup show a preference for long-lasting, flawless finishes and easy, high-impact techniques. Products like blur foundations, creaseless concealers, and setting sprays meet the demand for smooth, budge-proof complexions that create a filtered, airbrushed look. The popularity of peel-off lip stains reflects a desire for low-maintenance, transfer-resistant color in a fun and practical form. Meanwhile, tightline eyeliner highlights an interest in subtle techniques that naturally define and enhance facial features.
In terms of brands, the rise of CO Bigelow, especially its lip gloss, points to renewed appreciation for nostalgic, apothecary-style beauty brands with simple yet effective hero products. Hermès appeals to consumers who see makeup as a luxury statement, where packaging, prestige, and sensory experience are as important as the formula. Merit Beauty stands out for its stick formats and minimalist, time-saving approach, attracting those who prefer clutter-free routines. Wonderskin, known for its viral peel-off lip stain, taps into the love for fun, transformative beauty moments, while Marcelle caters to a niche seeking dermatologist-recommended, hypoallergenic products, supporting a more clinical, skin-first approach to makeup.
Trending on TikTok
On TikTok, popular beauty hashtags indicate that consumers are increasingly looking for real-world solutions, authentic recommendations, and personalized routines. Hashtags like #BeautyRecs and #FragranceRotation show a move toward crowd-sourced discovery and evolving beauty identities, as users explore products that match their moods, seasons, or lifestyles. The popularity of #HairFrizz and #BlowoutRoutine reflects a demand for practical, step-by-step content that addresses everyday hair concerns, especially those related to managing texture and extending style longevity. Meanwhile, #NosePatch highlights the ongoing interest in targeted skincare fixes, particularly treatments that deliver satisfying, visible results and are easily shareable online.
Skincare (July 2024 to June 2025)
Growing interest in collagen eye patches and face taping signals a further shift toward non-invasive, preventive skincare methods that focus on natural lifting and anti-aging without clinical procedures. The popularity of tallow SPF shows increasing curiosity about animal-based ingredients like beef tallow. Urea face cream represents the appeal of deeply reparative, dermatologist-backed moisturizers that restore the skin’s barrier and tackle dryness or sensitivity. The rise of pico laser treatment indicates openness to minimally clinical interventions that offer effective results with little downtime, reinforcing a preference for gentle yet high-impact solutions.
Among brands, consumers clearly prefer skincare companies that offer science-backed formulas with visible skin health benefits. Brands like Macrene Actives, Epicutis, and Medicube, for example, emphasize clinical efficacy and dermatological credibility. At the same time, the growth of Skin1004 and Medicube also underscores the rising influence of Korean skincare, known for its innovative ingredients. The resurgence of Noxzema points to renewed interest in heritage brands, as consumers return to trusted staples in a crowded market.
Trending on TikTok
This week, the fastest-growing beauty hashtags on TikTok reflect a consumer desire for personalized product discovery and peer-driven recommendations. Tags like #FavBlush and #NewBeautyLaunch highlight individual favorites and new releases in the beauty world. The rise of #ReverseFrenchNails shows the platform’s role as a source of visual inspiration, where users seek fresh, creative looks to try.On the other hand, #LiftedBrows shows a growing interest in technique-focused content, as beauty enthusiasts actively seek to learn subtle methods that enhance and lift their facial features. Meanwhile, #BlondeShampoo emphasizes the need for targeted maintenance routines and signals a demand for specialized, problem-solving products tailored to individual needs.
Haircare (August 2024 to July 2025)
In haircare, interest in products like DHT blocker shampoos, hair loss creams, and onion shampoos reflects increasing consumer concern about hair thinning and loss. This drives demand for effective solutions based on both science (such as DHT inhibition) and traditional remedies (like onion extract). At the same time, the popularity of scalp serums and low porosity shampoos indicates a move toward personalized, scalp-first haircare. Consumers are now focusing on understanding and treating the root causes of hair issues, not just the symptoms. These trends highlight a more ingredient-aware, solution-driven mindset, with users researching products suited to their specific hair type and concerns.
Rising interest in brands like Plantur 39 and Arey reflects a growing consumer focus on age-related hair issues such as thinning and graying, fueling demand for functional, science-backed solutions that support long-term hair health. Meanwhile, the popularity of Vichy’s Dercos line—known for targeting scalp health with dermatological ingredients like aminexil and resveratrol—shows increased interest in ingredient-conscious, scalp-first care grounded in clinical effectiveness. Brands like Umberto Giannini and TGIN, on the other hand, highlight consumer preference for inclusive, value-driven companies that serve diverse hair types.
Trending on TikTok
On TikTok, popular beauty hashtags like #ChemicalPeelBeforeAfter and #ChemicalPeelProcess reveal a desire for visible, clinical skin transformations and content that documents the journey, building trust through authenticity and expert-guided steps. Meanwhile, #GymHairHack points to a practical, lifestyle-integrated approach—users want beauty routines that solve everyday problems with simple, shareable tips. Finally, the momentum behind #LongLastingPerfume shows consumers’ growing interest in fragrance longevity and peer-approved scent recommendations, highlighting how social media-driven fragrance discovery is based on trust, performance, and shared enthusiasm.
Wellness (July 2024 to June 2025)
In wellness, the top-growing trends show that consumers want multi-sensory, stress-reducing, and performance-enhancing solutions that are both accessible and effective. The popularity of watsu massage and stress-relief supplements points to rising interest in deep relaxation therapies and nervous system regulation as key aspects of well-being. Meanwhile, products like ashwagandha gummies, pre-workout gummies, and sulfur supplements reflect a preference for functional, easy-to-take formats that support both mental resilience and physical performance in daily life.
When it comes to brands, there is a clear shift toward targeted, life-stage-specific, and microbiome-focused solutions that promote whole-body balance. Brands like Great Lakes Wellness and Bodybio highlight the growing demand for foundational, bioavailable supplements that support cellular and gut health, appealing to informed consumers who prioritize internal wellness. So Good So You and VH Essentials show increasing interest in probiotic-powered functional beverages and intimate health products, signaling greater awareness of the gut-body connection and women’s wellness. The Pause Life, meanwhile, stands out for addressing menopausal support, pointing to a growing but underserved market where consumers seek age-informed, hormone-aware care based on empowerment and transparency.
Trending on TikTok
Trending beauty hashtags like #QuickMakeupTips, #NailPolishPen, and #AmazonWigs highlight a desire for fast, affordable, and user-friendly products on TikTok.Beauty trends are evolving to simplify routines while encouraging creativity. The #RedWineMakeup trend highlights the appeal of food-inspired beauty, where deep burgundy shades evoke sensory connections, blending visual appeal with taste and mood for a more immersive experience. Meanwhile, the #MakeupSpatula, popularized by K-beauty, shows how Korean innovations in tools and techniques continue to influence global trends.
Bodycare (July 2024–June 2025)
This week’s top bodycare trends include growing interest in moisture gloves and shower lotions, reflecting a demand for hydration that fits easily into daily routines. Searches for vanilla body scrub and glitter lotion reveal a desire for products that engage the senses through scent, texture, and appearance. Tallow soap indicates ongoing curiosity about traditional, animal-based products with nourishing benefits.
Brands like Bend Soap Company and À La Maison are gaining attention, showing a preference for ingredient-focused, artisanal, or French-milled soaps. Kate McLeod and Noshinku appeal to those seeking stylish, wellness-oriented bodycare that’s portable and design-forward. Baylis & Harding’s popularity points to a demand for affordable, giftable bodycare options.
Trending on TikTok
TikTok beauty hashtags reflect interest in age-aware skincare and practical education. #FacialInfusion, #SkincareAfter30, and #NaturalHairGrowth emphasize long-term results and proactive care, especially for aging or hair health. #CurlyHairFail and #FlawlessMakeup highlight the value of learning through trial and error, as well as aspiring to perfect results, where vulnerability and achievement coexist in beauty stories.
Fragrance (June 2024–May 2025)
This week’s fragrance trends show consumers drawn to gourmand and nature-inspired scents. Notes like pomegranate, raspberry, and honey reflect a preference for sweet, comforting, and edible-like fragrances that feel indulgent yet approachable. Rising interest in saffron and matcha perfumes suggests curiosity about niche, globally inspired ingredients, pointing toward olfactory storytelling and cultural richness.
Brands such as Arquiste and Santa Maria Novella attract those seeking heritage and craftsmanship, indicating that fragrance is seen as a form of intellectual and emotional exploration. Snif and Sand + Fog meet the demand for accessible, modern formats, like try-before-you-buy models and home scents, blending convenience with aesthetics. Aesop’s rise underscores interest in minimalist, sensory luxury, where fragrance enhances wellness and daily rituals.
Trending on TikTok
TikTok’s beauty hashtags show a growing desire for personalized solutions tailored to specific lifestyles, hair types, and ages. #Swimhair and #Doingmyownbraids reflect a hands-on, DIY approach, especially for textured and protective styles. Skincare hashtags like #Moisturiserforoilyskin, #Collagencream, and #Over40skin highlight the need for targeted products that address individual concerns and life stages.
Nailcare (June 2024–May 2025)
This month’s top nail trends balance bold self-expression with effortless sophistication. Searches for cheetah print and deep red shades show interest in striking designs that express personality and mood. Trends like easy gel nails, jelly gel polish, and baby French nails indicate a demand for low-maintenance, long-lasting manicures.Manicures are evolving to combine simplicity with a sleek, modern appearance. In the nail industry, there’s a noticeable move toward professional, expressive, and ingredient-aware nail care. Brands like Starrily, Ethereal Lacquer, and KBShimmer are meeting the demand for unique, indie polishes with creative effects—such as holographic, shimmer, or fantasy-inspired colors—highlighting a preference for individuality and self-expression. Vettsy appeals to DIY nail enthusiasts with tools and gel systems, showing that people want salon-quality results at home. Nailberry stands out for its breathable, non-toxic formulas, reflecting the growing importance of clean beauty even in specialized areas like nail care.
Trending on TikTok
This week on TikTok, popular beauty hashtags like #FaceliftJourney and #EyelashGrowthSerum reveal a fascination with visible transformations and product-driven results, often showcased through before-and-after stories. Hashtags such as #ViralDryShampoo and #MakingLipsGloss demonstrate enthusiasm for practical beauty hacks and DIY experiments, where users look for easy, trend-focused solutions. Meanwhile, #GreenEyeshadowLook indicates a willingness to try bold, playful aesthetics, especially through color-centric content that inspires personal style.
Makeup (June 2024 to May 2025)
In makeup, search trends show a preference for long-lasting, low-maintenance products that perform well with minimal effort, as seen with cream, black, and peel-off lip stains. The rise of black and peel-off lip stains also points to a taste for fun experimentation and innovative formats that blend striking looks with convenience. Growing interest in creaseless concealer and blur foundation reflects a desire for flawless yet natural finishes, signaling demand for products that enhance skin while looking seamless and feeling light.
Brands like gothic-inspired Jolie Beauty and Cult Candy Cosmetics, which focus on vegan values and identity-driven beauty, cater to those seeking alternatives to mainstream aesthetics. The popularity of Wonderskin and Drmtlgy highlights a demand for innovative, long-wear, and skincare-infused products, showing a preference for hybrids that offer both cosmetic results and skin benefits. K-beauty brand BBIA exemplifies the global appeal of affordable, high-quality cosmetics with trendy shades and unique textures.
Trending on TikTok
Top-growing beauty hashtags on TikTok indicate a shift toward gentle, culturally rooted, and personalized beauty routines. Hashtags like #HeatlessHairCurls and #GRWMCurlyHair show a strong preference for hair-health-conscious styling and embracing natural textures, especially among those avoiding damage. The rise of #IndianBeautySecrets and #WhipdBraids reflects growing appreciation for traditional techniques and protective styles, highlighting beauty as a form of identity and cultural pride. Meanwhile, #RosaceaJourney points to a need for honest, real-life stories, where users connect over shared experiences with sensitive skincare.
Skincare (June 2024 to May 2025)
In skincare, consumers are leaning toward treatment-style products that deliver visible, often immediate results. Tools and items like face taping and cryo masks show increasing interest in non-invasive methods that replicate professional treatments at home. Collagen masks and Korean face masks emphasize the appeal of deep hydration and skin renewal, often tied to ritualistic or sensory self-care. Brands such as AHC, Skin1004, and Aestura continue to highlight the popularity of Korean skincare, valued for its soothing, barrier-supporting formulas and dermatological trust.
The popularity of hypochlorous acid spray signals growing awareness of skin barrier health and inflammation control, pointing to a move toward science-backed, gentle solutions.Skincare is shifting toward a more informed, preventative approach. Leading brands in search data show that consumers prefer gentle, sensory-rich, and results-driven products with global appeal. Breeze Balm and Grace & Stella focus on feel-good, pampering experiences, combining playful branding with effective hydration and glow-enhancing benefits.
On TikTok, popular beauty hashtags like #StayPutMakeup and #BlurringBlush highlight a demand for long-lasting, high-performance makeup. The rise of #LashCleansing and #NourishingSkincare points to a growing emphasis on gentle, health-focused routines that support skin and eye care alongside cosmetics. #BridesmaidMakeupLook reflects ongoing interest in occasion-based beauty inspiration, with users turning to social media for styling tips tied to specific events.
In haircare, increased search interest for products such as hair loss cream, scalp serum, DHT blocker shampoo, and flaky scalp shampoo indicates a move toward targeted, problem-solving solutions. Scalp health is a recurring theme, as consumers recognize its role in hair strength and seek treatments for issues like inflammation, buildup, or hormonal factors. Plant-based ingredients, such as onion for its sulfur content, show a preference for natural, holistic efficacy. The focus on hair loss products also suggests a growing urgency around preventative care, especially among younger people aiming to address early signs of thinning or damage.
Trending haircare brands meet the desire for elevated, wellness-infused routines. Interest in Vichy’s dandruff shampoo and Umberto Giannini’s curl products reflects demand for specialized solutions for specific scalp and texture needs. Rahua appeals with sustainable botanical formulas, while Arey caters to age-conscious consumers with products that slow graying and support long-term hair health. The renewed buzz around Elizabeth and James’s discontinued dry shampoo highlights nostalgia-driven demand and the emotional value placed on trusted, high-performing staples.
On TikTok, fast-growing hashtags like #VacationSkincare and #FlawlessBaseRoutine show interest in practical, context-specific routines that ensure skin confidence in various settings. #HowToKnotlessBraid and #KbeautySkincareProducts reveal a demand for culturally informed and technique-focused tutorials, emphasizing inclusivity and precision. The popularity of #OatCleanser aligns with the trend toward gentle, soothing ingredients and mindful, barrier-friendly products.
In wellness, the popularity of gummies for creatine, ashwagandha, pre-workout, and cortisol support reflects a preference for easy-to-integrate supplements that fit into daily life. The focus on adaptogens and hormonal balance signals growing consumer interest in stress management and mental resilience, while tools like vibration plates align with tech-enhanced at-home fitness. These trends point to a blend of performance optimization, stress relief, and convenient wellness routines suited to busy lifestyles.
Top-growing wellness brands indicate that consumers are prioritizing foundational health support with targeted, bioavailable nutrients like vitamins, minerals, and electrolytes. Brands such as Hiya Health and Ddrops highlight a shift toward family-focused and child-friendly wellness products.Parents are increasingly investing in preventive health from an early age. The popularity of brands like Cure Hydration and Bodyhealth reflects a growing interest in science-backed solutions for energy, recovery, and hydration, often linked to active or wellness-focused lifestyles.
On beauty TikTok, the most popular hashtags show a demand for personalized, practical beauty routines based on real needs. #SPFMakeupProducts highlights the rising interest in hybrid products that combine skincare and makeup, showing that consumers want beauty items that offer both cosmetic appeal and protection, especially from the sun. Hashtags like #FoundationFreeMakeup, #OilyHairProblems, #MyHairRoutine, and #PerfumeJourney emphasize minimalist beauty, relatable issues, and self-expression through routines and scents. This points to a desire for content that feels both inspiring and achievable.
Bodycare (May 2024 to April 2025)
Bodycare trends show a growing focus on functional self-care that blends wellness with beauty. Products like magnesium oil and antibacterial soap bars meet demands for health benefits such as stress relief, muscle recovery, and hygiene. At the same time, items like vanilla body scrub, exfoliating body lotion, and moisture gloves appeal to those seeking sensory indulgence and targeted skin treatments. Overall, consumers want routines that are both effective and pleasurable, combining therapeutic ingredients with enjoyable experiences.
In bodycare brands, there’s a clear preference for simple, intentional routines that don’t compromise on quality or experience. Brands like Bend Soap Company and Noshinku lead with multi-functional, skin-friendly solutions for sensitive skin and hygiene needs, using nourishing, minimalist formulas. Sabon and Compagnie de Provence attract consumers looking for sensory escape and artisanal craftsmanship, blending tradition with luxury. Meanwhile, Head & Shoulders stands out with clinically proven effectiveness, highlighting the importance of performance alongside more indulgent or natural options.
Trending on TikTok
This week’s top beauty hashtags on TikTok reflect a desire for creativity, inspiration, and ritualized self-expression. #JumboLipBalm, inspired by Elf Cosmetics, showcases a fun, DIY spirit as users recreate a viral product that mixes nostalgia with beauty experimentation. #ColourfulEyeliner points to a growing interest in bold, expressive makeup looks that highlight individuality and artistry. #PromMakeupInspo and #HairWashingDay show how special occasions and daily routines are turned into meaningful, shareable rituals. #BestKoreanSkincare underscores the lasting influence of K-beauty, which continues to shape global standards with innovation, efficiency, and aesthetic appeal.
Fragrance (May 2024 to April 2025)
Fragrance trends reveal a strong consumer interest in gourmand scents and olfactory indulgence. Notes like brown sugar, sweet vanilla, and raspberry reflect a preference for rich, dessert-like fragrances that are nostalgic, edible, and comforting. Matcha perfume, while still food-inspired, offers a fresher, subtler profile, though it can be sweetened to evoke treats like matcha soft serve. The appeal of luxury perfumes also shows a desire for status, craftsmanship, and sophisticated self-expression, as consumers seek scents that convey taste and distinction.
Among fragrance brands, those that treat scent as a multifaceted lifestyle experience are leading. Liquides Imaginaires meets the demand for luxury storytelling and symbolic depth, with consumers drawn to scents that provide emotional and imaginative escape. In contrast, Snif appeals to those seeking playful accessibility and discovery, using mini sizes and aNiche fragrances are getting a fun, low-pressure makeover. Brands like Aesop, Santa Maria Novella, and Sand + Fog are part of a shift toward more thoughtful self-care and atmosphere, where artisanal origins, apothecary style, and rich perfume oils make scent part of everyday rituals.
On TikTok, popular beauty hashtags show that people want personalized, problem-solving content that’s both useful and relatable. Tags like #MoisturiserForSensitiveSkin and #SkincareRecs point to strong demand for skincare advice tailored to specific needs, showing trust in recommendations from fellow users. #MomHairHack and #HoodedEyeMakeup reflect a desire for beauty shortcuts that fit unique features or lifestyles, while #ProMakeupTips highlights an ongoing interest in achieving expert-level results—not just buying products, but learning how to use them.
In nails (April 2024–March 2025), searches show a move toward personalization, playfulness, and healthier options. Junk nails and cheetah prints signal a love for bold, expressive styles, while baby French and Japanese gel manicures appeal to those who prefer minimalist, high-precision looks. Interest in water-based polish reflects growing demand for non-toxic formulas. Popular brands like DND Gel, V Beauty Pure (again this month), and Dazzle Dry point to a desire for long-lasting, salon-quality products that dry quickly. Ethereal Lacquer and Mooncat attract fans of unique colors, holographic effects, and aesthetic-driven indie brands.
On TikTok, beauty trends continue to emphasize personalization, practicality, and inclusivity. Hashtags like #MakeupBrushHack, #DiyHaircuts, and #IndividualLashes show interest in skill-sharing and budget-friendly beauty. #BotoxForMen signals growing acceptance and gender inclusivity in aesthetic treatments, breaking down old beauty norms. #BridalTrialMakeup shows people want control and customization for important events, pointing to a broader trend of tailored beauty experiences.
In makeup (April 2024–March 2025), color and playful formats are in the spotlight. Lilac blush and orange lip gloss show a growing comfort with expressive shades, while peel-off lip stains add a fun twist. Cushion foundations, popularized by K-beauty, highlight interest in portable, buildable, skin-friendly products. Creaseless concealer shows shoppers want solutions to common issues like caking—not just coverage, but confidence.
Emerging makeup brands reflect a shift toward products that combine looks with performance. Wonderskin and Color FX meet demand for high-impact, transformative formulas with innovative application. Mob Beauty and Japonesque appeal to those seeking professional precision and tools, showing consumers are more informed. And Dasique proves K-beauty continues to make waves worldwide.
On TikTok, beauty hashtags like #FlawlessMakeupTips, #LashRetentionHack, and #MixedKidsHaircare reveal a strong appetite for personalized, results-focused content that feels both relatable and easy to apply.People value personalized advice, especially when it addresses their unique identities or beauty concerns. #MatchaSkincare highlights the growing trend of exploring specific ingredients, blending skincare with lifestyle choices. #BrowProducts continues to attract attention, showing that transformative, essential categories remain popular in daily routines.
Skincare (April 2024 to March 2025)
In skincare, trending searches show a preference for self-care rituals that promise noticeable results by morning. The ‘morning shed’ trend involves using products like collagen masks overnight for a fresh, flawless look upon waking, embracing a high-effort evening routine for an easy morning. Collagen masks also reflect rising interest in plumping and elasticity-boosting products that hydrate the skin. Soothing ingredients such as hypochlorous acid, centella, and milky toners point to a focus on skin barrier care, reducing inflammation, and gentle hydration, indicating that consumers are prioritizing skin resilience over harsh treatments.
From a brand perspective, Clé de Peau Beauté, Beauty of Joseon, and VT Cosmetics represent a shift toward premium, science-backed formulas inspired by Eastern beauty traditions. VT Cosmetics, in particular, taps into the at-home facial trend with its Reedle Shot serum, meeting demand for professional-grade treatments in everyday use. Meanwhile, interest in Dr. Bronner’s and Noxzema reflects a growing preference for minimalist, trusted legacy brands that focus on plant-based or straightforward formulations.
Trending on TikTok
This week, top beauty hashtags on TikTok reveal a strong consumer desire for practicality, accessibility, and DIY empowerment. Trends like #FrenchNailHack, #EasyPolygel, and #NaturalNailJourney show a rise in at-home beauty experiments, favoring affordable and simple alternatives to salon services. #MessyBunStyle and #MidlifeMakeup highlight greater inclusivity in beauty, embracing diverse ages.
Haircare (April 2024 to March 2025)
This week’s top haircare trends show consumers focusing on scalp health as the foundation for strong hair, with products like scalp scalers and moisturizing lotions addressing buildup and hydration needs. The popularity of hair loss cream signals increasing demand for functional solutions that reduce fallout and encourage regrowth. Flaxseed gel represents a move toward DIY or plant-based styling options that offer both performance and nourishment. Together, these trends emphasize a holistic, root-to-tip approach to haircare, where targeted treatments prioritize health.
Among emerging haircare brands, there’s a shift toward specialized, inclusive, and ingredient-aware products. Brands like Pattern Beauty and Melanin Haircare cater to textured and curly hair, emphasizing representation and effectiveness. Fino and Shikai appeal to those interested in minimalist, sometimes plant-based formulas, while Malin + Goetz attracts consumers looking for premium, unisex, and sensory-rich experiences.
Trending on TikTok
On TikTok, popular beauty hashtags show a strong consumer interest in practicality, speed, and education. Hashtags like #EasyMomMakeup and #EasyMakeupTutorials reflect a need for simple, time-saving beauty approaches, especially for busy users seeking accessible content. #SlickedBun and #MakeupTouchups highlight the appeal of quick, polished looks that enhance everyday style with minimal effort. Meanwhile, #HairExtensionsEducation indicates that consumers are actively seeking informative content to make confident, empowered beauty choices—combining aspiration with accessibility.
Wellness (March 2024 to February 2025)
Rising search interest for products like creatine and pre-workout gummies points to growing demand for convenient and easy-to-consume fitness supplements. Vibration plates and magnesium oil indicate a focus on innovative and natural wellness solutions.People are increasingly choosing non-invasive, at-home tools for recovery and performance, focusing on managing their own wellness. Magnesium oil is also gaining attention as sleep health becomes more important. The popularity of sulfur and magnesium products shows that consumers are more aware of mineral deficiencies and their impact on overall health. Together, these trends point to a move toward personalized, accessible wellness solutions that combine performance, recovery, and holistic health.
Brands like Erewhon, which benefit from interest in superfoods like sea moss, reflect a shift toward premium wellness products. Micro Ingredients and Vida Glow meet the demand for functional supplements that support inner beauty, energy, and longevity. Wholesome Story’s success highlights a focus on transparent formulas, especially for hormonal and reproductive health. NekTeck, known for its foot massager, shows a strong interest in tech-enabled self-care that promotes relaxation and recovery at home.
Bodycare (March 2024 to February 2025)
Bodycare trends show that consumers want multi-sensory, indulgent experiences, as seen with vanilla-scented scrubs and washes. There’s also a clear focus on effective skincare ingredients, with demand for treatments like urea cream and moisture gloves addressing hydration and repair needs. Retinol body washes illustrate the “skinification” of bodycare, as people look for anti-aging ingredients used in facial skincare. Overall, consumers are combining enjoyable, comforting elements with clinical-grade solutions for both sensory pleasure and real skin benefits.
Brands are responding to this demand for products that mix effectiveness with sensory appeal. Bella Beauty and Luna Daily focus on microbiome-friendly and pH-balancing care for sensitive areas. Eos and Salt & Stone emphasize hydration and elevated scents as daily luxuries. CLN Wash appeals to those seeking dermatologist-developed, clinically proven formulas. Consumers are drawn to brands that offer both skin health benefits and self-care moments, turning bodycare into a ritual of function and enjoyment.
Trending on TikTok
This week on TikTok, hashtags like #HairStorytime and #AcneCoverage show users sharing personal beauty stories and solutions. #FullSkincareRoutine and #CurlyHairRoutine highlight a commitment to detailed, step-by-step care rituals. Growing interest in #Inflammaging reflects increased awareness of the science behind skin aging and a proactive approach to prevention. Consumers are looking for a mix of community learning and expert-inspired routines, blending personal experiences with informed choices.
Fragrance (March 2024 to February 2025)
Consumers are drawn to rich, layered scents that balance warmth and depth, such as saffron, pomegranate, and caramel perfumes. Matcha perfume continues the trend toward refined, earthy fragrances. Perfume discovery sets show a preference for exploration and personalization, indicating that shoppers are more intentional about finding their signature scent. These trends suggest a move toward bold yet sophisticated fragrances that offer both indulgence and individuality.
In terms of brands, people are embracing a mix of heritage and modern options, with growing interest in legacy names like Santa Maria Novella and contemporary disruptors.Fragrance brands like Snif are gaining traction, while Huda Beauty’s successful launch of its perfume line Kayali in 2018 shows that popular beauty brands can effectively expand into scents. Arquiste’s growth reflects a demand for perfumes with historical inspiration and storytelling, and Sand + Fog appeals to those who prioritize fragrance in home and personal care. These trends point to consumers valuing both prestige and accessibility, with an emphasis on brand identity, craftsmanship, and sensory experiences.
On TikTok, popular beauty hashtags reveal a desire for education and simplicity. Tags like #SkincareMistakesToAvoid and #SimpleHairstyleTutorial offer practical, step-by-step guidance to help users avoid errors and achieve results efficiently. Skincare trends such as #GlassGlowSkin highlight an interest in healthy, glowing skin, suggesting that consumers see skincare as the basis of beauty. Meanwhile, hashtags like #GoingOutMakeupLook and #BlowDryStyle indicate that while ease is important, there’s also a strong interest in mastering polished, occasion-ready looks.
In nails, from March 2024 to February 2025, consumers are drawn to innovative options like water-based nail polish and Japanese gel, which focus on ease of use and nail health. Jelly gel polish and Korean gel nails are popular for their high-shine, translucent finishes that fit the glossy, glass-like beauty trend. Tortoise shell nails showcase intricate, fashion-forward designs, emphasizing the ongoing appeal of detailed nail art. Overall, there’s clear interest in advanced formulas, aesthetic variety, and creative self-expression through nails.
Brands like Vettsy and V Beauty Pure are popular for specialty nail art products, supporting the trend toward intricate, customizable designs. Gelcare’s success points to growing demand for high-performance, salon-grade formulas that prioritize nail health. Consumers prefer long-lasting, artistic, and professional nail solutions for both at-home and salon use.
On TikTok, #NaturalHairUpdo celebrates textured hair and natural styles, while #SlickBackHairstyles favor sleek, sophisticated looks. #CreamLipstick highlights a preference for smooth, comfortable lip color, and #SunscreenFavourites shows increased awareness of daily sun protection. #MossNails captures a playful, nature-inspired nail art trend for spring.
In makeup from February 2024 to January 2025, consumers want long-lasting, low-maintenance products like brown waterproof mascara, creaseless concealer, and peel-off lip stain. Interest in cushion foundation and nano brows reflects a preference for precise, buildable coverage that enhances natural features. Multifunctional products with benefits like hydrating coverage, smudge-proof wear, or semi-permanent results are also key. These trends indicate a move toward convenient, performance-focused beauty that simplifies application while delivering polished, lasting results.
This week’s trending makeup brands meet demands for innovation, customization, and artistry. Wonderskin offers unique lip stains, and Made by Mitchell provides bold pigments. Mob Beauty’s refillable packaging appeals to eco-conscious shoppers, while Dasique taps into the growing interest in K-beauty. Color FX caters to those seeking high-performance, professional complexion products that enhance skin without feeling heavy.TikTok Trends: Hair and Skincare Focus
On TikTok, hashtags like #HeatDamagedCurls and #NaturalHairIdeas show a growing emphasis on hair health and embracing natural textures. #FoamingFaceWash highlights how texture and sensory experience are influencing skincare choices. #AirplaneSkincare points to a need for portable, environment-specific skincare solutions, while #90sUpdo taps into nostalgia for glamorous retro hairstyles inspired by icons from that era.
Skincare Trends (Feb 2024–Jan 2025)
Consumers are prioritizing skin barrier support and long-term resilience, turning to ingredients like centella and ginseng for soothing and revitalizing benefits. Trusted brands such as Skin1004 and Noxzema are favored for their effective, deep-cleansing formulas that help maintain clear skin. There’s also strong demand for collagen masks and anti-wrinkle eye treatments, reflecting a focus on anti-aging and hydration. Honey lip oil’s popularity underscores a preference for nourishing, multi-functional products that combine skincare with daily comfort. Overall, the trend is shifting toward ingredient-led, results-driven products that blend traditional remedies with modern science.
Consumers are increasingly drawn to brands that merge traditional skincare wisdom with dermatological innovation—examples include Beauty of Joseon with its hanbang-inspired formulas and Aestura’s clinical solutions for sensitive skin. Interest in devices like Omnilux signals growing demand for high-tech at-home treatments, especially LED therapy for anti-aging and overall skin health. In summary, today’s skincare shoppers want proven, science-backed products that honor both heritage and technology.
TikTok Trends: Problem-Solving Beauty
TikTok users are looking for practical fixes for hair and skin concerns. Hashtags like #WavyHairHacks offer easy styling tips, while #AcneScarRemoval and #DrySkinMoisturiser address specific skincare needs. #SkincareOil reflects interest in nourishing, barrier-supporting formulas, aligning with the broader focus on skin repair and hydration. Meanwhile, #TikTokShopMakeupFinds shows how the platform drives real-time product discovery, where affordability and viral recommendations influence purchases. These trends highlight how problem-solving, hydration, and social commerce shape consumer interest and buying behavior.
Haircare Trends (Feb 2024–Jan 2025)
Hair health and repair are top priorities. Consumers are seeking targeted treatments like collagen masks to nourish the scalp and strengthen hair. There’s growing demand for advanced smoothing and frizz control, with treatments like nanoplastia offering long-lasting manageability. Interest in preventative care is also rising, as seen with hair UV protection, showing greater awareness of environmental damage.
Brand-wise, shoppers are choosing ingredient-conscious haircare, favoring brands like Innersense Organic Beauty and Seen, which focus on scalp-friendly formulas. There’s also strong demand for textured hair expertise, with brands like Pattern Beauty and Qhemet Biologics meeting the specific needs of curly and coily hair. Dermatologist-developed and skin-friendly products—such as those from Seen and Malin + Goetz—are gaining popularity by addressing scalp health and sensitivity alongside hair concerns.
Overall, these trends point to a shift toward science-backed, functional haircare that prioritizes resilience, protection, and long-term wellness over aesthetics alone.
TikTok Trends: Transformative Beauty
This week on TikTok, beauty lovers are celebrating transformative moments. #RedHairTransformation captures the appeal of bold color changes, while #MotherOfTheBrideMakeup reflects milestone-driven beauty looks. The rise of #NaturalHairstyling signals a demand for effortless styles that work with natural texture.In the world of beauty, #BlackLipLiner is gaining traction, showing a move toward bold, high-contrast makeup. Meanwhile, #HairRoller points to a revival of retro styling techniques for contemporary looks. These trends reflect a blend of personal reinvention, statement beauty, and nostalgic methods that are influencing how people express themselves through their appearance.
In wellness from February 2024 to January 2025, people are focusing on managing stress and regulating their nervous systems. This is evident in the growing popularity of cortisol supplements, watsu massage, and magnesium oil. There’s also a strong emphasis on internal health, with gut cleanses gaining attention as more believe digestive wellness impacts overall well-being. Reformer Pilates machines are in demand for low-impact, strength-building exercises that promote longevity and mobility. Together, these trends highlight a proactive, holistic approach to self-care that combines relaxation, internal balance, and mindful movement.
Brands making waves include Magic Molecule with its healing solutions and Transparent Labs with transparent sports supplements, catering to those who value efficacy and ingredient clarity. Hiya Health in children’s nutrition and Happy V in vaginal wellness meet the need for targeted, preventative health support. Bodyhealth’s growth indicates a rising interest in supplements that optimize physical performance and recovery.
On TikTok, hashtags like #Inflammaging and #MyAcneStory reveal concerns about skin aging, inflammation, and acne management, underscoring a focus on skin health and longevity. #EyeMakeupHacks and #WavyHairstyling show a desire for easy, technique-based beauty tips to enhance personal style, while #NaturalGlowyMakeup aligns with the trend toward radiant, minimal makeup that highlights healthy skin. Overall, these hashtags point to a results-oriented beauty approach that blends skincare knowledge with adaptable makeup and hair techniques.
In bodycare from February 2024 to January 2025, products are increasingly ingredient-conscious and results-driven, balancing luxury with effectiveness. Vanilla body scrub represents a move toward indulgent, sensory care that pampers while nourishing the skin. Beef tallow soap is favored for its rich moisturizing benefits, and glutathione cream meets the demand for brightening solutions. Retinol body wash exemplifies multi-functional bodycare for full-body skin renewal. Brands like CLN Wash and Salt & Stone are rising in popularity, appealing to those with sensitive skin who prefer gentle, health-focused products.
Search interest in Head & Shoulders suggests consumers are looking beyond scalp care to overall skin health solutions. Brands like Fresh and Dionis highlight a shift toward plant-based ingredients that offer both luxury and nourishment, catering to those who want efficacy and indulgence. This reflects a broader trend toward functional, ingredient-aware bodycare that supports holistic wellness.
On TikTok this week, hashtags such as #PerfumePairing and #IDoMyOwnNails show a growing interest in personalization and DIY beauty, as people customize their routines to suit their tastes. #HairBuildup and #StressHairLoss address concerns about scalp and hair health, linking beauty challenges to overall wellness. #AffordableSkincareTips indicates that consumers are looking for budget-friendly skincare solutions.In the world of beauty, consumers are increasingly drawn to effective skincare solutions that offer value, reflecting a broader trend toward self-care, customization, and conscious consumerism.
Fragrance (January 2024 to December 2024)
People are exploring fragrances more than ever, with perfume discovery sets gaining popularity for personalized scent experiences. Nuanced, food-inspired scents like matcha and raspberry are in demand, offering a balance of freshness and depth. Sweet, comforting fragrances such as vanilla body mist and watermelon perfume remain appealing, especially in easy-to-use formats like mists. Brands like Initio Parfums and Jean Paul Gaultier are favored for their bold, long-lasting scents that emphasize sensuality. The comeback of True Religion taps into nostalgia and the Y2K trend, blending fashion with fragrance.
Searches for Santa Maria Novella and Aesop are rising, showing interest in heritage brands with rich stories and artisanal craftsmanship. Overall, consumers want both sensory experimentation and familiar, pleasant scents, particularly in gourmand and fruity profiles. Prestige, storytelling, and personal identity are key factors in their choices.
Trending on TikTok
Beauty enthusiasts on TikTok are mixing aspiration with practicality. Hashtags like #RedCarpetMakeup and #SunkissedMakeup focus on polished yet achievable looks. #LipstickHaul and #LipstainReview show a strong interest in discovering and comparing lip products, where finish and longevity matter. #SkincareFor30s highlights a need for age-specific skincare advice, pointing to more targeted beauty routines. These trends balance aesthetics, informed buying, and personalized solutions.
Nails (January 2024 to December 2024)
Nail trends are leaning toward soft, refined looks with sheer, translucent, and gradient effects, such as jelly gel polish and ombré chrome nails. Japanese manicures and semi-cured gel strips are popular for their high quality, durability, and convenience, while baby French nails offer a minimalist twist on classic styles. The focus is on polished, low-maintenance designs that are both sophisticated and easy to apply.
Brands like Dazzle Dry and Madam Glam, with their fast-drying or gel-like formulas, cater to consumers seeking long wear and quick application. Meanwhile, Mooncat and Lights Lacquer appeal to those wanting expressive, trend-driven shades with an artistic edge. DND’s popularity underscores a demand for professional-grade products for at-home use. Overall, nail enthusiasts value performance, creativity, and self-expression, prioritizing both durability and unique colors.
Trending on TikTok
This week, TikTok users are embracing practical beauty solutions for everyday needs. #FlightSkincare addresses travel-friendly routines, while #AcneScarsTreatment focuses on targeted skin repair. #ColourCorrectingMakeup and #MakeupTouchups highlight a desire for flawless complexions with quick, customizable coverage. #IDPhotoMakeup meets the need for strategic, camera-ready techniques that enhance natural features in high-definition settings. Clearly, there’s a strong interest in functional, results-driven beauty.Results-driven beauty that adapts to different environments and needs.
Makeup (2024)
In makeup, consumers are focusing on convenience and efficiency. Cushion foundations are popular for their buildable coverage and easy, on-the-go application. Brands like BBIA and Mob Beauty are gaining attention for their versatile, user-friendly products that suit a variety of skin tones and preferences. Long-lasting, low-maintenance options are also on the rise, such as peel-off lip stains (like Wonderskin’s cult favorite) and cluster lashes, showing a demand for makeup that needs little upkeep.
SPF blush is growing in popularity, reflecting a desire for multi-purpose products that merge skincare with makeup, offering both sun protection and a natural glow. Similarly, “boyfriend blush” points to a preference for effortless, fresh-faced looks with a soft, natural finish. Tower 28 Beauty’s focus on sensitive skin highlights a broader trend toward gentle, inclusive formulas that support skin health. Overall, these trends show a move toward innovative, inclusive, and skin-conscious products that meet diverse consumer needs.
Trending on TikTok
TikTok users are embracing creative self-expression, with hashtags like #PinkFrenchTips and #HeartNailArt showing a growing interest in personalized and playful nail designs. #MakeupMom reflects a shift toward inclusive beauty, as older consumers look for products and techniques suited to their needs. #TipsForHairGrowth signals a focus on wellness and self-care, with users prioritizing hair health. Meanwhile, #DeepWaves highlights textured, voluminous hairstyles, indicating a preference for looks that add dimension and personality.
Skincare (2024)
In skincare, search trends show consumers want effective yet gentle products that target specific concerns like aging and sensitivity. Ingredients such as ginseng, retinaldehyde, and mandelic acid are in demand for their plant-based, science-backed benefits. Multi-functional products like honey lip oil and castor face oil appeal to those seeking nourishing, barrier-supporting ingredients that provide hydration and other skin benefits. These trends emphasize a holistic approach that blends traditional remedies with modern innovation.
Leading brands reflect a shift toward dermatologist-recommended efficacy, advanced technology, and heritage-inspired solutions. Beauty of Joseon and Aestura underscore the lasting appeal of Korean skincare, with Aestura focusing on dermatologist-backed care for sensitive skin and Beauty of Joseon combining traditional ingredients with modern formulas. Garden of Wisdom emphasizes simplicity and transparency, while Omnilux and Dermaquest meet growing interest in clinical technologies like light therapy and professional treatments. These brands show a preference for skincare that balances tradition and science.
Trending on TikTok
On TikTok, top beauty hashtags like #DarkSkinMakeupDaily and #WavyHairDontCare highlight a move toward personalized and inclusive beauty that celebrates individuality. Seasonal self-care remains important, with #DryWinterSkin addressing environmental challenges like cold weather. #FrenchTipNailArt emphasizes polished, minimalist aesthetics, while #GymMakeupRoutine meets the need for practical, performance-friendly beauty solutions. These trends show how consumers are blending personalization, functionality, and self-care into their routines.
Haircare (2024)
Popular hair trends this week include collagen.Hair masks and treatments for low-porosity hair are gaining attention, reflecting a growing consumer interest in personalized and restorative haircare. At the same time, plant-based products with a focus on ingredients that support healthy hair growth and address issues like thinning or frizz continue to attract interest. The popularity of volumizing conditioners shows that consumers, especially those with fine or limp hair, are prioritizing fullness and body. Overall, these trends point to a holistic approach to haircare that emphasizes nourishment, scalp health, and customizable solutions.
Searches for brands like Madison Reed indicate a shift toward at-home hair color that offers quality and salon-like results. Andalou Naturals highlights consumer preference for plant-based, gentle, and nourishing beauty products. Increased interest in Ryo Haircare suggests rising demand for heritage brands that target specific concerns such as hair loss, particularly in the Asian market. The popularity of Kinky-Curly and Design Essentials underscores a strong focus on inclusive, specialized products for textured hair, as consumers look for tailored solutions to enhance natural curls and maintain healthy hair.
Trending on TikTok
This week on beauty TikTok, #OvernightWaves shows a preference for low-maintenance routines that deliver lasting results with little effort. In contrast, #WeddingDayMakeup reflects a need for makeup tailored to special occasions, where long-lasting and flawless looks are essential. #HeartNailsDesign points toward personalized, creative nail art that lets users express their individuality, while #MakeupDosAndDonts indicates a demand for educational content to help improve skills and avoid mistakes. For eye makeup, #EyeshadowLooks reveals that consumers are seeking inspiration to try new styles.
Wellness (December 2023 to November 2024)
Top-growing wellness trends in search data show consumers are focusing on proactive health management and holistic well-being. Supplements like cortisol and NAD+ reflect a desire to address stress, energy, and cellular health at a foundational level, signaling a move toward internal optimization. Interest in moringa and sea moss supplements highlights a preference for plant-based, nutrient-rich options that align with traditional remedies offering broad health benefits. Tower Pilates demonstrates the appeal of low-impact, strength-building workouts that support longevity and functional movement, emphasizing a balanced approach to physical and mental wellness.
Brand-wise, there’s a surge in demand for precise and holistic health solutions. Brands like Puori and Hiya Health cater to the desire for clean, high-quality products that emphasize transparency and targeted nutrition. Bodybio and Bodyhealth reflect interest in personalized wellness approaches focused on optimizing cellular and physical performance. Meanwhile, the growth of Alflorex points to increasing consumer awareness of gut health, highlighting a broader trend toward science-backed products that address core health issues.
Trending on TikTok
On TikTok, popular beauty hashtags reveal growing interest in personalized beauty solutions. Hashtags like #WavyHairTutorial and #HairGrowthTrick show users are looking for DIY, affordable ways to improve their hair’s health and appearance. The focus on skincare routines, seen in #HydrogelMask, #NighttimeRoutine, and #GlowySkinRoutine, underscores a move toward self-care rituals that prioritize hydration, radiance, and long-term wellness. Overall, these trends indicate a rising desire for accessible, at-home beauty practices that deliver both immediate and lasting results.
Bodycare (December 2023 to November 2024)
In the bodycare category, rising search trends…Consumers are increasingly drawn to targeted solutions that offer functional benefits in their daily routines. Products such as magnesium cream and urea foot cream meet the demand for therapeutic care, addressing specific issues like muscle relaxation, dry skin, and improved sleep. Meanwhile, glutathione cream and retinol body wash reflect a growing interest in applying skincare ingredients traditionally used on the face to the body, extending the “skinification” trend. The rise of tallow soap also points to a renewed appreciation for animal-based, traditional formulations.
Brand search data reveals that shoppers prefer products that combine functionality, heritage, and focused care. Gehwol specializes in problem-solving solutions for foot care, while Head & Shoulders attracts interest for its effective body products. Compagnie de Provence appeals with plant-based formulas and traditional French recipes, offering artisanal quality in vegan options. Luna Daily meets the demand for microbiome-balancing bodycare with gentle, versatile products suitable for all skin types, including intimate areas. Lottabody’s growth highlights a desire for affordable, inclusive products tailored to diverse bodycare needs.
Trending on TikTok
Top beauty hashtags on TikTok show that users are interested in education, exploration, and achieving polished results. #SkincareRoutineForBeginners emphasizes the need for simple, step-by-step guidance to build consistent routines. #KbeautyAddict reflects enthusiasm for global trends, especially Korean innovations. Hashtags like #SmokeyEyeMakeupLook and #BlottingPowder focus on mastering techniques and products for flawless, camera-ready finishes. #PumpkinEnzymeMask signals curiosity about ingredient-driven skincare that provides gentle exfoliation.
Fragrance (December 2023 to November 2024)
Fragrance trends highlight a desire for unique, sensory-rich experiences. Scents like cardamom and matcha show interest in sophisticated, nuanced, and edible fragrances that offer complexity and subtlety. Watermelon perfume and vanilla body mist cater to more approachable options. The popularity of perfume discovery sets underscores a demand for exploration and personalization, as consumers build fragrance wardrobes that reflect their identities and lifestyles.
Among fragrance brands, the fastest-rising names focus on heritage, craftsmanship, and distinctiveness. Santa Maria Novella and Orto Parisi appeal with their artisanal quality and storied legacies, attracting those who value authenticity and sophistication. In contrast, Initio Parfums and Jean Paul Gaultier offer bold, statement scents that convey luxury and individuality. True Religion’s presence indicates interest in accessible fragrances, balancing exclusivity with mainstream appeal.
Trending on TikTok
On TikTok, beauty hashtags reveal a passion for experimentation, self-expression, and education. #BrownRedHair showcases bold hair colors that mix natural tones with striking aesthetics, while #ShimmeryEyes highlights luminous, glamorous makeup looks. #FacialWand reflects growing interest in beauty tools and techniques that promise effective, innovative results, aligning with a broader focus on enhancing skincare and makeup outcomes.
Makeup (November 2023 to October 2024)
In makeup, consumers clearly prefer natural looks.Natural finishes, versatility, and impactful results are driving beauty trends. Cushion foundation and boyfriend blush are popular for creating a seamless, skin-like look and a subtle, natural flush that enhances without overpowering. Brown mascara offers flexibility, allowing for both understated and bold looks depending on the shade, while cluster lashes appeal to those wanting a more dramatic effect. Leading brands reflect consumer interest in innovation and self-expression. Wonderskin stands out with advanced lip stain technology for unique, long-lasting wear. Korean brand BBIA highlights the global influence of K-beauty. Lethal Cosmetics attracts bold, expressive users, Tower 28 Beauty combines performance with gentle formulas, and Mob Beauty meets the demand for sustainable, refillable packaging.
Trending on TikTok
Top beauty hashtags on TikTok show a focus on achieving aspirational looks with practical solutions. #VolumeHairstyle and #VolumeHairHack reveal a desire for transformative hair trends paired with easy tips. #LipcareTips and #HowToTreatAcne emphasize skincare’s importance, focusing on self-care and addressing specific issues. Meanwhile, #HolidayGlam captures the excitement for seasonal beauty, blending creativity and celebration.
Skincare (November 2023 to October 2024)
Skincare trends highlight plant-based and heritage-inspired solutions. Beauty of Joseon and Illiyoon reflect growing interest in K-beauty, which uses traditional ingredients like rice and lanolin for gentle, effective care. Brands like A313 and Rhode Skin cater to demand for results-driven formulas, focusing on high-performance and research-backed products. Collagen masks and castor face oil show a preference for targeted, restorative treatments that hydrate and repair. The popularity of face taping indicates rising interest in non-invasive, DIY methods for smoother, youthful skin. These trends point to a preference for accessible, ingredient-focused products that deliver visible results and fit into self-care routines.
Trending on TikTok
This week, TikTok hashtags highlight consumer interest in easy, relatable beauty practices that fit daily life. #FastMakeupLook and #EasyMakeupLooks show a desire for quick, polished routines. Personalized aesthetics are also trending, with tailored lip and nail trends like #BrownLipCombos and #LipGlossNails. Social connection plays a role too, as #CouplesSkincare turns beauty into a shared, enjoyable experience.
Haircare (November 2023 to October 2024)
Haircare trends show a shift toward plant-based, targeted solutions for specific needs like growth and texture management. Ingredients such as onion and rosemary reflect a preference for traditional botanical remedies, while low-porosity hair treatments and flaxseed gel focus on customization and hydration for diverse hair types. Brands like Pattern Beauty and Design Essentials meet the demand for textured and curly hair solutions, and Madison Reed appeals to those seeking salon-quality color at home. Andalou Naturals and Seen emphasize dermatologically tested products that support scalp and skin health. Overall, consumers are increasingly seeking haircare that aligns with holistic wellness.
Trending on TikTok
This week on TikTok, tre…Beauty hashtags show that consumers are interested in both everyday routines and glamorous looks. Tags like #GlamCurls and #GlitterEyeLook indicate a preference for polished yet achievable styles that add a touch of sophistication to daily beauty. #HaircareRoutines underscores the value placed on consistent care and learning, while #CurlyHairBlowout highlights styling techniques for textured hair. The popularity of #BlackFridayMakeup reveals excitement for seasonal deals and trying new products, demonstrating TikTok’s role as a go-to platform for discovering and engaging with beauty trends.
Wellness (November 2023 to October 2024)
Consumers are moving toward holistic approaches that support energy, immunity, and overall vitality. This shift favors nutrient-rich, multi-benefit ingredients from plant-based sources, such as moringa and sea moss. People are increasingly proactive about long-term health, turning to restorative or preventive products like NAD+ and colostrum supplements, as well as personalized wellness rituals and ancient remedies. Ingredients like magnesium oil and sea moss reflect a desire for products that are both scientifically supported and rooted in tradition. Brands like Transparent Labs and AG1 meet the demand for science-backed, all-in-one products that simplify health routines while offering performance and recovery benefits. Armra Colostrum taps into renewed interest in immunity and gut health with functional, restorative ingredients. Parents are drawn to Hiya Health for its nutrient-rich options for children, while Owyn appeals to those seeking allergen-friendly, plant-based solutions.
Trending on TikTok
The popularity of these beauty hashtags on TikTok points to a preference for approachable, practical beauty solutions that fit easily into daily life. Minimalist trends like #SimpleNailDesigns and #GlowySkinMakeup emphasize natural, effortless looks. Hashtags such as #MatureMakeupLook and #HairRescue show growing interest in age-inclusive beauty and targeted solutions for specific issues like damaged hair. Meanwhile, #PressOnNailSets reflects demand for convenient, DIY beauty products that offer personalized, professional results at home.
Bodycare (November 2023 to October 2024)
Consumers are investing more in bodycare. Growing interest in products like glycolic body lotion, turmeric soap, and glutathione cream indicates a shift toward skincare-grade ingredients for targeted benefits such as exfoliation, brightening, and antioxidant protection. The popularity of body dry brushing points to increased interest in self-care rituals that improve skin texture and circulation. Heritage brands like Head & Shoulders and Arm & Hammer appeal to those seeking functional solutions for specific concerns like odor control, while interest in Drunk Elephant and Zents reflects a move toward gentle, skin-friendly formulations with a focus on sensory experience. L’Oréal Paris’s growth highlights the appeal of accessible products that combine effectiveness and affordability.
Overall, more consumers are approaching bodycare with the same level of customization and sophistication as facial skincare. They seek products that offer both functional and rejuvenating benefits, balancing reliability and accessibility with a desire for elevated, skin-focused options that meet practical and experiential needs.
Trending on TikTok
This week’s trending beauty hashtags on TikTok reflect consumer interest in personalized routines, popular aesthetics, and ingredient-driven experimentation. #SkincareInOrder highlights the demand for education and clarity in effective skincare layering, while #AgeingSkinMakeup points to a focus on tailored beauty solutions for mature skin.Mature skin trends are being shaped by celebrity influence and a move toward bold, expressive looks, as seen with #PurpleBalayage and #HaileyBieberLipCombo. At the same time, #TurmericScrubs highlights a growing interest in plant-based, DIY, and culturally inspired beauty solutions.
Fragrance (November 2023–October 2024)
Top fragrance trends show a preference for unique, recognizable scents that feel comforting or refreshing. Notes like watermelon, vanilla, and earthy matcha point to edible inspirations, with matcha offering a subtle twist on classic sweet scents. Discovery sets reflect a desire to explore new fragrances without commitment, keeping consumers curious and engaged. Brands like Jean Paul Gaultier continue to appeal with iconic scents, while celebrity lines from Melanie Martinez and Sabrina Carpenter attract fans looking for relatable, identity-driven options. Lattafa’s rise also signals growing interest in Middle Eastern-inspired fragrances, adding a touch of luxury and cultural richness.
Trending on TikTok
This week, TikTok trends highlight a focus on durability, classic styles, and professional-quality results. Hashtags like #LonglastingLipColor and #BestConditioner emphasize lasting performance and quality. Classic looks such as #WhiteFrenchTips and #BlowoutHairstyles show a return to timeless, polished styles, reflecting a desire for elegance and versatility. Meanwhile, #FullGlamMakeupTutorial underscores ongoing interest in mastering transformative makeup techniques, pointing to enthusiasm for bold, expressive beauty.
Nails (October 2023–September 2024)
Low-maintenance nail care is popular for its at-home convenience and quick fixes. Semi-cured gel strips, bow nails, and green chrome nails cater to creative self-expression with playful designs and unique finishes that deliver salon-like results at home—bow nails, in particular, are driven by the whimsical coquette trend. Nail growth serum and concealer reflect a growing focus on nail health and natural aesthetics, showing that consumers value both beauty and function. Brands like Starrily, Dr Remedy, Mooncat, Dazzle Dry, and Daisy DND are rising in popularity, indicating a shift toward high-quality, distinctive, and health-conscious nail care. These brands offer unique finishes—such as holographic, glitter, and multi-chrome polishes—appealing to those who want personalized and expressive nail styles. Dazzle Dry’s non-toxic, quick-drying, long-lasting formulas align with the demand for gentle, convenient at-home manicures. Overall, consumers are seeking innovative products that combine aesthetic appeal with ease of use, prioritizing accessible and customizable care. The emphasis on vegan and cruelty-free options also reflects a growing commitment to sustainable beauty practices.
Trending on TikTok
This week’s top TikTok beauty hashtags show interest in hybrid products that blend makeup and skincare, as seen with #MakeupWithSkincare. Consumers also favor soft, versatile aesthetics like #BabyPinkBlush and #BobKnotlessBraids, aligning with trends that feel both effortless and refined.Practicality is key, as seen with #DryShampooTips and #HighlighterTutorial, where users look for straightforward guidance and effective beauty shortcuts. This trend points to a wider preference for DIY-style, educational content that enhances daily routines with minimal effort while helping achieve desired looks.
Makeup (October 2023 to September 2024)
This week’s top-growing makeup trends show a demand for long-lasting products that simplify routines and deliver enduring results. The popularity of water-based and silicone-based foundations indicates consumers want options suited to their skin type—whether it’s hydration and breathability from water-based formulas or smoothness and durability from silicone-based ones. Peel-off lip tints and tubing mascaras highlight interest in transfer-resistant, long-wearing makeup that holds up through daily activities. Fixing sprays further emphasize the desire for makeup that lasts, reinforcing a theme of durability and convenience across all trends.
Brands like Huda Beauty and Made by Mitchell attract those seeking vibrant, expressive makeup, while Dasique and McoBeauty appeal to fans of soft, natural aesthetics. Dasique also reflects the rising influence of K-beauty in the makeup industry. Meanwhile, Mob Beauty taps into growing consumer interest in sustainable options that don’t compromise on quality. Overall, popular makeup brands suggest consumers are drawn to both bold, trend-driven products and minimal, everyday essentials.
Trending on TikTok
On TikTok this week, beauty enthusiasts are exploring dramatic transformations and skincare rituals to upgrade their routines. Hashtags like #IcyEyes and #BigVolumeHair not only revive 2000s nostalgia but also signal a desire for striking, attention-grabbing styles that boost self-expression. In contrast, #FaceSteaming and #GlycolicPads focus on modern skincare and self-care practices that promote health and rejuvenation. The rise of #SkincareAdventCalendar highlights the appeal of curated, discovery-based experiences, allowing users to try new products in an enjoyable way.
Skincare (October 2023 to September 2024)
The fastest-growing skincare trends reveal a consumer focus on plant-based formulas and targeted solutions. Microneedle pimple patches, an upgrade from standard patches, provide deeper, more effective acne treatment, while face taping caters to the desire for temporary anti-aging effects by lifting and firming the skin. Castor face oil, rice face masks, and honey lip oil show a preference for nutrient-rich, plant-based remedies with hydrating and brightening benefits, inspired by traditional beauty practices. Brands like Illiyoon and Beauty of Joseon underscore the impact of K-beauty, emphasizing soothing, plant-based ingredients with traditional roots, while Byoma represents increasing interest in strengthening the skin’s barrier. YSL Beauty demonstrates that luxury skincare remains in high demand, appealing to those who value both effectiveness and brand prestige. Overall, consumers are leaning toward products that balance efficacy with gentleness, prioritizing skin health and barrier repair.
Trending on TikTok
This week’s trending TikTok hashtags show a clear interest in enhancing natural beauty with techniques and products that deliver noticeable, refined results. Hashtags such as #FullLipsTutorial and #VoluminousBlowout highlight the desire for amplified, voluminous looks, while #NaturalHairHack focuses on embracing and improving natural hair textures. #BridalMakeupInspo reflects how brands can connect with consumers during important life events. Meanwhile, #HydratingFoundation aligns with the growing demand for makeup that not only improves appearance but also supports skin health through nourishing ingredients.Haircare (October 2023 to September 2024)
Growing interest in scalp powders, pre-shampoos, and scalp oiling shows that consumers are paying more attention to scalp health and targeted treatments. Searches for hair loss creams indicate people are actively looking for solutions to thinning hair and plant-based remedies. This overall trend points to a preference for preventive and restorative care, where the scalp is seen as essential to hair wellness.
Top-growing brands like Hers and Act + Acre reflect a consumer preference for clinically backed, treatment-focused products that support hair health, especially for hair growth and scalp care. Duke Cannon and Dr Squatch represent a move toward grooming products often aimed at men, emphasizing natural ingredients and rugged branding. Gisou’s popularity highlights rising interest in hair oils and masks.
Overall, consumers are focusing on both prevention and recovery in their haircare routines, with a clear shift toward multifunctional and plant-based products.
Trending on TikTok
Hashtags like #HyaluronicAcidFillers and #GrowthOilForHair show that consumers are interested in both clinical treatments and natural solutions to enhance their appearance. #MensHairCutting reflects increased attention to male grooming and personalized styles, showing broader inclusivity in beauty content. Hashtags such as #PamelaAndersonMakeup and #HalloweenLipGloss reveal a fascination with nostalgic and creative makeup looks, highlighting the fun and expressive side of beauty. Anderson’s no-makeup look is also driving growth for the hashtag.
Supplements (August 2023 to July 2024)
The supplement category is growing due to a focus on holistic wellness, with an emphasis on immunity, gut health, and stress management. Ingredients like colostrum and active hexose correlated compound (AHCC) show rising interest in immune-boosting options, while magnesium oil and bergamot reflect a shift toward plant-based solutions for stress and mood. Sea moss is gaining popularity as a nutrient-dense supplement.
Standout brands include Armra Colostrum and Legendairy Milk, which cater to immune support and maternal health. XWerks and Bodyhealth focus on performance optimization, especially for fitness and recovery. Codeage appeals to those seeking comprehensive wellness with multi-functional supplements. Overall, consumers are looking for versatile solutions that support both physical and mental well-being.
Trending on TikTok
Consumers want practical, problem-solving beauty tips that fit easily into daily life. Hashtags like #EasyHairHacks and #MakeupForGlasses show a preference for accessible, quick styling advice. #AcneSpecialist and #UnderArmBotox reflect growing interest in targeted treatments, with the latter indicating that procedures like Botox are expanding to other parts of the body. The #FrenchBeauty hashtag also shows people looking to global beauty trends for inspiration.
Bodycare (August 2023 to July 2024)
Top bodycare trends show consumers are focused on ingredient-driven products that meet specific needs. Ingredients like turmeric and glutathione are in demand for their brightening and antioxidant properties, appealing to those dealing with hyperpigmentation. CLN Wash addresses acne-prone and sensitive skin, reflecting a growing awareness of the need for gentle, effective cleansers. Retinol hand cream highlights rising interest in anti-aging solutions for often-neglected areas like the hands.Luna Daily creates microbiome-balancing products for all skin types, including intimate areas, taking a holistic view of skin health. Meanwhile, Cocoapink’s plant-based formulas meet the demand for gentle, chemical-free products that support overall skin wellness.
Trending on TikTok
The fastest-growing beauty hashtags on TikTok show a move toward more inclusive and personalized beauty experiences. #YellowBraids celebrates unique hairstyles and cultural expression, while #ManFacial reflects growing male interest in skincare. Hashtags like #AcneProneMakeup and #GelMoisturiser point to a focus on targeted solutions and textures for specific skin needs. #ScalpFacial highlights the “skinification” of haircare, showing that consumers want holistic routines that care for both skin and hair.
Fragrance (August 2023–July 2024)
Search data reveals a strong preference for gourmand and comforting scents like vanilla, caramel, and watermelon, signaling a desire for sensory indulgence and familiarity—along with milder edible notes like matcha. Discovery sets are on the rise, showing that consumers are becoming more experimental and looking for variety and personalization. Body mists, lighter and more versatile than traditional perfumes, are also trending, as people enjoy layering scents for daily wear. Top-growing brands include By Rosie Jane, Lattafa, and Sabrina Carpenter’s Sweet Tooth, highlighting the appeal of niche and celebrity-backed fragrances. Overall, consumers are drawn to personal stories and emotional connections tied to specific brands or personalities.
Trending on TikTok
This week’s top beauty hashtags on TikTok suggest a demand for seasonal and therapeutic beauty experiences. #SkincareAdventCalendar and #FallLippie tap into the appeal of seasonal products tied to holidays or special moments. #SkincareTherapy and #ProMakeupTip show interest in expert advice and routines, while #FreckleMakeup reflects a trend toward creative self-expression through makeup.
Nails (August 2023–July 2024)
Nail concealers and growth serums are driving consumer interest, showing a focus on both healthy nails and restorative care. Meanwhile, playful and bold designs like bow nails and green chrome nails are gaining popularity as forms of personal expression. According to Spate, pastel colors (up 52.5% year-on-year) and sheer finishes (up 26.6% year-on-year) are the top-growing nail shades. These trends suggest consumers want to balance nail care with creative self-expression, blending practicality with artistry.
Trending on TikTok
#GoingOutMakeupLook and #NoMakeupMakeupRoutine show that consumers are looking for both bold, glamorous styles for social events and subtle, natural looks for everyday wear—highlighting the versatility of beauty preferences. #BlushTok remains popular, focusing on playful and exaggerated blush techniques to enhance natural features. #ItchyScalp is on the rise, pointing to increased attention to scalp health, while #StraightBackBraids reflects growing interest in protective styles that celebrate cultural identity and practical haircare.
Makeup (August 2023–July 2024)
Top makeup trends indicate that consumers are prioritizing long-lasting products and those that help create bold looks. Items like tubing mascara and brow stain cater to the demand for smudge-proof, all-day wear.Makeup trends show a move toward enhancing natural features with a healthy glow, using products like skin tints and cream blush for a fresh, radiant look. Duochrome eyeshadows and cluster lashes add dimension and standout appeal. Brands like Mob Beauty, Gressa, and Tower 28 Beauty meet the demand for plant-based, skin-friendly formulas that fit health-conscious routines. Meanwhile, Devinah Cosmetics and Lethal Cosmetics attract those who love bold, artistic expression with vibrant, highly pigmented colors.
In terms of makeup concerns, consumers are focused on achieving a clear, smooth complexion without irritating the skin. Worries about sebum and comedogenic products point to a desire to manage oil and prevent clogged pores, driving the need for gentle, breathable formulas. The dislike for cakey makeup shows that people care about how products feel and look on their skin, preferring a natural finish.
Overall, these trends highlight a preference for high-performance, visually striking products that define and enhance key features.
Skincare (August 2023 to July 2024)
Skincare trends reflect a shift toward plant-based formulas and DIY beauty routines. Ingredients like rice, honey, and turmeric are popular for their gentle, effective benefits. Hydration is key, with water-based cleansers offering clean, non-greasy solutions that maintain skin balance. Face taping is on the rise, showing interest in non-invasive methods for youthful skin and prevention.
Skincare brands are gaining popularity for their specialized, ingredient-focused products. Consumers favor science-backed formulations, such as Sebamed’s pH-balanced items and Byoma’s barrier-strengthening ingredients. Multicultural influences are also appreciated, with Illiyoon and Sabbatical Beauty drawing from Korean traditions, and Elaluz incorporating Brazilian superfoods.
Skincare concerns indicate a move toward addressing specific, often sensitive issues. People are more aware of causes like pore-clogging ingredients and conditions such as eczema or fungal acne. This drives demand for targeted, gentle treatments, even for delicate areas like eyelids. Searches for chin acne relate to factors like mask-wearing, stress, and hormones, prompting solutions for these growing concerns.
Haircare (August 2023 to July 2024)
Haircare trends focus on scalp health and hair strength, with rising interest in scalp oiling and serums. Hair loss topical solutions and rosemary shampoo are popular for combating thinning while nourishing hair. Low-porosity shampoo shows a desire for personalized care tailored to individual needs. Overall, these trends emphasize holistic routines that boost both scalp and hair resilience.
Top haircare brands reflect a shift toward formulations that prioritize scalp and hair health. Brands like Seen, Gisou, and Act + Acre are gaining popularity for their holistic approach, starting with skin and scalp care. Dr Squatch highlights the demand for plant-based products, often associated with masculine grooming.Hair Grooming
The growth of Pattern Beauty highlights a focus on inclusivity and products designed for specific hair types and curl patterns. These trends show that consumers prefer personalized, ingredient-focused haircare solutions.
Haircare Ingredients
Trending haircare ingredients show that consumers favor multi-functional components offering both therapeutic and cosmetic benefits. Ingredients like wild ginger, rosemary, and eucalyptus reflect a demand for plant-based products that support scalp health, stimulate hair growth, and improve overall hair vitality. The growing interest in jojoba points to a trend toward deeply moisturizing and nourishing formulas. The inclusion of ketoconazole, an antifungal agent, indicates that consumers are seeking more targeted treatments for issues like dandruff or fungal concerns. Overall, these trends suggest a move toward ingredient-driven haircare that combines traditional remedies with modern benefits.
Wellness and Supplements (July 2023 to June 2024)
Wellness and Supplement Trends
The rise in AHCC and rutin supplements shows a focus on niche, immune-boosting, and antioxidant-rich ingredients. Meanwhile, the demand for melatonin-free sleep aids indicates a shift toward non-hormonal alternatives for better sleep, partly due to concerns about long-term supplement use. Tower pilates reflect the trend toward low-impact yet effective exercise routines. Increased searches for magnesium oil highlight a preference for topical, targeted approaches to stress and muscle relaxation, aligning with the broader trend of holistic, multi-benefit wellness products.
Wellness and Supplement Brands
Trending wellness and supplement brands point to a shift toward specialized products with personalized benefits, appealing to increasingly informed and selective consumers. For example, growing interest in brands like Winged Wellness and Pure Encapsulations reflects a preference for targeted supplements that emphasize transparency and plant-based ingredients. The popularity of XWERKS and Bodybio highlights a demand for performance-focused and bioavailable products, catering to those seeking optimal health and athletic performance. Bioray’s rise is partly due to a trend toward detoxification, fitting with a broader desire for holistic wellness solutions.
Wellness and Supplement Ingredients
Increasing search interest in ingredients like colostrum and sea moss suggests consumers are focusing more on nutrient-dense supplements that support immune health and overall well-being. AHCC and rutin cater to targeted health concerns, such as immune support and antioxidant benefits. Meanwhile, the popularity of L-theanine indicates a desire for stress relief and cognitive support through plant-based, non-stimulant solutions.
Bodycare (July 2023 to June 2024)
Bodycare Trends
Search data for current bodycare trends shows a consumer shift toward “skinification” of bodycare products, such as turmeric soap and retinol hand cream, indicating a desire for comprehensive solutions that address specific issues like hyperpigmentation and anti-aging. Interest in tallow soap reflects a preference for hydrating and nourishing ingredients, while the popularity of peach body wash and vanilla body scrub underscores the importance of combining functionality, like cleansing and exfoliation, with enjoyable, aromatic experiences. Overall, consumers are seeking products that blend targeted skincare benefits with self-care rituals.
Bodycare Brands
Consumers are showing a growing preference for both heritage brands and product innovation in personal care. Summer’s Eve reflects demand for specialized feminine hygiene solutions, while CO Bigelow’s growth points to an appreciation for apothecary-style products.Traditions: The rise of brands like Native reflects a trend toward affordable products that focus on simplicity and effectiveness. Meanwhile, Saltair’s popularity shows growing interest in body care that blends active skincare ingredients and botanicals, offering both nourishment and a premium experience.
Body Care Ingredients: Ingredients that target specific skin concerns while providing a self-care experience are on the rise. Turmeric’s popularity highlights a focus on hyperpigmentation, while tallow meets the demand for holistic, moisturizing ingredients. Peach and Tahitian vanilla appeal to those seeking skin benefits along with indulgent, aromatic experiences. Sandalwood’s appeal points to an interest in soothing scents that support a holistic approach to body care.
Fragrance Trends (July 2023–June 2024): Fragrance trends show a strong desire for convenient and versatile scent experiences. Perfume discovery sets and subscriptions are popular, allowing consumers to explore a variety of scents without committing to full-size bottles. Oil-based perfumes and hair fragrances cater to the demand for long-lasting, multifunctional products that fit easily into daily routines, such as through fragrance layering. Travel perfumes are also in high demand, meeting the needs of on-the-go beauty consumers.
Fragrance Brands: Top-growing fragrance brands reveal a preference for both classic luxury and contemporary celebrity lines. Jean Paul Gaultier and Valentino Beauty continue to attract those seeking elegant, sophisticated scents that convey status. The indie brand By Rosie Jane’s rise reflects interest in niche fragrances with non-toxic formulas and ingredient transparency. Celebrity brands like Billie Eilish Fragrances appeal through their pop culture connection. Social media’s influence is clear with Jeremy Fragrance’s prominence, showing how influencers shape consumer preferences and drive brand discovery.
Fragrance Scents and Notes: Consumer behavior in fragrance leans toward refreshing and exotic scents. Matcha and watermelon are gaining interest for their unique, invigorating notes that evoke freshness. Gourmand scents remain popular for their rich, indulgent qualities, offering a sensory experience reminiscent of treats. Fruity notes like pineapple and lemon continue to be favored for their bright, uplifting qualities.
Nail Trends (July 2023–June 2024): Consumers are increasingly focused on innovative nail products and improving nail health. Russian manicures are trending for their precision and meticulous care, using specialized tools for detailed cleaning and shaping to achieve flawless results. Nail growth serums are also popular, reflecting a desire for stronger, healthier nails. At the same time, nostalgic styles like 2000s nails and bold looks such as blue chrome nails show a growing interest in expressive aesthetics. Overall, these trends indicate that consumers value nail care routines that combine convenience, precision, and personal expression.
Nail Brands: Top-growing nail brands show a shift toward eco-friendly and non-toxic products, highlighting consumer awareness of formulas and ingredients. Burt’s Bees uses plant-based ingredients and honey, while Dazzle Dry emphasizes…The emphasis on non-toxic formulas shows strong demand for ethical and safe beauty products. The popularity of IBD Beauty and DND points to a preference for high-quality, professional-grade options that are accessible for at-home use, fitting with the DIY beauty trend. Meanwhile, the rise of Cirque Colors reflects growing interest in vibrant and unique colors, driven by a desire for personalized and expressive beauty solutions.
Nail Colors and Prints
Top-growing nail colors and prints in search data show consumers want both bold and subtle looks, indicating a preference for versatile personal styles. Berry and copper shades suggest an interest in rich, warm tones. Translucent and fade trends signal a move toward minimalism and understated nails, appealing to those who prefer a more low-key appearance. Checkered patterns, on the other hand, offer a playful touch. Overall, these trends balance classic elegance with modern playfulness.
Makeup (July 2023 to June 2024)
Makeup Trends
Top-growing makeup trends reveal a consumer preference for long-lasting, low-maintenance beauty solutions. Tubing mascara is popular for being smudge-proof and easy to remove, while brow stains meet the demand for lasting, low-effort brow enhancements. Lash bonding reflects a shift toward fuller, more defined lashes that don’t require frequent touch-ups. Silicone-based foundations and primers, meanwhile, are in demand for smoother application and finishes.
Makeup Brands
Trending makeup brands show consumers leaning toward innovative formulas and inclusive beauty offerings. Tower 28 Beauty and Typology focus on skin-friendly products with active ingredients. Laura Geller emphasizes easy-to-use options for mature skin, meeting demand for age-inclusive beauty. Rejuva Minerals highlights interest in plant-based, mineral makeup, while Victoria Beckham Beauty caters to those seeking luxury and high-performance products.
Skincare (June 2023 to May 2024)
Skincare Trends
Top-growing skincare trends indicate a strong preference for gentle, effective solutions that prioritize balance and clarity. Facial balancing treatments appeal to those seeking harmony and symmetry in their features, while water-based and oil-based cleansers meet the need for tailored options for different skin types. This has led to increased searches for PHA toners, which help maintain skin pH and gently exfoliate to support a healthy barrier. Interest in kojic acid serum also points to a focus on targeted treatments for hyperpigmentation and achieving even skin tone.
Skincare Brands
Search data shows a shift toward innovative, science-backed beauty solutions. Alitura Naturals meets demand for active, plant-based ingredients, while SpoiledChild appeals with futuristic formulations. Byoma and Geek & Gorgeous reflect growing interest in effective, affordable products. Glow Recipe’s popularity underscores the trend toward fun, fruit-inspired items that combine results with an enjoyable skincare experience.
Skincare Benefits and Concerns
Concerns like saggy and dehydrated skin highlight demand for products and services that address loss of elasticity and moisture retention. Searches for non-toxic products reflect a broader trend toward ingredients perceived as safe, showing increased awareness of skincare that supports overall skin health and avoids potential harm.
Haircare (June 2023 to May 2024)
Haircare Trends
Rising interest in scalp oiling and hair loss topical solutions shows consumers are increasingly focused on scalp health.Hair Strength and Care
The popularity of hair strengthening and rosemary shampoos shows that people want products that do more than just clean—they also fortify and nourish hair. Interest in low porosity shampoo reflects a growing awareness of individual hair needs and a desire for personalized solutions. Overall, these trends indicate that consumers are prioritizing complete haircare routines that support hair health and resilience.
Haircare Brands
Leading haircare brands in search data show that consumers value both luxury and specialized solutions. Kérastase’s popularity points to demand for salon-quality products, while interest in Shaz and Kiks highlights an appreciation for traditional, generational haircare. Duke Cannon’s appeal to masculine grooming needs signals a move toward highly targeted products. For treated or damaged hair, searches for Color Wow and Hi Pro Pac suggest consumers are looking for intensive, treatment-focused care.
Haircare Ingredients
Ingredients like wild ginger, rosehip, and rosemary are growing in popularity, reflecting a focus on health and wellness due to their nourishing and therapeutic properties. The use of strawberry and jojoba indicates that scent and moisturizing benefits are also important, showing that consumers want products that feel good and work well. In general, these trends point to a preference for plant-based ingredients and holistic haircare that fits a health-conscious lifestyle.
Wellness and Supplements (June 2023–May 2024)
Wellness and Supplement Trends
Top trends in wellness and supplements reveal that consumers are taking a multifaceted approach to health. Interest in tower pilates and Brazilian lymphatic drainage shows a preference for fitness routines that offer both physical and holistic benefits. The popularity of detox supplements and sea moss reflects a growing focus on internal cleansing and nutrient-rich products. Increased searches for magnesium oil suggest rising awareness of mineral supplements for stress relief and muscle recovery.
Wellness and Supplement Brands
Brands should note a consumer preference for science-backed, specialized health solutions. Armra and Codeage appeal to those seeking innovative, bio-optimized supplements for benefits like gut health and detoxification. Optibac and Bioray emphasize the importance of a balanced microbiome and toxin-free living. Meanwhile, Fatty15’s popularity highlights a trend toward targeted, high-quality fatty acid supplements for cellular health and longevity.
Wellness and Supplement Ingredients
Top-growing wellness and supplement ingredients point to a broader trend in targeted nutrition. Rising interest in L-citrulline and L-theanine indicates a focus on improving physical performance and cognitive function, respectively. The popularity of black cohosh reflects demand for herbal solutions to manage hormonal and menopausal symptoms. Increased searches for active hexose correlated compound (AHCC) supplements and algae oil show a move toward immune support and plant-based omega-3 sources.
Bodycare (June 2023–May 2024)
Bodycare Trends
Bodycare trends show a shift toward holistic and innovative self-care. Increased searches for products like turmeric bodycare suggest a preference for natural ingredients with health benefits. The growing popularity of peach body wash highlights a desire for products that offer pleasant sensory experiences along with nourishment. Interest in specialized items, such as boob masks and body cleansing oils, indicates a focus on comprehensive, targeted skincare routines.Skincare routines are evolving, and the growing popularity of cold plunges shows a rising interest in wellness rituals that support both physical and mental health.
Bodycare Brands
There’s increasing consumer interest in premium, specialized bodycare brands like Caudalie and L’Occitane, pointing to a preference for luxurious experiences and prestige marketing. Brands such as Summer’s Eve and Cln Wash, which offer targeted solutions for specific needs like feminine hygiene or dermatological care, highlight a demand for products that address particular concerns. Meanwhile, the appeal of Duke Cannon reflects a trend toward gender-specific personal care options for men.
Bodycare Scents and Ingredients
Consumers are drawn to bodycare products that blend sensory enjoyment with practical benefits. Ingredients like sandalwood and turmeric show a preference for traditional, holistic remedies known for their healing properties. Popular scents such as Tahitian vanilla and peach indicate a trend toward fragrant ingredients that create a sense of bliss, while ingredients like tallow appeal for their rich, moisturizing qualities. Together, these elements emphasize the importance of both feeling and function in bodycare.
Fragrance Trends (June 2023–May 2024)
Fragrance exploration is entering a new phase focused on experimentation and personalization. Increased interest in discovery sets, pheromone perfumes, and oil-based or roll-on scents suggests that consumers want variety and the chance to sample before buying full-sized products. Discovery sets average around 1,600 monthly searches, showing a strong desire for value and scent exploration. The growth in sample-sized, roll-on, and oil-based fragrances also points to a shift toward long-lasting, portable options that offer convenience and subtle scent application. As people seek variety, they’re also open to fragrances that enhance personal appeal and attraction, with pheromone perfumes aligning with a desire for confidence-boosting products. Overall, these trends highlight a growing interest in adaptable, sensory-enhancing fragrance choices.
Fragrance Brands
Leading fragrance brands combine storytelling and innovation, spanning luxury, heritage, and lifestyle appeal. Brands like Xerjoff and Valentino Beauty focus on exclusivity and craftsmanship, attracting consumers who value prestige and rare, high-quality blends. Increased searches for Roger & Gallet suggest renewed appreciation for traditional, botanical-based scents with heritage, while Michel Germain’s growth reflects a trend toward accessible luxury and sensuality. Haircare brand Ouai has successfully merged hair care and fragrance, showing consumer demand for integrated lifestyle brands that offer products across multiple categories.
Fragrance Scents and Notes
Fragrance preferences are split between two worlds: familiar, nostalgic scents like musk and amber oils that provide comfort and warmth, and fresh, fruity, or tropical notes such as watermelon, pineapple, and coconut that evoke experiences and locations. This indicates an openness to unique, bold fragrances with a nostalgic twist. The combination of traditionally masculine notes like musk and amber with lighter, unisex options like fruits and coconut reflects a move away from rigid gender norms in fragrance selection.The Rise of Gender Fluidity in Fragrance
Nails (May 2023–April 2024)
Nail Trends
The latest nail trends show that consumers want innovative and efficient nail care solutions. Customizable and unique designs are in demand, as seen with color-changing gel and chrome French manicures that allow personal expression. Gel nail stickers and rubber base gel are also growing in popularity for their convenience and durability, offering long-lasting options. The rise of the Russian manicure highlights a preference for precision and professional techniques, reflecting a move toward meticulous, polished nail aesthetics.
Nail Brands
Popular nail brands include those focused on care, like Caudalie hand and nail cream, as well as colorful, long-lasting options. Brands such as Ethereal Lacquer and Daisy D&D cater to artistry and individuality with unique colors and finishes. Piggy Paint appeals to younger consumers looking for at-home manicure solutions, while IBD Beauty’s professional-grade products align with the trend toward DIY, salon-quality treatments.
Nail Colors and Finishes
Key themes for nail colors and finishes include sophistication, individuality, and creativity. Copper and metallic finishes are sought after for their luxurious, bold, and reflective qualities, while berry and pearl shades lean toward richer, elegant colors with a refined look. Sculpted designs show interest in 3D nail art, emphasizing unique and intricate styles.
Makeup (May 2023–April 2024)
Makeup Trends
Searches are rising for silicone primer, tubing mascara, multichrome eyeshadow, cluster lashes, and eyebrow stain, indicating a shift toward long-lasting, high-performance, and customizable makeup. These trends favor innovative formulas like tubing mascara and silicone primer for their durability and ease of use. Multichrome eyeshadow and cluster lashes reflect a desire for expressive, bold looks with unique finishes, while eyebrow stain points to a growing interest in low-maintenance, semi-permanent beauty solutions.
Makeup Concerns
Increased searches for products addressing textured skin, foundation transfer, eye bags, mature skin, and comedogenic issues show a focus on achieving a flawless, long-lasting complexion. Consumers are seeking solutions for specific skin problems, such as smoothing texture and preventing transfer. Emphasis on eye bags and mature skin highlights a demand for benefit-driven options for different life stages, while concerns about comedogenic products indicate greater awareness of avoiding pore-clogging formulas.
Makeup Brands
Top-growing makeup brands—Typology, Tower 28 Beauty, Beauty Creations, Unleashia, and Laura Geller—reflect a broader move toward diverse, inclusive, and innovative beauty solutions. These brands are known for skin-friendly ingredients (Typology and Tower 28 Beauty) and playful, expressive cosmetics (Beauty Creations and Unleashia). Laura Geller’s popularity underscores the demand for age-appropriate products for mature skin. Overall, consumers prefer brands that offer transparency, cater to various skin types and concerns, and balance skincare with makeup.
Skincare (May 2023–April 2024)
Skincare Trends
Among the fastest-growing skincare trends, consumers clearly prefer products that prioritize safety, effectiveness, and innovation. Water-based SPFSkincare trends are moving towards lightweight, hydrating products like snail cream that suit sensitive skin and offer multiple benefits. Interest in filler dissolvers and nano-infusion treatments shows a preference for minimally invasive cosmetic procedures with quick, visible results. The popularity of kojic acid serum points to a demand for targeted solutions to hyperpigmentation, reflecting a broader trend of using potent ingredients to achieve clear, even-toned skin.
In skincare ingredients, consumers are choosing scientifically supported, versatile, and natural options. Butylene glycol and propanediol are sought after as effective humectants that boost moisture without irritation. Sulfur and kojic acid are popular for treating acne and hyperpigmentation, while pomegranate oil’s rise indicates a desire for natural antioxidants with anti-aging and protective properties.
Top-growing skincare brands combine high-tech tools, traditional and innovative solutions, and luxury experiences. Currentbody’s popularity reflects growing interest in at-home beauty devices that deliver professional results. Illiyoon and Etude House highlight a strong preference for K-beauty, known for gentle and unique formulas. Byoma’s rise emphasizes barrier-boosting, science-driven skincare, and YSL Beauty shows continued demand for luxury brands with sophisticated aesthetics.
Hair color trends from May 2023 to April 2024 show consumers leaning towards subtle yet sophisticated shades that can be both natural and bold. Colors like milk tea and creamy blonde favor soft, muted tones with a luxurious finish, while cherry-red and bronde balayage offer versatility and dimension by blending vibrant hues with natural bases. These trends indicate a move towards personalized, high-quality color treatments that enhance individuality and maintain a polished look.
Hairstyle trends balance creative expression with practicality. Rave hairstyles are popular for their playful, vibrant, and experimental appeal, often inspired by cultural events or festivals. In contrast, loose and athletic styles cater to convenience and versatility for active, everyday wear. Barrel twists reflect a preference for textured hair that is stylish and structured, combining sophistication with easy maintenance.
Leading hair color brands focus on quality, natural ingredients, and innovation. Christophe Robin and Tints of Nature meet demand for luxurious, eco-friendly options with gentle formulas. Aveda’s popularity underscores a commitment to sustainability and plant-based products, while Mofajang and Redken appeal with creative, versatile color solutions that provide professional results for diverse styling needs.
Supplement trends from May 2023 to April 2024, including searches for manganese, PMDD, astaxanthin, AHCC, and silica, indicate a shift towards personalized, condition-specific health solutions. Consumers are increasingly aware and proactive in managing issues like hormonal imbalances, immune support, and skin health, favoring alternative, natural remedies. Brands should consider highlighting these or similar ingredients that target specific health concerns.Similar Health Concerns
Supplement Brands
Leading self-care brands such as Vicks, Bragg, Optibac, Mommy’s Bliss, and Qunol show a shift toward health-focused and preventive products. Vicks, known for traditional medicine, is expanding into supplements with its popular ZzzQuil Pure Zzzs Melatonin Gummies. Bragg offers natural options like apple cider vinegar supplements, while Optibac provides probiotics for women. Mommy’s Bliss focuses on family health, especially for infants and children, highlighting a demand for safe and effective products for all ages.
Supplement Ingredients
Searches for supplement ingredients are on the rise, pointing to a greater emphasis on preventive health and functional benefits. Consumers are looking for ingredients that support specific needs like heart health, brain function, hormone balance, and metabolism. Rutin, a bioflavonoid found in fruits and vegetables, is known for its antioxidant and anti-inflammatory properties and may improve blood circulation, especially when combined with the amino acid L-citrulline. L-theanine, an amino acid in tea leaves, is valued for its calming effects and ability to boost focus without causing drowsiness. These trends reflect a growing interest in natural ingredients with targeted benefits and a need for better education about supplements.
Bodycare (April 2023–March 2024)
Bodycare Trends
Interest in glycolic acid and vitamin C body lotions shows that consumers want targeted skincare solutions for issues like exfoliation and brightening. The appeal of vanilla body wash indicates a preference for comforting, familiar scents, highlighting the role of sensory experience in purchasing decisions. Tallow soap is making a comeback as people seek traditional, natural ingredients and simpler formulas. Silicone body scrubbers are also popular, showing a demand for effective bath and body tools.
Bodycare Brands
Brands like Goodwipes are gaining traction, meeting the need for convenient, on-the-go skincare for busy lifestyles. Maui Moisture, Nakery Beauty, and Native are popular for offering accessible and effective products, while Cln appeals to those who value transparency and proven results.
Bodycare Ingredients
Turmeric and tallow are in demand as consumers lean toward natural, holistic ingredients inspired by traditional remedies. Glycolic acid’s growth reflects trust in both time-tested and scientifically supported formulas for specific bodycare needs. Baking soda’s popularity points to a DIY skincare trend, where people want versatile, easy-to-use ingredients that allow for personalized routines.
Fragrance (April 2023–March 2024)
Fragrance Trends
Searches for caramel, cherry, and gourmand scents reveal a growing interest in sweet, indulgent fragrances that evoke comfort and nostalgia. Roll-on perfumes are trending for their convenience and portability, appealing to those who need fragrance on the go. Perfume subscriptions are also popular, offering a curated, hassle-free way to discover scents tailored to individual tastes.
Fragrance Brands
Niche fragrance brands are gaining popularity asThe growing interest in brands like Ke Ffern and Nemat points to consumers seeking unique, artisanal scents that offer individuality and exclusivity. Meanwhile, Lucky Brand and Dr Squatch appeal to those looking for more accessible fragrances. The rise of Michel Germain suggests a demand for timeless, classic scents that convey sophistication and refinement.
Fragrance Scents and Notes
Searches for davana, amber, and patchouli reveal a growing preference for earthy, gourmand scents, while brown sugar and orange notes indicate a liking for sweet, uplifting fragrances. Overall, consumers are drawn to warm, rich, and deep olfactory experiences.
Nails (April 2023–March 2024)
Nail Trends
Western nail designs are trending, reflecting a broader interest in the Western aesthetic this year. The popularity of rubber base gel shows that consumers value durability and long-lasting nail treatments, favoring low-maintenance yet high-quality options. Gel nail stickers meet the demand for convenient, customizable nail art, allowing for creative expression with ease. Pink chrome and chrome tip nails highlight a trend toward metallic, reflective finishes and a desire for glamorous, sophisticated looks.
Nail Brands
Increased searches for DermaNail indicate a focus on specialized nail care and maintenance, while Blossom Beauty’s rise reflects a preference for organic, natural ingredients. DND’s professional-grade gel systems cater to those wanting salon-quality results at home. Dazzle Dry attracts busy individuals with its quick-drying, chip-resistant formulas. The growth of Chanel nail polish shows consumers’ interest in luxury nail products.
Nail Colors and Finishes
Copper and chrome nail colors are popular, pointing to a preference for metallic tones and high-shine finishes that offer richness and sophistication. Shimmer colors appeal to those seeking sparkle and glamour with subtle, eye-catching effects. Transparent and iridescent nails signal a move toward minimalistic, ethereal styles, with iridescent nails in particular reflecting a taste for versatile, whimsical designs.
Makeup (April 2023–March 2024)
Makeup Trends
Electric makeup brush cleaners are on the rise, showing a desire for convenience in beauty hygiene. Silicone primers are trending for their ability to create smooth, pore-minimizing bases and flawless skin texture. Water-based foundations are gaining popularity as consumers shift toward lighter, breathable formulas that provide a natural, dewy look rather than heavy coverage. Tubing mascaras and brow stains highlight a preference for long-lasting, smudge-proof makeup that suits busy lifestyles without frequent touch-ups.
Makeup Brands
Strong demand for Christian Louboutin’s luxury lipproducts demonstrates consumers’ willingness to invest in prestige brands. Fiéra Cosmetics’ emergence underscores a preference for inclusive brands that cater to diverse skin tones and textures. Patrick Ta’s success highlights the influence of high-profile names, while RMS Beauty’s popularity reflects consumer interest in brands that prioritize transparency and non-toxic ingredients.
Makeup Benefits
Interest in thicker brows signals a move away from overly groomed looks toward embracing natural features, valuing authenticity and individuality. Searches for glowy makeup show a continued preference for radiant, luminous skin.Achieve a healthy, dewy complexion. Searches for setting products show that consumers are focused on makeup that lasts all day, prioritizing longevity and durability. Interest in poreless and non-comedogenic makeup highlights a concern for skincare benefits, with people wanting products that improve appearance while supporting skin health and preventing breakouts.
Skincare (March 2023 to February 2024)
Skincare Trends
The rise of preppy skincare indicates that packaging matters to some shoppers. Steady demand for PHA toner points to a move toward gentler exfoliation and products that care for sensitive skin. Popularity of snail mucin cream, kojic acid soap, and rice face masks reflects growing curiosity about Asian beauty rituals, which often feature traditional ingredients known for brightening and rejuvenating the skin.
Skincare Brands
Beauty of Joseon, Goodal, and Sulwhasoo’s popularity shows increasing interest in K-beauty, reinforcing the appeal of Asian ingredients and philosophies. Medik8’s growth supports demand for science-backed skincare that delivers results. Attention for Ecooking signals a shift toward eco-friendly and sustainable options, with consumers favoring natural ingredients and ethical practices. Together, these brands represent diverse interests—from traditional Asian beauty to scientific formulas and eco-conscious choices—reflecting a multifaceted approach to skincare.
Skincare Ingredients
Growing demand for marine collagen shows a preference for marine-based ingredients and exploration of new skincare sources. Increased interest in kojic acid suggests brightening and pigmentation solutions are on the rise, focusing on even skin tone and hyperpigmentation. Sesame oil and castor oil are part of a trend toward natural, nourishing oils, emphasizing holistic, ingredient-aware routines. The comeback of sulfur in skincare searches marks a return to traditional remedies for acne and skin issues, showing a desire for gentle yet effective solutions rooted in history.
Hair Colour (February 2023 to January 2024)
Hair Colour Trends
Rising interest in high-lift colour suggests consumers want products that protect hair health. Popularity of applicator bottles points to a need for convenient, precise application methods suited to at-home haircare. Hair glaze and gloss trends show a focus on boosting shine and maintaining colour vibrancy, reflecting a desire for polished, healthy-looking hair. Interest in colour care shampoo highlights a commitment to preserving colour and extending salon results.
Hair Colour Brands
Kérastase’s continued growth indicates consumers are willing to invest in high-quality at-home haircare. Surya Brasil’s rise hints at growing interest in natural and organic hair colour options. Color&Co’s popularity shows a demand for personalised hair colour solutions that meet individual needs at home. Just For Men focuses on men’s grooming, with increased searches highlighting opportunities for products tailored to male self-care.
Hair Colours
Cherry cola and apricot hair colours are trending, showing a surge in bold, unconventional red shades. Meanwhile, tweed and hazelnut tones indicateA preference for natural and earthy color palettes is emerging, with beige blonde’s popularity signaling a move toward softer, muted blonde shades. This reflects a desire for versatile, low-maintenance hair colors that suit a variety of skin tones.
Supplements and Ingestibles (March 2023–February 2024)
Trends
Top-growing trends like lion’s mane, NMN, and lycopene show strong consumer interest in products that boost energy and offer anti-aging benefits. Magnesium oil’s rise highlights a focus on muscle health and relaxation, while increased searches for GLA supplements point to demand for targeted support through ingestibles.
Brands
Growing interest in NativePath reinforces the appeal of their Collagen Peptide product. Searches for Happy Mammoth and Winged Wellness reflect a need for female-specific supplements, presenting an opportunity for brands catering to women. Moon Juice’s high search volume underscores the success of their Magnesium product, and rising interest in Cocoavia indicates curiosity about the brand’s health focus and products, including customer reviews.
Ingredients
Increased searches for ingredients like castor oil and shilajit point to broader interest in detoxification. Cayenne pepper and lion’s mane searches reveal a desire for products that support energy and reduce inflammation. Magnesium’s growth reflects consumer demand for supplements aiding recovery, relaxation, and sleep.
Bodycare (March 2023–February 2024)
Trends
Rising interest in anti-chafe products shows a focus on comfort and practicality in daily routines. Silicone body scrubbers represent a shift toward durable, reusable alternatives to loofahs. Turmeric soap’s popularity highlights a fascination with effective natural ingredients. The “everything shower” trend and vanilla body washes indicate a desire for convenience and indulgence, with multipurpose products that simplify self-care while offering sensory experiences.
Brands
More searches for Naturium reflect a growing emphasis on bodycare with trending ingredients and innovative formulas. Increased interest in Eos and Touchland highlights the importance of accessibility for brand awareness. Duke Cannon’s surge shows potential in body-focused products for male grooming. CLN’s presence among top-growing brands suggests rising interest in dermatologist-recommended, science-backed solutions for skin concerns like eczema.
Ingredients
Growing interest in beef tallow and turmeric points to a preference for natural, straightforward bodycare choices. Vanilla oil’s popularity aligns with indulgent self-care rituals that address both physical and emotional comfort. Ingredients like hyaluronic acid and glycolic acid signal a focus on science-backed formulations and skincare technologies, with demand for products that deliver visible results for specific skin issues.
Fragrance (February 2023–January 2024)
Trends
Rising interest in pistachio, vanilla, caramel, and peach fragrances indicates a growing preference forThe growing demand for gourmand scents is clear, with searches for vanilla and caramel fragrances on the rise. These familiar, nostalgic aromas appeal to consumers seeking comfort and warmth. At the same time, discovery sets are gaining popularity, reflecting a desire to explore and find a signature scent. Overall, fragrance trends are shifting toward sensory experiences that evoke sweetness, warmth, and personal expression.
Fragrance brands like Nemat and Kyse Perfumes are becoming more popular, signaling increased interest in niche and artisanal options. Dr Squatch’s cologne is also attracting attention, showing that brands known for other scented products can successfully expand into fragrances. By Rosie Jane and Dedcool are seeing search surges, indicating consumer interest in non-toxic products that emphasize natural ingredients and transparency.
In terms of scents, vanilla, amber, musk, brown sugar, and caramel are highly sought after. These warm, indulgent notes create a sense of comfort and evoke cozy, sweet experiences. The appeal of gourmand fragrances lies in their ability to offer rich, multisensory connections to comforting memories and treats.
From February 2023 to January 2024, nail trends have shown a move toward experimentation. Interest in rubber base gel and semi-cured nail strips points to curiosity about innovative products. Chrome and metallic finishes are also popular, reflecting a preference for bold, eye-catching designs. These trends highlight a demand for nail products that combine style with practicality.
Brands like Kiss are seeing growth, driven by interest in press-on nails. Meanwhile, indie brands such as Ethereal Lacquer, Pear Nova, and Nine Zero Lacquer are on the rise, appealing to those seeking unique, personalized nail experiences. Mischo Beauty’s growing searches suggest consumers are drawn to clean, luxury nail products.
In nail colors and finishes, deeper tones like berry and chocolate brown are trending this season. Chrome, metallic, and frosted finishes are also popular, indicating a desire for bold looks and self-expression. These trends point toward classic yet striking colors and finishes suitable for both everyday wear and special occasions.
In makeup from February 2023 to January 2024, trends show a preference for long-lasting, easy-to-apply products like peel-off lip stain and silicone primer. Wet-set lashes and Douyin makeup reflect a desire for the wet-effect look, while preppy makeup is gaining interest for its aesthetic and packaging.
Brand-wise, Fiéra Cosmetics appeals to mature women, and Patrick Ta’s popularity highlights the influence of celebrity makeup artists. Summer Fridays caters to the demand for makeup with skincare benefits, and Jung Saem Mool’s rise shows the expanding reach of K-Beauty beyond skincare. Unicorn Snot’s growth indicates a playful, experimental approach to makeup, allowing for creative and unconventional self-expression.
Makeup benefits such as weightless formulas, non-toxic ingredients, and dewy finishes are increasingly important. Consumers prefer products that enhance natural beauty without feeling heavy or harmful. The emphasis on glowy, radiant skin aligns with a broader trend toward healthy-looking complexions and skincare-infused makeup.Consumers are increasingly seeking makeup that provides long-lasting hydration and a radiant glow. With greater awareness of sun protection, there’s a rising demand for makeup products that allow easy reapplication of SPF, as people look for convenient, multi-functional items to streamline their skincare routines.
Skincare (February 2023 to January 2024)
Skincare Trends
Emerging trends like preppy skincare and skin flooding show a move toward holistic skincare practices and aesthetics. This signals that brands should focus on the overall “experience” when creating new products or packaging. The popularity of pumpkin enzyme masks points to a preference for clean, organic, or familiar ingredients. Skin flooding and water-based cleansers combine hydration with gentle cleansing, meeting the need for effective yet mild products. Interest in Aviclear laser treatments highlights a growing appetite for advanced skincare technology and a willingness to invest in high-tech solutions for acne-prone skin. Overall, these trends indicate that consumers value efficacy, natural ingredients, and innovative technology in their skincare.
Skincare Brands
Top-searched skincare brands emphasize innovation, inclusivity, and effectiveness. Brands such as Kosé and Futurewise attract consumers with their advanced formulas and cutting-edge technology, appealing to those seeking high-performance solutions. Meanwhile, Woolzies and Dermaclara focus on natural, clean ingredients, resonating with shoppers who prioritize sustainability and transparency. The surge in searches for Daxxify suggests that consumers are researching thoroughly before consulting skincare professionals.
Skincare Ingredients
Trending ingredients in search data reveal a balance between natural and science-backed solutions. Madecassoside, birch, and kojic acid reflect a preference for botanical and traditional components, while exosomes and polypeptides indicate interest in advanced, innovative options. The rise in searches for kojic acid underscores a focus on brightening and evening skin tone, as well as a demand for products with proven results. Consumers currently highly value natural, innovative, and effective skincare solutions.
Haircare (February 2023 to January 2024)
Haircare Trends
Growing interest in split end trimmers shows a consumer focus on hair health and maintenance, emphasizing prevention over reactive treatments. Products like Chebe hair butter highlight a preference for natural ingredients and traditional remedies, aligning with the clean beauty movement. Scalp derma rollers represent a shift toward holistic haircare, where scalp health is seen as key to strong, vibrant hair. This interest in hair health tools presents opportunities for both haircare and hair tool brands. Amino acid hair treatments and pre-wash routines indicate increased demand for specialized, targeted solutions and personalized, effective haircare regimens.
Haircare Brands
Rising searches for Hers reflect consumer desire for effective hair growth solutions. Interest in K-beauty brand Dashu points to growing demand for men’s haircare and Korean hair brands, as well as K-beauty skincare. SGX NYC’s popularity stems from a need for accessible dry shampoo powders, while Amika and Native’s search success is driven by queries about shampoo products.
Haircare Ingredients
Searches for tamanu oil, pectin, and seaweed are surging, showing a demand for natural ingredients that offer holistic and sustainable beauty solutions. Increased interest in magnesium and melatonin for haircare, particularly for hair loss, aligns with broader wellness trends. Lastly, consumer focus on seaweed indicates a shift toward marine-based ingredients in beauty.Haircare ingredients derived from rice are valued for their nourishing and strengthening qualities, appealing to those looking for revitalizing and eco-friendly haircare options.
Wellness and Supplement Trends
Interest in anti-aging and cellular health continues to grow, driven by rising popularity of NMN and NAD supplements as people take a more proactive approach to well-being. Lion’s mane supplements remain a favorite for mental clarity and brain function, with increasing awareness of cognitive health. Magnesium bisglycinate is gaining attention for its role in sleep and stress management, fitting a holistic view of wellness. Searches for lycopene supplements are also up, pointing to greater concern for heart health and a proactive stance against chronic diseases.
Wellness and Supplement Brands
Searches for Happy Mammoth and Primaforce highlight consumer interest in holistic wellness that covers both physical and mental health. Symprove’s popularity underscores a focus on gut health and its connection to overall well-being. LMNT’s rise in searches shows growing awareness of electrolyte balance and hydration within fitness and wellness circles. Arrae’s presence among top-growing brands suggests a trend toward natural remedies for stress and hormonal balance, another example of a holistic health approach.
Wellness and Supplement Ingredients
Serine is drawing more interest for its potential benefits in cognitive health and stress relief, reflecting a desire for mental well-being. Shilajit’s growing appeal ties into a trend toward natural, traditional remedies for boosting vitality and energy. NMN’s prominence signals a shift toward anti-aging and longevity solutions, while searches for lion’s mane and cayenne pepper indicate collective interest in natural ingredients for cognitive function and metabolic support—all part of a broader preference for holistic well-being.
Bodycare Trends
More consumers are focusing on holistic well-being, with rising interest in magnesium flakes for relaxation and stress relief through mineral-rich baths. Silicone body scrubbers are popular as bodycare tools, and hyaluronic acid body lotion is in demand for deep hydration and long-term skin health. Vanilla body wash is favored for its scent and versatility. Increased searches for tallow soap show a preference for natural, simple ingredients, marking a return to nourishing, straightforward bodycare routines.
Bodycare Brands
Patrick Ta’s cult bodycare products point to a desire for luxury and indulgence in bodycare. The prominence of Supergoop! and Hawaiian Tropic highlights a strong focus on sun protection and skin health, showing heightened awareness of UV damage. The success of Native Essentials and Carol’s Daughter reflects a move toward natural, clean beauty with transparent ingredient choices.
Bodycare Ingredients
Top searches for hyaluronic acid emphasize the importance of hydration for the body. Beef tallow and sesame oil are making a comeback, reflecting interest in traditional, natural ingredients and simple, proven formulations. Triamcinolone acetonide’s presence indicates attention to specific skin issues and effective treatments, while glycolic acid’s popularity suggests a focus on exfoliation and skin renewal.People are increasingly turning to chemical exfoliation and resurfacing to improve skin texture and tone beyond just the face, embracing advanced techniques for better results.
In fragrance trends, pistachio perfume is gaining attention as consumers seek unique and unconventional scents, moving away from traditional choices. Summer fragrances reflect seasonal preferences, allowing people to match scents to the time of year, which presents an opportunity for brands to highlight how these aromas influence mood. Pheromone perfumes cater to those interested in products that claim to boost attraction, focusing on the role of scent in personal connections. Meanwhile, caramel and peach perfumes are trending, showing a rise in demand for sweet, fruity gourmand fragrances.
Among fragrance brands, Dr. Squatch is seeing more searches, indicating growing interest in colognes from a trusted male grooming source. Kyse Perfumes, known for its niche and artisanal offerings, appeals to consumers looking for unique, personalized scents. Ex Nihilo’s popularity points to a trend toward luxury and exclusive fragrances, with shoppers willing to pay for premium experiences. Brands like By Rosie Jane and Nemat are gaining ground in the clean and sustainable beauty market, emphasizing values like ethics and environmental consciousness.
Fragrance notes such as vanilla remain popular for their classic, comforting, and nostalgic appeal, evoking warmth and familiarity. Musk scents are sought after for their sensual and alluring qualities, highlighting a focus on personal attraction. Amber notes are appreciated for their rich, exotic profiles that convey opulence and sophistication. Caramel and brown sugar scents are on the rise, reflecting a fascination with sweet, indulgent gourmand fragrances.
In nail trends, rubber base gel is becoming more popular as consumers look for durable, flexible enhancements that offer long-lasting manicures. Lip gloss nails, with their glossy finishes and neutral tones, represent a move toward subtle yet polished aesthetics. Semi-cured gel strips cater to the demand for convenient, time-saving applications, aligning with hassle-free beauty routines. Chrome tip nails with their metallic, futuristic designs continue to attract interest, as do Russian manicures that emphasize precise, intricate nail care.
Nail brands like Kiss Impress are favored for their easy-to-apply solutions that provide quick manicures. Ethereal Lacquer’s success shows a preference for creative and unique nail polish options. Ella+Mila’s popularity underscores a demand for vegan and cruelty-free, ethical nail care, while Sundays’ nail polishes support the trend toward clean, non-toxic formulas, indicating that consumers are prioritizing healthier choices. DND gel remains in demand, as people invest in salon-quality products for long-lasting, professional results.
In nail colors, chrome shades are trending for their futuristic, reflective finishes, supporting bold, attention-grabbing manicures. Copper and bronze hues offer a contrast with warmer tones, and berry shades are popular for their rich, versatile appeal.Elegant and timeless hues are in vogue for nails. Metallic shades cater to a love for high-shine, modern finishes, reflecting a taste for edgy and fashion-forward manicures.
In makeup, the rise of wet-set lashes and dark feminine looks points to a collective embrace of bold, expressive beauty, with a focus on striking eye makeup. Douyin makeup’s popularity shows how global social media shapes beauty trends, highlighting digital communities’ influence. Meanwhile, latte makeup and color-changing lip gloss signal a move toward natural, versatile styles, emphasizing simplicity and adaptability.
Brand-wise, increased searches for Fiera Cosmetics, driven by their anti-aging concealer, reveal a consumer interest in makeup with skincare benefits. BK Beauty’s popular brushes underscore the importance of quality tools. Summer Fridays’ diverse product searches, like skin tint and lip balm, indicate a preference for brands offering comprehensive, skincare-infused makeup. Dibs Beauty’s makeup sticks and brand growth reflect a demand for convenient, portable beauty solutions suited for on-the-go lifestyles.
When it comes to makeup benefits, glowing, sun-kissed, and dewy skin finishes are highly sought after, aligning with a trend toward radiant, natural-looking complexions. The emphasis on weightlessness in lip stains and foundations suggests a shift to lightweight, comfortable formulas. Overall, these trends show consumers prioritizing freshness, comfort, and skincare integration in their beauty routines.
In skincare, searches for Aviclear laser indicate interest in intensive, long-lasting treatments. Milky toners and skin flooding highlight a focus on deep hydration, while star pimple patches remain popular for targeted acne care, adding a fun, practical touch. Water-based cleansers are favored for their lightweight, refreshing feel.
Brands like Byoma are gaining traction with barrier-building products, and Skin1004 appeals with simple, effective formulations. Beauty of Joseon’s sustained popularity reflects demand for accessible Korean ingredients. Vibriance’s Super C Serum shows how a standout product can boost a brand’s profile, and Agency’s growth suggests consumers seek personalized anti-aging solutions.
Ingredients such as polypeptides are trending for advanced anti-aging and rejuvenation, appealing to those who want high-performance skincare. Heartleaf and snail mucin highlight interest in traditional Korean ingredients that deliver results. Kojic acid searches point to rising demand for brightening and hyperpigmentation solutions, focusing on even skin tone and alternative acids. Polyglutamic acid’s prominence signals a preference for intense hydration and moisture retention.
In haircare, split end trimmers are becoming increasingly popular.Consumers are showing a clear interest in hair tools that actively promote hair health. The steady rise in searches for chebe hair butter points to a preference for natural, traditional ingredients, highlighting a move toward holistic and culturally-rooted haircare solutions. Interest in hair pre-wash treatments indicates that people are willing to add steps to their routine to maximize wash day results. At the same time, demand for lightweight conditioners and bonding treatments reflects a desire for effective products that provide nourishment without heaviness or greasiness.
Haircare brands like Hers are gaining attention as consumers seek personalized and inclusive options tailored to individual needs. Aromatica’s popularity signals growing demand for sustainable beauty and greater awareness of haircare’s environmental impact. Dae Hair’s prominence suggests consumers favor botanical ingredients and simplified routines. Meanwhile, interest in SGX NYC and Necessaire underscores a preference for innovative formulas and modern, appealing packaging that delivers results.
In terms of ingredients, more people are looking for sulphate-free products, showing a shift toward gentler formulas and awareness of potential irritants. Pectin’s popularity reflects a trend toward effective plant-based ingredients, while increased searches for ciclopirox reveal demand for targeted treatments for specific scalp or hair concerns. Interest in melatonin for haircare points to a holistic approach to hair health, and the appeal of Ayurvedic oils highlights a return to traditional, natural remedies.
Wellness and supplement trends also show a proactive approach to health. Searches for NMN and DMAE supplements indicate interest in cognitive support and overall wellbeing. Mouth taping is gaining attention as a sleep hygiene practice, while Lion’s Mane supplements appeal to those seeking natural cognitive and nootropic benefits. Magnesium bisglycinate is increasingly sought after for recovery support.
Wellness brands like Happy Mammoth and JSHealth are resonating with consumers through holistic supplementation. Happy Mammoth and Winged Wellness cater to interest in hormone support, with Winged Wellness focusing on women’s health. NaturalSlim’s rise is tied to weight management supplements, and Mitoq stands out for its focus on mitochondrial health, aligning with growing interest in biohacking.
Finally, searches for ingredients like exosomes, colostrum, Himalayan salt, NMN, and cayenne pepper reveal a growing curiosity about both unconventional and natural health solutions. Interest in exosome injections and NMN capsules reflects a desire for biohacking and regenerative wellness, while colostrum is sought for immune and gut health benefits beyond traditional probiotics.In the realm of bodycare, trends show a shift toward holistic well-being and practicality. Cold plunges are gaining traction, appealing to those seeking sensory experiences that rejuvenate both body and mind. Silicone body scrubbers are being searched for as reusable, hygienic exfoliation tools, while glycolic body lotions highlight a focus on full-body skincare for exfoliation and renewal. Body cloths are also popular for their convenience.
Brands like Salt & Stone cater to the demand for natural, clean beauty with minimal, organic ingredients. Patrick Ta’s expansion into bodycare illustrates how makeup brands are diversifying. Touchland meets the need for portable solutions, and Eos attracts with fun, affordable packaging. Nuxe’s growth reflects American consumers’ interest in French skincare.
Ingredients are a key focus, with hyaluronic acid sought for its hydrating and anti-aging benefits. Unconventional choices like breast milk show a preference for natural elements, and sesame oil’s rise is driven by Neutrogena’s products. Alpha hydroxy and glycolic acids are in demand for exfoliation and smoother skin.
In fragrances, Arabian perfumes appeal with their complex, luxurious scents, while pistachio notes indicate a trend toward gourmand aromas. Pheromone perfumes align with personalized beauty, and summer fragrances highlight seasonal preferences. Perfume subscriptions offer convenience and variety, presenting gifting opportunities for brands.
Brands such as Dr Squatch show how bodycare lines can expand into fragrances. Ex Nihilo attracts those seeking exclusive scents, especially during holidays. By Rosie Jane emphasizes clean, minimalist beauty with transparency and eco-friendliness. Dedcool and Ouai meet the demand for versatile, inclusive scents, with Ouai’s success demonstrating cross-category potential.
Fragrance notes like vanilla and musk remain popular for their comforting, timeless appeal. Ginger scents are rising for their fresh, spicy character, while amber and bourbon notes reveal a growing interest in warm, rich aromas.Fragrance trends show a demand for rich, complex scents, with a clear preference for warm, alluring profiles that offer depth and character.
In nail trends, searches for silver chrome nails and chrome French designs are rising, reflecting a love for metallic, eye-catching looks. The popularity of rubber base gel and semi-cured gel strips points to a need for durable, versatile manicures that last through daily life. Lip gloss nails show how beauty trends are blending, while semi-cured gel strips highlight a growing interest in convenient, at-home options for professional results.
Nail brands like Nine Zero Lacquer and Pear Nova are trending, indicating consumers want unique, artistic polish choices that express individuality. Glamnetic’s rise suggests a fascination with easy-to-apply nails, meeting demand for convenient, stylish solutions. Ethereal Lacquer and Cadillacquer’s inclusion hints at a taste for ethereal, unique finishes that bring a touch of fantasy and otherworldly beauty.
For nail colors and finishes, chrome and metallic shades are gaining popularity, appealing to those who love bold elegance and futuristic, high-shine looks. Chocolate brown is trending as a versatile neutral with warmth and sophistication. Iridescent colors reveal a playful side, with nails that shift and sparkle in different lights.
In makeup, color-changing lip glosses are popular, showing a fascination with versatile, adaptive products that allow for customization. Searches for lip clay suggest a preference for innovative textures, pushing brands to create intriguing formulas. Manga lashes and peel-off lip stains reflect interest in playful, long-lasting makeup that combines creativity with durability.
Makeup brands like Palladio Beauty are seeing more searches, indicating interest in affordable, high-quality options. Fiera Cosmetics’ popularity points to a desire for inclusive products that cater to diverse skin tones, types, and ages. Dibs Beauty’s emergence highlights a trend toward multifunctional items, like their Status Stick, while Caliray and Made by Mitchell show a rising preference for indie or niche brands.
For makeup benefits, searches for glowy and dewy skin are up, showing a preference for radiant, luminous complexions. Interest in sunkissed looks reveals a desire for bronzed, warm makeup. The focus on moisturizing aligns with demand for skincare-infused makeup, and plumpness indicates a wish for voluminous features, especially in lips and cheeks.
Skincare trends emphasize quick fixes and problem-solving, with products like star pimple patches addressing acne concerns directly. Innovations like the Moxi laser show a pursuit of advanced treatments, while natural ingredients and unique formats, such as snail facials and modeling masks, demonstrate an interest in holistic, nature-derived experiences alongside tech advancements.
Skincare brands like Futurewise, Drunk Elephant, and Agen are surging in popularity.The popularity of brands like Agency and Vibriance shows that consumers are drawn to products that deliver visible results. These companies prioritize transparency in both their formulas and marketing, meeting the demand for effective skincare. Increased searches for Agency reflect interest in dermatologist-recommended or prescribed treatments, while Vibriance’s rise highlights a successful focus on embracing aging.
In skincare ingredients, trends such as polypeptide and biocellulose reveal a preference for advanced technology. Natural components like snail mucin and yerba mate point to growing awareness of botanical solutions. Meanwhile, interest in kojic acid indicates a rising focus on brightening and correcting hyperpigmentation.
Hair trends show a surge in lace melting spray and hair wax sticks, signaling demand for specialized products for detailed styling, wigs, and various hair textures. Searches for sea salt spray suggest a preference for easy, natural-looking hairstyles, while styling cream’s popularity reflects a need for versatile, all-purpose solutions. The interest in travel hairdryers underscores a desire for compact, high-performance tools. Overall, these trends point to a pursuit of versatility, convenience, and specialized hair styling options.
Among hair styling brands, Shark’s growth indicates a rise in professional heat tools. Interest in Amika and Not Your Mother’s aligns with a trend toward individuality and celebrating diverse hair types. Sun Bum caters to effortless, beachy styles, while Eco meets the demand for classic, affordable products. Together, these brands represent a range of consumer interests, from specialized care to lifestyle alignment.
Hair styling benefits emphasize neat, polished looks and sleek styles. The focus on non-toxic products mirrors a broader shift toward cleaner ingredients. Weightless and lightweight benefits appeal to those seeking volume without heaviness, and frizz control highlights a universal need for manageable hair in any environment. These trends reflect a consumer-driven quest for healthy, polished, and easy-to-manage styling.
Supplement trends show strong interest in cognitive health and mental clarity, with lion’s mane and saffron supplements gaining popularity. Searches for NMN and magnesium bisglycinate indicate a focus on anti-aging and longevity, while parasite cleanse products point to growing concern for digestive health and detoxification. These trends signify a proactive approach to both physical and mental wellness.
Supplement brands like Ancient Nutrition reflect a return to traditional remedies, and Cymbiotika embodies a holistic wellness approach. JSHealth and Arrae focus on personalized health, while Bioray caters to detoxification and overall wellbeing. These brands demonstrate a desire for effective, natural alternatives to support health and vitality.
Key supplement ingredients, such as NMN and tocotrienols, emphasize anti-aging and longevity, showing a commitment to long-term health. Lion’s mane supplements further highlight this focus on maintaining cognitive function and overall wellness.There is a growing interest in cognitive well-being and mental health. Fulvic acid represents a trend toward natural and holistic health solutions, while cayenne pepper shows a broader interest in including functional foods in diets, reflecting a desire to improve wellness through food choices. These trends highlight consumers’ proactive approach to health and their focus on overall well-being.
Bodycare trends show that consumers are looking for more innovative and diverse skincare options. Increased searches for glycolic body lotion and hyaluronic acid body lotion point to a rising interest in ingredient-focused body care, with an emphasis on chemical exfoliation and deep hydration. The popularity of anti-chafe products and body cloths reflects a need for comfort and practicality in daily skincare routines, as well as preventing skin irritation and maintaining cleanliness.
In bodycare brands, growth in searches for Naturium and Drunk Elephant indicates a focus on clean, science-backed products, with consumers prioritizing effectiveness and safety. Patrick Ta’s rise suggests a trend toward body makeup with beneficial ingredients, while Eos’ presence shows demand for convenient and sustainable packaging. Maison Francis Kurkdjian represents a preference for luxury and fragranced body care, highlighting consumers’ interest in enhancing their daily skincare. Many top brands originally focused on makeup or skincare but have recently expanded into body care.
Bodycare ingredients show sustained interest in hyaluronic acid, emphasizing deep hydration and moisture retention for smooth, supple skin. The popularity of sesame oil and rose oil reflects a preference for natural and organic ingredients, aligning with holistic and botanical skincare trends. Magnesium’s presence underscores a focus on soothing and muscle-relief benefits, likely driven by a desire for relaxation and stress relief. Benzoyl peroxide’s inclusion points to a need for acne-fighting solutions in body care.
Fragrance trends reveal consumers’ search for unique or exotic scent experiences, whether through spiritual scents like agarwood incense, unconventional aromas like pistachio and tomato, or rich Arabian fragrances. Interest in pheromone perfumes shows curiosity about the emotional and physiological effects of scents. Overall, consumers are seeking personal and distinctive olfactory journeys beyond traditional choices.
Fragrance brands show consumers drawn to unique, niche options like Tamburin and Dedcool, indicating a desire for individuality and distinctive scents. Dime Beauty’s popularity suggests a growing focus on clean and sustainable beauty. Ex Nihilo’s rise reflects a willingness to invest in luxury fragrances, while By Rosie Jane may indicate interest in scents with personal stories, aligning with a desire for meaningful fragrance experiences.
Fragrance scents include growing interest in pistachio for unique notes, while vanilla remains a timeless, comforting choice. Tomato scents hint at fresh, botanical notes, matching the trend for natural ingredients. Amber oil and freesia show continued fascination with luxurious profiles, indicating demand for rich and elegant fragrances.
Nail trends like silver chrome nails and lip gloss nails reveal an interest in shiny finishes this season. Searches for rubber base gel and semi-cured gel nails indicate a focus on durable and innovative nail solutions.Consumers are exploring new nail product formats, with comic book nails gaining popularity for their playful and dynamic designs. Press-on nails are making a comeback, as seen in rising searches for brands like Pear Nova and Glamnetic. Other trending brands such as Nine Zero Lacquer, Rogue Lacquer, and ILNP are popular for their bright, multi-dimensional polish colors. Overall, people are eager to experiment and create exciting nail looks at home, presenting an opportunity for all nail brands.
In terms of finishes, searches for metallic, shimmer, and iridescent nails show a preference for multidimensional polishes. Frosted nail polish is also making a nostalgic return, while red wine shades are in demand for autumn, appealing to younger consumers who enjoy looks named after food or drinks.
In skincare, searches for procedures like moxi laser and nano needling indicate a willingness to invest in professional treatments over at-home options. Modeling masks are trending due to their visual appeal. Brand-driven searches for Pharmaciopy and Agency Skincare highlight the power of branding, while ingredient trends are often linked to specific products. For example, polypeptides are searched in relation to Drunk Elephant’s Protini cream, snail mucin for Cosrx’s essence, and seaweed for Mario Badescu’s mask and night cream. Polyglutamic acid and copper peptides are gaining traction through The Inkey List and The Ordinary, respectively.
Hair care trends show that consumers are open to extra steps for healthier hair, with growing interest in pre-wash treatments, bonding therapies, and chebe hair butter. Dry shampoo powder and shampoo bars are also popular this summer. Searches for brands like Dae Hair, Doterra, and Acure are driven by the brands themselves, while Coco and Eve and Not Your Mother’s are sought for specific products like hair masks and dry shampoo. Ingredients like chebe oil and jojoba oil reflect a turn toward natural solutions for hair growth, and searches for ciclopirox and baking soda indicate concerns about scalp health and dandruff.
In supplements, rising searches for GLA and astaxanthin suggest that informed consumers are exploring their potential skin-repair benefits, creating an opportunity for brands to provide educational content. Leptin supplements point to ongoing interest in weight loss, while saffron supplements appeal to those preferring natural options. Brand-wise, JShealth is trending for hair health, Lemme is popular due to Kourtney Kardashian’s product range, and Cymbiotika’s growth underscores strong branding. Truvani is sought for its protein powder, and Golo for diet products.In the supplement space, leptin is gaining popularity as people explore new ways to aid weight loss, while L-citrulline is sought for its potential to enhance strength during exercise. Interest in saffron reflects a consumer preference for naturally derived ingredients. Rising searches for 5-HTP and Inositol point to a growing demand for supplements that support both physical and mental well-being.
For bodycare, top searches like glycolic acid body lotion, breast milk soap, and vanilla lotion show a shift toward ingredient-focused products. Cleansing oil and shimmer oil are trending, indicating a preference for oil-based formulations.
Brands like EOS and Native are on the rise, emphasizing the importance of accessible bodycare items such as lotions and body washes. Maison Francis Kurkdjian has gained attention with its Baccarat Rouge 540 body oil, showcasing how a signature scent can help a brand expand into new categories. Goodwipes’ increased searches highlight consumer interest in eco-friendly, portable cleansing options.
Popular bodycare ingredients include vanilla, sesame, and honeysuckle, signaling a focus on fragrance. Glycolic acid’s growth suggests consumers are adopting facial skincare ingredients for body use as well.
In fragrances, trends like pistachio and honey perfumes reveal a liking for sweet, natural scents. Pheromone perfumes are sought after for their perceived ability to evoke emotions and physiological responses beyond just smelling pleasant.
Brands such as Ex Nihilo and Tamburins are trending, showing consumers’ willingness to experiment beyond mainstream labels. Dedcool and Sol de Janeiro stand out with unique scents in unconventional formats like mists, creams, and even laundry detergent.
Top-growing scents include pistachio, ginger, and blueberry, reflecting a preference for fresh aromas this season, while amber remains popular for its warmth.
Nail trends feature textures and finishes like chrome powder, aura nails, and velvet nails. Searches for BIAB nails and rubber base gel indicate interest in new formulations.
Brands like Pear Nova and Glamnetic are popular for press-on nails, while Nine Zero Lacquer, ILNP, and Rogue Lacquer attract attention with bright, fun colors and unique finishes.
Consumers are increasingly focused on nail product formulations, prioritizing durability and finding the best options for their needs.
In makeup, face liquid bronzer and bronzer sticks are trending for achieving a summer glow. Clear blush searches show interest in innovative, subtle formulas, and both pot and matte concealers highlight a desire for diverse product formats.
Top face makeup brands like Sheglam, Merit, and Rare Beauty are searched for blushes and contour sticks. Dr. Hauschka appeals to those seeking products with natural or medicinal benefits beyond aesthetics. Kaja is also gaining traction.I’m interested in blush and water-based primers with a K-beauty influence.
Makeup Benefits
This summer, glowing and brightening effects are the top priorities for consumers. Searches for water- and oil-based makeup show that people are becoming more knowledgeable and seeking specific formulations for face products. The demand for hydrating makeup reflects a trend where consumers want skincare benefits in their cosmetics.
Skincare Trends
Popular searches like snail serum and snail facials indicate that consumers are willing to overlook slimy textures for hydration. Skin patches, such as face and star pimple patches, are growing in popularity for targeted skin concerns. Interest in nanoneedling suggests a preference for non-invasive treatments to achieve desired results.
Skincare Brands
Florence by Mills continues to attract interest, showing the lasting appeal of some celebrity brands. Futurewise is gaining searches likely due to its connection with the slugging trend. Searches for Michael Todd Beauty and Pharmaciopy point to interest in skincare tools and brands available on Amazon.
Skincare Ingredients
Rising searches for birch juice, cica, and snail mucin highlight a demand for natural ingredients that promote healing and hydration. Interest in polypeptides and copper peptides reflects consumer focus on skin-supporting proteins.
Ingestible Trends
Saffron and lion’s mane searches show a desire for supplemental benefits from natural sources. BC30 probiotics indicate that consumers are learning more about specific probiotic types. HMB supplements are sought for muscle growth, while inositol is popular for weight loss support.
Ingestible Brands
Top searches for Cymbiotika and Arrae reveal that strong branding influences supplement choices, with consumers focusing on the brands themselves. Truvani appeals to those seeking protein for muscle support, and Nutrafol meets the demand for hair health supplements.
Ingestible Ingredients
Searches for saffron, lion’s mane mushroom, and castor oil emphasize a growing interest in natural supplements. HMB and BC30 probiotics suggest consumers are moving beyond standard options as they learn about specific ingredient benefits.
Bodycare Trends
Body shimmer oil and glitter lotion are top trends, showing a strong interest in products that hydrate and make skin sparkle. Antibacterial, whitening, and breast milk soaps indicate a search for hygiene items that address specific skin issues.
Bodycare Brands
Versed attracts consumers looking to extend skincare ingredients to body care. Maison Francis Kurkdjian searches reflect a desire for scented body products. Native appeals to those seeking natural and accessible options, while Head & Shoulders is considered for use as a body wash.
Bodycare Ingredients
Vanilla and sesame oils are popular for fragrance and hydration, respectively. Hyaluronic acid and retinol in bodycare show a trend of incorporating skincare ingredients into larger products. Interest in breast milk may stem from a preference for natural solutions to skin concerns.
Fragrance
[No additional information provided in the original text.]Fragrance Trends
Searches show people want perfumes with a natural, animal-like allure, while interest in mini sizes reflects a need for travel-friendly scents and affordable ways to sample before buying full bottles.
Fragrance Brands
Brands like Sol de Janeiro and Dedcool are popular for their versatile scents. Meanwhile, searches for Nishane and Ex Nihilo indicate growing consumer interest in high-end niche fragrances.
Fragrance Scents and Notes
Bourbon and vanilla are trending, pointing to a love for edible, gourmand notes. Gooseberry and blueberry searches highlight rising demand for fresh, fruity aromas.
Nail Trends
Chrome nails are in high demand, with variations like green, blue, and chrome French manicures leading the way. Interest in polygel suggests consumers are eager for innovative nail products.
Nail Brands
Shoppers are seeking accessible nail care options, prioritizing non-toxic formulas and easy application in modern designs.
Nail Colors and Finishes
Bright, attention-grabbing summer nails are popular, with “chocolate nails” inspired by Hailey Bieber’s nail artist. Chrome, iridescent, and shimmery finishes cater to the desire for glossy, standout nails.
Makeup Trends
Trends like goth eyebrows, passport makeup, and chav makeup, which gained fame on TikTok, show the platform’s power in shaping global beauty looks. Two-tone lips present a new area for brands to explore, while searches for bleached eyebrows across skin tones and hair types indicate consumers want to see how trends suit diverse people.
Makeup Brands
Foundation and blush are top searches, reminding brands to focus on complexion products for summer. Growing interest in Florence by Mills and Rare Beauty underscores the appeal of celebrity brands, while Kiko Milano’s rise in U.S. searches signals opportunity in the American market.
Makeup Benefits
Consumers prefer makeup that gives a radiant, healthy glow. Increased searches for water-based products reveal a savvy interest in formula details, which brands should consider in their positioning.
Skin Trends
People are turning to quick fixes like nanoneedling, lasers, and facials for skin issues. Multi-balms are favored for their versatility and ease. Snail serum and facials are gaining traction, showing that consumers prioritize results like deep hydration over unusual textures or discomfort.
Skin Brands
Shoppers are searching for brand reviews more than specific products, emphasizing the importance of strong branding and visibility in skincare.
Skin Ingredients
Hydration and anti-aging are key concerns, with many trending ingredients driven by branded searches. This highlights the need for brands to feature these ingredients prominently in their products.
Hair Trends
Consumers are increasingly looking for haircuts that are considered…Men’s hairstyles are becoming more masculine with shorter cuts that stay close to the scalp. People are using hair gems to show off their personal style and tools like volumizing irons to add extra flair. There’s also growing interest in pre-wash hair care, showing that consumers are open to changing their usual routines.
When it comes to hair brands, wigs remain popular, with high-quality human-hair brands like Hairvivi and Recool Hair in demand. Hair loss is a key concern, leading many to search for Hims, which provides both prescription and over-the-counter treatments. There’s also rising interest in products for root coverage and gray hair, as seen with searches for Arey and Color Wow.
In terms of ingredients, oils are standing out as a popular choice. People are increasingly drawn to natural and botanical formulas, with ayurvedic hair care gaining traction in searches. Many sought-after ingredients are valued for their ability to promote hair growth and add density.
Key:
Clusters:
– Sustained riser: Trends that have grown steadily over recent years and are reliable.
– Seasonal riser: Trends that peak at certain times and tend to return stronger.
Competition Levels:
– Very low / No competition: Few or no brands are associated with the trend.
– Low competition: A small number of brands are linked to the trend.
– Medium competition: Some brands are connected to the trend.
– High competition: Several brands are tied to the trend.
– Very high competition: Many brands are associated with the trend.
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Frequently Asked Questions
Of course Here is a list of helpful and clear FAQs about the Vogue Business Beauty Trend Tracker
Beginner General Questions
1 What is the Vogue Business Beauty Trend Tracker
Its a specialized tool and report from Vogue Business that analyzes and identifies the latest and upcoming trends within the global beauty industry
2 Who is it for
Its primarily for beauty industry professionals like brand founders marketers product developers retailers and investors who need to stay ahead of the market
3 How often is it updated
The Trend Tracker is typically updated on a regular basis often quarterly or seasonally to reflect the fastpaced nature of the beauty world
4 Where can I find it
Its published on the Vogue Business website often as a featured report or within a dedicated section for professional subscribers
5 Is it free to access
Usually it is part of Vogue Businesss professional subscription content which requires a paid membership for full access
Benefits Value
6 Why should I use the Beauty Trend Tracker
It saves you time and resources by providing expertcurated data and insights helping you make informed decisions about product development marketing and strategy
7 What kind of information does it include
It covers emerging ingredients consumer behavior shifts marketing innovations new product categories and the influence of fashion and culture on beauty
8 How is this different from just following beauty influencers on social media
While influencers show whats popular now the Trend Tracker provides deeper analysis market context and predictive insights about what will be big next backed by industry expertise and data
Common Problems Practical Tips
9 The trends seem to change so fast How can I keep up
Thats the exact problem the Trend Tracker solves It filters the noise and highlights the most significant lasting trends versus fleeting fads so you can focus on what truly matters
10 My brand is small Is this relevant for me
Absolutely Understanding macrotrends can help small brands find a unique niche connect with their target audience more effectively and compete smarter not just harder
11 How can I apply these trends to my own business
Use the insights to brainstorm new products refine your brand messaging create targeted marketing campaigns and ensure