The Vogue Business Beauty Trend Tracker

The Vogue Business Beauty Tracker, produced in collaboration with Spate, tracks the top five brands, trends and ingredients that are driving the most significant positive change in year-on-year growth that have also demonstrated consistent upward growth historically. Each week, we’ll spotlight a different beauty category and the top five beauty hashtags on TikTok.

Fragrance (November 2024 to October 2025)

The surge in interest for marshmallow perfume and chocolate perfume reflects a continuous craving for gourmand, dessert‑inspired scents. The rise of rose vanilla perfume and bridal perfume suggests people are gravitating toward romantic and memory‑evoking fragrances. Growing searches for oil‑based perfume show an increased interest in long‑lasting and body‑centric scent formats, revealing a preference for fragrance that melds seamlessly with one’s natural scent and lasts longer than traditional sprays.

Matière Première takes on the farm‑to‑fragrance purity and minimalist luxury, with its raw material‑focused compositions. La Sultane de Saba Paris channels consumer interest with olfactory-inspired notes. Similarly, The Maker Perfume hints at a growing demand for identity‑driven scent choices over mass market fragrances. Meanwhile, legacy and designer‑adjacent brands like Hugo Boss and Penhaligon’s continue to draw attention for their heritage and status, even as they explore niche alternatives.

Trending on TikTok

Sensitivity-aware routines, personal customization and ingredients‑led problem-solving beauty are growing hashtags on TikTok.

The popularity of #SensitiveSkincare shows more people are seeking gentle, irritation‑free formulas. Meanwhile, #UnderratedSkincare suggests a hunger for hidden gems or under-the-radar products, meaning consumers are increasingly willing to explore beyond mainstream brands. The rise of #BlondeHighlightsOnDarkHair and #HairLoss captures demand for hair‑specific solutions and transformation content, as users look for guidance and community advice on challenging hair goals. Finally, #CoffeeSkincare points to the ongoing appeal of natural, functional ingredients, as people are drawn to the antioxidant and circulation‑boosting benefits of coffee in skin and hair routines.

Nails (November 2024 to October 2025)

Bold nails are back and it’s all about self‑expression and textured innovation with growing interest in statement cheetah print designs rooted in nostalgia and glamour, blending animal prints with modern finishes and clever color shifts. The appetite for animalistic styles continues with cat eye nails reflecting excitement around method‑driven finishes — using magnetic polish to create shimmering dimension that feels both futuristic and accessible. Water drop nails and junk nails are also making noise with sleek, sculptural texture for the former and a maximalist approach to the latter with oversized charms, clashing textures and extreme customization.

Consumers are leaning into at-home expertise and expressive finishes. Gaoy and MelodySusie highlight a growing investment in DIY tools like gel kits, lamps and drills. Nail Labo caters to a rising demand for precision and minimalist artistry, drawing from Japanese nail culture that prioritizes clean lines, quality materials and technical skill. Caudalie introduces a skincare-forward angle with its hand and nailcare rooted in antioxidant-rich formulations. Meanwhile, Ethereal Lacquer is capturing attention through its holographic, metallic and multi-chrome polishes, signaling that many nail consumers are seeking and collecting bold, light-catching finishes that double as artistic self-expression.

Trending on TikTok

The popularity of #OilToFoamCleanser reflects growing interest in innovative hybrid formats, suggesting consumers are drawn to easy and elevated routines. #OilySkinHack points to a problem-solving mindset, where users seek shareable solutions tailored to specific skin concerns, especially shine and congestion. Meanwhile, #ManiInspo and #GlitterHighlighter showcase visual beauty through inspiration and self-expression, with consumers looking for aesthetic ideas that feel fresh, playful and mood-driven. Lastly, #EdgeControlFor4cHair emphasizes the demand for texture-specific solutions and culturally resonant beauty techniques.

Makeup (November 2024 to October 2025)

Matte powder is trending, as consumers seek polished, smooth and filtered‑like skin finishes. The popularity of pink lip stain and lipstick pencil, meanwhile, highlights a tilt toward bold lip looks that are still accessible and day‑to‑day friendly. Techniques like tightline eyeliner illustrate how subtle definition is gaining traction, reflecting a preference for minimal effort with big impact. Contrastingly, the surge in black lip stains suggest that consumers are also embracing more daring, identity‑driven looks that go beyond enhancement.

Among the top‑growing makeup brands, there’s an emphasis on accessible, niche aesthetics and cultural authenticity across price points. BBIA’s K‑beauty roots and affordable, vibrant product lines show how makeup lovers are drawn to colorful products that promote self-expression. Kulfi Beauty’s South Asian-inspired, inclusive shade range underscores a demand for brands that acknowledge and celebrate underrepresented skin tones and identities. On the other end of the pricing spectrum, Hermès brings luxury craftsmanship and premium finishes to makeup, signaling that consumers also view beauty as a status and lifestyle experience. Meanwhile, Palladio Beauty and UCoolMe illustrate how ingredient-driven products and purpose‑driven formats (like lash clusters) are becoming non‑negotiable for many buyers.

Trending on TikTok

On beauty TikTok, trending hashtags reflect a consumer behavior shift toward accessibility, self‑expression and targeted problem‑solving. The surge in #EyelashLiftAndTint showcases how users are seeking out tutorial‑friendly content and at‑home techniques to achieve salon‑level transformations. Meanwhile, #BraidingExtensions and #NailsDesignIdeas point to a growing appetite for creative styling and personalization in hair and nails. At the same time, #KojicAndTurmericSoap highlights the fascination with viral, ingredient‑centric skincare that promises visible pay-off through ‘miracle’ formulas. Lastly, #PinkLipLiner reflects a subtle shift from cool-tone nudes toward warmer, reddish-pink tones that add soft color while still feeling natural — indicating consumers’ evolving preference for makeup that enhances without overpowering.

Skincare (October 2024 to September 2025)

The rise of morning shed, the ritualized removal of multiple overnight beauty tools and treatments, highlights a growing fascination with stacked, intensive skincare routines that promise overnight results. Searches for face-lifting masks reflect a desire for visible tightening, while hydrogel’s jelly-like, cooling texture satisfies a craving for sensorial, soothing formats. Meanwhile, rising interest in milky toners and turmeric face creams shows demand for gentle nourishment and targeted actives, with turmeric specifically valued for its natural, hyperpigmentation-reducing benefits.

By brand, Grace Stella and Byoma each represent a demand for approachable, feel-good skincare — whether through playful formats like eye masks or barrier-repair formulas that emphasize maintenance and simplicity. In contrast, brands like AnteAge, Bioeffect and Medik8 cater to a results-focused audience seeking science-led actives like EGF and retinal, signaling rising trust in clinical, regenerative skincare that targets aging and skin renewal at a deeper level. Consumers are embracing a dual approach to skincare, blending routine-friendly support with targeted, high-performance treatments, depending on need, mood, or life stage.

Trending on TikTok

In the TikTok sphere, trending beauty hashtags are focusing on age inclusivity, professional-level prep, and tailored care for specific identities and beauty concerns. #BeautyOver60 spotlights content that speaks directly to mature audiences, as those aged 60-plus seek routines and products that speak to their evolving needs and celebrate aging confidently. #BridalSkinPrep, often used by makeup artists, reflects interest in expert-driven techniques that enhance makeup application, as consumers value the behind-the-scenes steps that create flawless, event-ready skin. Meanwhile, #CollegeHairstylist, #RedHaircare and #CeramideSerum point to highly specialized content — from on-campus hairstyling services to color-specific hair routines and barrier-supporting ingredients — illustrating a broader trend toward community-rooted expertise and ingredient-conscious skincare.

Haircare (October 2024 to September 2025)

Haircare is of increasing importance to consumers, as beauty focuses go beyond the surface to tackle cosmetic concerns at their root. The rise of DHT blocker shampoos and scalp serums signal growing concern around hair thinning and scalp health, with consumers turning to targeted treatments that address hair loss at its source. Interest in lightweight conditioners and hair UV protection highlights desire for gentle hydration and environmental defense, which avoids build-up and leans into skincare. Hair fiber powders are also rising, especially among young males, as consumers seek quick-fix solutions to thinning and receding, issues becoming more prevalent in social dialogue.

Among haircare brands, there’s a consumer shift toward precision and wellness‑infused formulations. Cerave’s expansion into haircare underscores the demand for dermatologist‑approved, barrier‑support solutions — with ceramides and niacinamide anchoring formulas that consider scalp health as closely tied to hair health. Arey taps into a preventative and repigmentation‑focused niche by offering clinical systems to address greying hair, as more consumers seek anti‑aging hair solutions. Design Essentials and TGIN highlight a growing emphasis on texture‑specific haircare, delivering salon‑quality formulas for relaxed, natural and coily hair types. Meanwhile, Vichy brings its skin‑science heritage to hair with targeted treatments for dandruff.

Trending on TikTok

On beauty TikTok, trending hashtags reflect a consumer shift toward efficiency, targeted solutions and hacks. The rise of #OnTheGoMakeup highlights how beauty routines are being compressed and adapted for busy lifestyles. #ChopstickCurls, referring to tight, defined curls achieved with ultra-thin rectangular-shaped wands, reflects consumer interest in niche, high-impact styling tools. Hashtags like #DepuffSkin, #OilySkinSolutions and #MicellarWaterHacks point to a demand for quick‑acting, problem‑solving formulas, especially those that tackle puffiness, oil control, or simplify skincare cleansing — reflecting an audience that wants visible change with minimal fuss.

Wellness (September 2024 to August 2025)

In the evergrowing wellness space, consumers are leaning into metabolic health, enhanced performance and functional supplementation. The popularity of moringa supplements and probiotic shots reinforces interest in plant-based, gut-friendly solutions that offer antioxidant, digestive and anti-inflammatory benefits. As the links between gut health and other bodily concerns continue to emerge, consumers are turning to natural tools for internal balance and immunity support. Ketone and NAD supplements reveal that biohacking and longevity are still on consumers’ minds, as they seek ways to improve energy, cellular repair and cognitive performance through next-gen supplementation. Meanwhile, inferno Pilates lean into the high-intensity, hybrid fitness formats that combine strength with cardio — signaling a demand for wellness routines that challenge the body while delivering visible, fast-track results.

When it comes to wellness brands, Puori stands out for its ultra‑transparent, minimalist supplements that indicate a strong consumer demand for trustworthy quality and ingredient purity. Javy Coffee merges convenience and function by offering high‑protein, sugar‑free coffee concentrates, hinting that wellness is being woven into everyday routines as well as indulgent moments. Meanwhile, brands like VH Essentials focus on women’s intimate health with probiotic‑rich, lifestyle‑friendly formats, signaling a move towards specific wellness needs and gender‑tailored solutions. Lastly, Snap Supplements and Alaya Naturals emphasize science‑backed formulas, superfood blends and adaptogens, while highlighting how modern consumers are gravitating toward preventative, system‑focused wellness — gut, hormones, vitality — rather than generic multivitamins.

Trending on TikTok

On TikTok, trending beauty hashtags reflect a behavior shift toward tutorial-driven transformation, sensorial self-expression and tech-enabled personalization. The rise of #HairExtensionInstall shows a growing demand for educational, step-by-step content, as users seek to understand and replicate professional-level changes at home. #CookiePerfume reveals continued fascination with nostalgic, gourmand scents, showing that consumers use fragrance as a form of emotional indulgence and playfulness. Meanwhile, #GreenColorCorrector and #SpiculeSerum indicate a deep interest in ingredient-led problem-solving, as consumers embrace visible, results-oriented solutions for redness and skin renewal. Finally, #SkincareApp signals a move toward digitally guided skincare routines, with consumers increasingly relying on apps to track progress, personalize regimens and optimize results.

Fragrance (September 2024 to August 2025)

Fragrance notes like tonka bean, marshmallow and chocolate are doing the rounds this month, marking a shift towards gourmand scents that evoke warmth, nostalgia and emotional selfcare. The rise of skin perfume, specifically, suggests a desire for intimate, personal and subtle scent expression, via those that feel like an extension of one’s natural body rather than a bold statement. Overall, the convergence of edible sweetness and minimalist sensuality reflects a broader cultural movement towards self-soothing luxury and authenticity in beauty.

Interest in fragrance names like Penhaligon’s and Arquiste signals a craving for heritage, craftsmanship and historical storytelling, while brands like Fugazzi, Mind Games and Salt Stone appeal to a modern, conceptual take on scent as identity and lifestyle. Together, they illustrate how consumers are moving beyond simple scent preference into fragrances that express intellect, emotion and personal storytelling. The blend of artisanal tradition with contemporary creativity underscores a desire for depth and meaning in luxury purchases.

Trending on TikTok

On TikTok, hashtags like #BrideGlam and #GlitterLip highlight the appeal of high-impact, celebratory looks, whereby makeup becomes a central part of milestone events or cultural moments — favouring drama, glamour and transformation. #BoyPerm reflects a growing interest in inclusive and gender-diverse beauty trends, with more men engaging in expressive grooming routines that merge selfcare with style. Meanwhile, #ChristmasFragrance and #PistachioFragrance signal a desire for seasonal and gourmand scent profiles, outlining how consumers are embracing fragrance as a way to enhance mood, nostalgia and personal identity.

Nails (September 2024 to August 2025)

When it comes to nail trends, there’s particular interest in visually impactful designs through experimental, DIY techniques. Styles like cheetah-print nails, cat-eye nails and camo nails highlight a demand for bold, expressive nail art. The rise of glass nails points to an appetite for reflective aesthetics that blend minimalism with more ethereal finishes for a polished yet fresh feel. Meanwhile, there’s been an influx of searches for nail art tools, suggesting that consumers are embracing the at-home manicure and shifting towards self-sufficient beauty routines with the potential for salon-quality results.

Among nail brands, there’s a strong appetite for individual expression, indie artistry and at-home manicures. Brands like KBShimmer, Death Valley Nails and Ethereal Lacquer reflect a growing preference for polishes that offer unique colourways, shimmer effects and limited-edition drops — highlighting a desire for collectable and distinct nail aesthetics. The popularity of Gaoy and Vettsy, both known for DIY-friendly gel systems and nail art tools, underscores a rising interest in nail artistry at home, where consumers are eager to replicate salon-quality results with accessible kits and tools.

Trending on TikTok

TikTok’s trending beauty hashtags reflect a consumer focus on practicality, preparedness and style-conscious experimentation. #SkincareWithSPF and #FrizzyHairProduct show that users are increasingly seeking functional, protective solutions — prioritising formulas that address real-world conditions like sun exposure and humidity, with a preference for efficacy and daily utility. Hashtags like #TravelMakeupKit and #NailBeginnerTech reveal a desire for compact, beginner-friendly beauty tools that support on-the-go lifestyles and DIY techniques, especially among newer users entering beauty with simplicity in mind. Meanwhile, #BalletcoreNails highlights the continued influence of aesthetic subcultures, as consumers lean into soft, theme-driven self-expression, which blends elegance with trend-driven visuals.

Makeup (September 2024 to August 2025)

Among the fastest-growing makeup trends, there’s a clear preference for long-wear performance and perfect complexions with a soft-focus finish. The rise of purple lip stain and tightline eyeliner reflects a move towards subtle drama — techniques and shades that add definition or intensity while still feeling wearable. Meanwhile, the growing interest in matte powder, matte blush and blur foundation points to a demand for shine-control and smooth, filtered finishes, which signal a shift away from the dewy trends of the last few years.

When it comes to brands, there’s an appetite for those offering bold aesthetics, inclusive branding and skin-conscious formulations. Vive Cosmetics and BBIA speak to a desire for high-pigment colour cosmetics that tap into Latinx and K-beauty influences, respectively. UCoolMe and Blink Lash, both known for their lash offerings, underscore a demand for eye-centric beauty and semi-permanent or low-maintenance solutions that elevate with minimal effort. Meanwhile, Oxygenetix taps into a rising preference for breathable, skincare-infused makeup, especially for sensitive or post-treatment skin — showing that performance and skin health are no longer mutually exclusive.

Trending on TikTok

On beauty TikTok, trending hashtags highlight a consumer focus on specialised education, age-specific needs and event-driven beauty goals. Tags like #CurlyHairEducation and #MakeupForOlderWomen reflect a growing demand for inclusive, tailored guidance, where users are seeking beauty content that respects diverse hair textures and aging skin. The popularity of #NanoTipHairExtensions and #WeddingDayLook shows that consumers are also investing in transformative, high-stakes beauty choices, particularly around special occasions or semi-permanent enhancements. Meanwhile, #CongestedPores points to the continued interest in skincare problem-solving, with users turning to platforms like TikTok for visible results, product recs and routine hacks that address common skin concerns.

Skincare (September 2024 to August 2025)

In the skincare space, sensory experiences, targeted treatments and barrier-conscious hydration are among consumer trends. The popularity of milky toners and flavoured lip balms shows a craving for multi-sensory, aesthetically pleasing skincare products that feel indulgent while delivering softness and comfort — often rooted in nostalgic or K-beauty routines. Meanwhile, cryo masks and hydrogel masks point to an interest in cooling, calming formats that offer instant relief and visible refreshment, especially for inflammation, puffiness, or post-treatment recovery. The rise of rosacea gel underscores a demand for dermatologist-informed solutions for sensitive skin conditions, highlighting a broader shift towards soothing, functional skincare that restores and protects the skin barrier.

When it comes to skincare brands, there’s a consumer desire for clinical-grade efficacy, preventative care and products that align with specific lifestyle or skin needs. Epicutis and Medicube represent the rise of science-backed, treatment-oriented brands, appealing to consumers seeking dermatologist-aligned solutions for ageing, texture and sensitive skin concerns. Ultrasun and Pierre Fabre highlight a growing interest in European pharmacy brands and UV-focused skincare, suggesting that sun protection and preventative ageing are becoming central to daily routines. Clean Skin Club, meanwhile, known for its disposable towels and hygiene-focused products, reflects a behavioural shift towards cleanliness, skin barrier protection and minimal contamination — especially for breakout-prone consumers or skincare minimalists.

Trending on TikTok

On TikTok, trending beauty hashtags reflect an interest in bold self-expression, approachable learning and real-talk beauty concerns.Hashtags such as #RedBlushMakeup and #CardiBNails show a clear appetite for statement looks inspired by pop culture and celebrities, where colour and confidence take centre stage. #BeginnerBrows and #BodyWaveHairstyles point to a desire for accessible tutorials and entry-level techniques, as users look for easy ways to level up their routines with minimal intimidation. Then, #HairlineReceding highlights a growing comfort with addressing beauty insecurities openly, signalling a shift towards honest, problem-focused content that blends vulnerability with community-driven advice.

Haircare (October 2024 to September 2025)

Haircare consumers are increasingly focused on scalp and root health, as seen through the rise of scalp serums and pre-shampoo treatments focusing on preventative and foundational care. The popularity of DHT blocker shampoos and hair-thickening masks reflects heightened concerns around hair loss and thinning, with demand for functional solutions that promote density and strength. At the same time, ingredients like olive oil highlight a plant-based, DIY-inspired movement, where consumers seek familiar, nourishing ingredients with holistic appeal. Overall, the common thread is a consumer desire for proactive, health-driven and ingredient-conscious haircare, blending science with plant-based remedies.

Consumers are increasingly turning to science-backed and dermatologist-associated brands like Arey, Cerave, and Vichy, signalling a desire for clinically validated solutions for scalp and hair health. Arey stands out further by offering both topical products and supplements, reflecting interest in the inside-and-out approach to slowing grey hairs and supporting overall vitality. Meanwhile, the growth of TGIN highlights demand for textured hair-focused, inclusive brands that cater to diverse needs with plant-based formulations. Dove Men’s rise underscores the expanding male grooming and selfcare market, whereby men are seeking straightforward yet specialised products. Altogether, these trends show a broader shift towards personalised, health-oriented and inclusive haircare solutions that balance efficacy with accessibility.

Trending on TikTok

Trending hashtags such as #BeginnersMakeupTutorial and #DrugStoreMakeupRoutine show that TikTok users are seeking accessible, affordable and educational beauty content, especially for building confidence or skill. The growth of #HairlineTattoo points to an openness towards semi-permanent cosmetic solutions that blend beauty with long-term enhancement, particularly among men. Meanwhile, #MakeupArtistProblems offers content from professional voices, as consumers become more eager for authentic, behind-the-scenes insights into beauty artistry and expertise. Finally, #SkincareRecs underscores how social platforms drive peer-to-peer product discovery and trust, showing that recommendations remain a core part of consumer decision-making in the field.

Wellness (August 2024 to July 2025)

In the burgeoning wellness space, there is a growing emphasis on emotional balance, stress management and functional optimisation. The rise of the dopamine menu reflects a shift towards intentional mood regulation through everyday activities, as consumers seek structured ways to boost pleasure, motivation and mental resilience — often combining movement, creativity, nutrition and human connection. Supplements like ashwagandha gummies, moringa and cortisol-reduction aids point to sustained interest in adaptogenic and natural stress-relief tools, supporting the need for calm, focus and hormonal harmony in high-stress environments. Meanwhile, nitric oxide gummies speak to a performance-oriented mindset, where consumers are exploring biohacking-inspired methods to enhance energy, circulation and cognitive clarity as part of a holistic approach to well-being.

For brands, there is a clear consumer shift towards wellness players that focus on targeted functionality and holistic selfcare. Brands like VH Essentials and The Pause Life signal rising interest in women’s health solutions that address specific life stages (such as the menopause) with a clinical yet approachable positioning. Primal Blueprint and Cure Hydration point to a performance-minded consumer base seeking historical nutrition principles and clean, efficient hydration. Meanwhile, So Good So You, known for probiotic wellness shots, reflects continued demand for convenient, functional ingestibles that support immune health and gut balance.

Trending on TikTok

On beauty TikTok, trending hashtags reveal a consumer desire for long-lasting performance, culturally rooted wisdom and product validation through community discovery. Hashtags like #KoreanBeautySecret and #IndianHairSecrets demonstrate the embrace of heritage-based beauty practices, tapping into global traditions that offer time-tested solutions and unique ingredient stories. #LongwearingBlush and #BestConcealers reflect the demand for high-performance makeup that lasts throughout the day. Meanwhile, #DiffuserCurls suggests an interest in technique-focused content that embraces natural texture and personalised haircare, pointing to a broader shift towards individualised routines.

Bodycare (August 2024 to July 2025)

When it comes to bodycare, beauty consumers are prioritising comfort, efficiency and ingredient transparency in their daily routines. The popularity of moisture gloves and in-shower moisturiser reflects the idea that hydration should be a seamless, built-in ritual, especially for those seeking low-effort but effective ways to combat dryness. Non-toxic deodorant and tallow soap point to increased scrutiny around product formulations and a desire to return to simpler, skin-friendly options. Meanwhile, the rise of exfoliating body lotion shows demand for multi-functional products that combine treatment and care, revealing a mindset that blends efficacy with selfcare in body-focused beauty routines.

For the bodycare brands that are thriving, it’s all about functional wellness and elevated daily rituals. The popularity of Udderly Smooth and Jack Black signals demand for effective, no-frills solutions that cater to specific needs like hand hydration and odour control. Canopy, known for its beauty-focused shower heads, and Kate McLeod, with its solid body stones, represent the rise of wellness-infused, sensorial selfcare tools that turn routine into ritual. Vichy taps into the enduring trust in dermatologist-backed, ingredients-led skincare, showing that consumers continue to value science-driven bodycare that feels both clinical and accessible.

Trending on TikTok

In the TikTok space, consumer mindsets are centring around practicality, inclusivity and education in beauty routines. #AcnecareRoutine and #3StepSkincare highlight a growing demand for straightforward, step-based regimes, especially those that are accessible and targeted towards specific skin concerns like acne. At the same time, #AcnePositivityDay points to an increasing embrace of skin realism and emotional support, as consumers seek not just solutions but also community and confidence around visible skin issues. Hashtags like #AirportMakeup and #HoodedEyesEyeliner illustrate the importance of context-specific and anatomy-aware beauty content, where users look for customised techniques that suit real-life scenarios or distinct features.

Fragrance (August 2024 to July 2025)

Consumers are gravitating toward personalised and exploratory fragrance experiences, as seen in the rise of discovery sets, which allow them to sample and curate scents that best fit their identities. There is also a clear shift towards skin-like, intimate fragrances (skin perfume) that reflect a desire for subtle, wearable luxury. At the same time, gourmand and nostalgic notes like marshmallow, chocolate and sweet vanilla scents signal a craving for comfort, indulgence and playful self-expression. Together, these trends reveal a dual desire for minimalism and escapism.

Among fragrance brands, there is a lean into storytelling, sensorial richness and carefully crafted identities. Brands like Arquiste and Houbigant point to a rising appreciation for heritage and historical depth, in which fragrance becomes a narrative experience rooted in culture and craftsmanship. Aesop and Cuerpa, meanwhile, reflect a desire for sensory minimalism and skin-conscious formulations, blending scent with wellness and ritual. Snif captures the modern consumer’s craving for playful, try-before-you-buy formats and direct-to-consumer accessibility, showing that fragrance shoppers are open to experimenting with new brands — especially when discovery feels approachable, personal and fun.

Trending on TikTok

In the TikTok sphere, trending beauty hashtags reflect a focus on gentle routines, budget-friendly discovery and transitional milestones. #CollegeSkincare highlights a key seasonal shift, as students prepare for the return to school and seek beginner-friendly routines that align with changing schedules, stress and environment. #GentleHaircare and #HairFoamRollers reveal a preference for low-damage, soothing beauty practices that prioritise hair health and selfcare over heat or harsh styling. Meanwhile, the popularity of #FragranceUnboxings and #MiniMakeupHaul points to a love for small, shareable rituals in beauty, where even modest purchases offer moments of indulgence and joy.

Nails (August 2024 to July 2025)

When it comes to nails, there’s an appetite for designs that offer bold self-expression, cultural playfulness and aesthetic experimentation. Strawberry milk nails and cowgirl nails, for example, tap into hyper-specific, mood-driven aesthetics, in which nails act as accessories that reflect lifestyle or identity shifts — from soft and minimal to rustic and spirited. In contrast, junk nails and Kaws (the US artist and designer) nail design highlight a craving for visual maximalism and pop art references, whereby nails become a canvas for creative excess or nostalgic flair. Meanwhile, the popularity of cheetah print nails reinforces the enduring appeal of patterned statement looks.

A consumer shift towards indie artistry, selfcare and unique finishes is taking place among top-growing nail brands. Brands like Death Valley Nails, Ethereal Lacquer and KBShimmer exemplify the rise of narrative-driven, small-batch polish lines, where creative colour stories, shimmer effects and seasonal drops cater to beauty enthusiasts. Elon Essentials, known for its nail conditioner, underscores a growing focus on nail health and restoration, signalling that consumers are balancing aesthetics with treatment-based care. Gaoy reflects demand for DIY gel systems that combine affordability with pro-level results, reinforcing the appeal of at-home nail solutions that don’t sacrifice style or longevity.

Trending on TikTok

On TikTok, trending beauty content points to a consumer mindset centred around efficiency, transformation and problem-solving with visual payoff. Trends like #FiveMinuteMakeup and #HowToGetLongHair highlight the demand for quick, approachable routines that deliver noticeable results without complexity. Hashtags like #BlindingHighlight and #FacialPeel reflect a love for dramatic, satisfying transformations, showing that consumers are still drawn to content that delivers visible before-and-after effects. Meanwhile, #DarkUnderEyeCircles underscores the enduring concern with targeted, relatable skin issues, driving interest in tips and hacks, or makeup and skincare products.

Makeup (August 2024 to July 2025)

Across the makeup space, current search trends reveal a lean into long-lasting, flawless finishes and low-effort, high-impact techniques. Products like blur foundations, creaseless concealers and fixing sprays speak to the demand for smooth, stay-put complexion solutions that create an airbrushed, filter-like finish. The popularity of peel-off lip stain reflects interest in low-maintenance, transfer-proof colour cosmetics via a playful yet practical option. Meanwhile, tightline eyeliner underscores the desire for subtle definition techniques that naturally enhance facial features.

When it comes to makeup brands, the rise of CO Bigelow (particularly its gloss) reflects a renewed appreciation for apothecary-style beauty players with a nostalgic feel, especially through simple yet effective hero products. Hermès captures the consumer desire for makeup as a luxury statement, in which packaging, prestige and sensorial experience are as important as the formula itself. Merit Beauty stands out for its stick formats and minimalist, time-saving approach, resonating with those who desire clutter-free routines. Wonderskin, driven by its viral peel-off lip stain, speaks to a love for fun, transformative beauty moments, while Marcelle taps into a niche for dermatologist-recommended, hypoallergenic products, supporting a more clinical or skin-first approach to makeup.

Trending on TikTok

On TikTok, trending beauty hashtags suggest consumers are increasingly seeking real-world solutions, authentic recommendations and personalised routines. Hashtags such as #BeautyRecs and #FragranceRotation reflect a shift towards crowdsourced discovery and evolving beauty identities, whereby users explore products that align with their moods, seasons, or lifestyles. The popularity of #HairFrizz and #BlowoutRoutine points to a demand for practical, step-by-step content that solves everyday hair concerns, especially those tied to texture management and styling longevity. Meanwhile, #NosePatch highlights the ongoing appetite for targeted skincare fixes, especially treatments that deliver satisfying, visible results and are easily shareable online.

Skincare (July 2024 to June 2025)

The rising interest in collagen eye patches and face taping reflects a further shift towards non-invasive, preventive skincare methods that emphasise natural lifting and anti-ageing without the need for clinical procedures. The popularity of tallow SPF signals the growing curiosity around animal-based ingredients such as beef tallow. Urea face cream, meanwhile, represents the appeal of deeply reparative, dermatologist-backed moisturisers that restore the skin’s barrier and address dryness or sensitivity. The growth of pico laser treatment shows an openness to lightly clinical interventions that offer effective results with minimal downtime, reinforcing a preference for gentle yet high-impact solutions.

In terms of brands, there’s a clear consumer preference for skincare players offering science-backed formulations with visible skin health benefits. Brands like Macrene Actives, Epicutis and Medicube, for example, each lean heavily into clinical efficacy and dermatological credibility. At the same time, the growth of Skin1004 and Medicube also highlights the rising influence of Korean skincare, celebrated for its ingredients innovation. The resurgence of Noxzema points to a renewed interest in heritage brands, as consumers revisit time-tested staples amid a crowded market.

Trending on TikTok

This week, the top-growing beauty hashtags on TikTok reflect a consumer desire for personalised product discovery and peer-driven recommendations, as seen via tags like #FavBlush and #NewBeautyLaunch, which celebrate individual favourites and newness in the beauty space. The rise of #ReverseFrenchNails points to the platform’s role as a visual inspiration hub, where users seek out fresh, creative looks to try for themselves. In contrast, #LiftedBrows represents a growing appetite for technique-driven content, as beauty consumers actively look to master subtle methods that enhance and lift facial features. Meanwhile, #BlondeShampoo highlights the importance of targeted upkeep routines, while signalling a demand for specialised, problem-solving products that cater to individual needs.

Haircare (August 2024 to July 2025)

In the haircare space, interest in products like DHT blocker shampoos, hair loss creams and onion shampoos reflect growing consumer anxiety around hair thinning and hair loss, driving demand for functional solutions rooted in both science (DHT inhibition) and traditional remedies (onion extract). At the same time, the popularity of scalp serums and low porosity shampoos signals a shift towards personalised, scalp-first haircare, as consumers seek to understand — and treat — the root cause of hair issues rather than just the symptoms. These trends point to a more ingredients-conscious, solution-oriented mindset, with users researching products tailored to their unique hair biology and concerns.

Rising interest in brands like Plantur 39 and Arey reflects a growing consumer focus on age-related hair concerns such as thinning and greying, driving demand for functional, science-backed solutions that support long-term hair vitality. Meanwhile, the popularity of Vichy’s Dercos line — known for targeting scalp health with dermatological actives like aminexil and resveratrol — signals heightened interest in ingredient-conscious, scalp-first care rooted in clinical efficacy. Whereas brands like Umberto Giannini and TGIN highlight consumers’ alignment with inclusive, value-driven brands that cater to diverse hair types.

Trending on TikTok

On TikTok, trending beauty hashtags like #ChemicalPeelBeforeAndAfter and #ChemicalPeelProcess reveals a desire for visible, clinical skin transformation and journey-based content that reinforces trust through authenticity and expert-guided treatment steps. Meanwhile, #GymHairHack points to a pragmatic and lifestyle-integrated approach — users want beauty routines that solve real-world challenges with simple, shareable tips. Finally, the momentum behind #LongLastingPerfume highlights consumers’ growing interest in fragrance longevity and peer-vetted scent recommendations, revealing how social-first fragrance discovery is rooted in trust, performance and collective enthusiasm.

Wellness (July 2024 to June 2025)

In wellness, the top-growing trends reveal a consumer desire for multi-sensory, stress-reducing and performance-enhancing solutions that are both approachable and effective. The popularity of the watsu massage and stress-relief supplements points to a rising interest in deep relaxation therapies and nervous system regulation as central components of well-being. Meanwhile, products like ashwagandha gummies, pre-workout gummies and sulphur supplements reflect a preference for functional, ingestible formats that support both mental resilience and physical performance in daily life.

When it comes to brands, there is a clear consumer shift towards targeted, life-stage-specific and microbiome-focused solutions that support whole-body balance. Brands like Great Lakes Wellness and Bodybio shine light on the rising demand for foundational, bioavailable supplements that promote cellular and gut health, appealing to informed consumers prioritising internal wellness. So Good So You and VH Essentials reveal a growing interest in probiotic-powered and functional beverages or intimate health, signalling a deeper awareness of the gut-body connection as well as women’s wellness. The Pause Life, meanwhile, stands out for addressing menopausal support, pointing to an underserved yet growing segment in which consumers seek age-informed, hormone-aware care rooted in empowerment and transparency.

Trending on TikTok

Trending beauty hashtags like #QuickMakeupTips, #NailPolishPen and #AmazonWigs underscore a desire for fast, affordable and user-friendly products on TikTok, which simplify routines while allowing for experimentation. #RedWineMakeup highlights the growing appeal of food-inspired beauty trends, where rich, indulgent tones like deep burgundy evoke sensory associations — blending visual aesthetics with taste and mood for a more immersive beauty experience. The rise of #MakeupSpatula, originally popularised through K-beauty, showcases how Korean beauty continues to shape global trends, through not just products, but innovative tools and application techniques.

Bodycare (July 2024 to June 2025)

This week’s top bodycare trends see a rising interest in moisture gloves and shower lotion, which points to a growing demand for hydration-focused bodycare that fits seamlessly into existing routines. Searches for vanilla body scrub and glitter lotion reflect a desire for sensorial experiences that combine scent, texture and visual appeal. Tallow soap, meanwhile, signals a continued curiosity around traditional, animal-based products with perceived nourishing benefits.

Otherwise, rising interest in brands like Bend Soap Company and À La Maison reflects a growing consumer preference for traditional, ingredients-focused formulations rooted in artisanal or French-milled soapmaking. Kate McLeod and Noshinku signal demand for elevated, design-forward bodycare that integrates wellness and portability into daily rituals. The popularity of Baylis Harding suggests an appetite for affordable and giftable bodycare experiences.

Trending on TikTok

On TikTok, trending beauty hashtags reflect a consumer interest in age-aware, real-skin beauty journeys and practical education. Hashtags like #FacialInfusion, #SkincareAfter30 and #NaturalHairGrowth highlight a focus on long-term results and proactive care, particularly among those navigating ageing or hair health. #CurlyHairFail and #FlawlessMakeup each show the value placed on trial-and-error learning as well as aspirational outcomes, where vulnerability and perfection coexist in beauty storytelling.

Fragrance (June 2024 to May 2025)

This week’s top-growing fragrance trends show that consumers are gravitating towards gourmand and nature-inspired scent profiles. The interest in notes like pomegranate, raspberry and honey reflects a desire for sweet, comforting, and edible-like fragrances that feel both indulgent and approachable. At the same time, the rise of saffron and matcha perfumes points to curiousity around elevated, niche, and globally inspired ingredients, suggesting a move towards olfactory storytelling and cultural richness.

From a fragrance brand perspective, brands like Arquiste and Santa Maria Novella appeal to those seeking heritage and craftsmanship, suggesting that fragrance is being embraced as a form of intellectual and emotional exploration. Meanwhile, Snif and Sand + Fog highlight a growing demand for accessible, modern fragrance formats — from try-before-you-buy models to home scenting — blending convenience with aesthetic sensibility. Aesop’s rise underscores continued interest in minimalist, sensorial luxury, where fragrance is tied to wellness and elevated daily rituals.

Trending on TikTok

TikTok’s top-growing beauty hashtags reflect a growing consumer desire for personalised solutions tailored to specific lifestyles, hair types and age groups. Hashtags like #Swimhair and #Doingmyownbraids show a hands-on, DIY approach to beauty, especially for textured and protective styles. Skincare-related hashtags like #Moisturiserforoilyskin, #Collagencream and #Over40skin highlight the demand for targeted, functional products that address individual skin concerns and life stages.

Nailcare (June 2024 to May 2025)

Among the top-growing nail trends this month, there is a desire to to strike the balance between bold self-expression and effortless sophistication. Searches for designs like cheetah print and shades such as deep red, show an interest in bold nail aesthetics that communicate personality and mood. Trends like easy gel nails, jelly gel polish and baby French nails point to a demand for low-effort, long-lasting manicures that blend simplicity with a polished, modern look.

In nail brands, there is a shift afoot towards professional-grade, expressive and ingredient-conscious nailcare. Brands like Starrily, Ethereal Lacquer and KBShimmer highlight a growing demand for unique, indie polishes that offer creative finishes — such as holographic, shimmer, or fantasy-inspired colours — signalling a preference for individuality and self-expression. Meanwhile, Vettsy caters to DIY nail enthusiasts with nail art tools and gel systems, showing consumer interest in salon-quality results at home. Nailberry stands out for its focus on breathable, non-toxic formulas, emphasising the continued rise of clean beauty values even in niche categories such as nailcare.

Trending on TikTok

On TikTok this week, trending beauty hashtags reflect a consumer interest in visible transformation and product-driven results, seen via hashtags like #FaceliftJourney and #EyelashGrowthSerum, which emphasises before-and-after narratives through aesthetic enhancement. The popularity of #ViralDryShampoo and #MakingLipsGloss shows enthusiasm for functional beauty hacks and DIY experimentation, where users actively seek accessible and trend-led solutions. Meanwhile, #GreenEyeshadowLook points to a willingness to explore bold, playful aesthetics, especially through colour-focused content that encourages individual style.

Makeup (June 2024 to May 2025)

In makeup, search trends point to a consumer preference for long-wear, low-maintenance products that deliver high performance with minimal touch-ups, as seen through the popularity of cream, black and peel-off lip stains. The growth of black and peel-off lip stains, in particular, also suggests an appetite for playful experimentation and innovative formats that merge bold aesthetics with convenience. Rising interest in creaseless concealer and blur foundation, meanwhile, reflects a desire for flawless but natural finishes, indicating a demand for skin-enhancing products that look seamless and feel lightweight.

Makeup brands like gothic-inspired Jolie Beauty and Cult Candy Cosmetics, which emphasises vegan values and niche, identity-driven beauty, reveal a desire beyond mainstream beauty aesthetics. The popularity of Wonderskin and Drmtlgy shows a clear demand for innovative, long-wear and skincare-infused products, highlighting a preference for hybrid formulations that offer both cosmetic pay-off and skin benefits. K-beauty brand BBIA exemplifies the global appeal of affordable, high-quality cosmetics that offer trendy shades and innovative textures.

Trending on TikTok

The top growing beauty hashtags on TikTok reveal a consumer shift towards gentle, culturally rooted and personalised beauty practices. Hashtags like #HeatlessHairCurls and #GRWMCurlyHair highlights a strong preference for hair-health-conscious styling methods and natural textures, especially among those embracing non-damaging routines. The rise of #IndianBeautySecrets and #WhipdBraids underscores a growing appreciation for traditional, heritage-inspired techniques and protective styles, reflecting beauty as a form of identity and cultural pride. Meanwhile, #RosaceaJourney indicates a demand for transparent, real-life narratives, where users seek connection and shared experience around sensitive skincare.

Skincare (June 2024 to May 2025)

In skincare, there is a consumer shift towards treatment-style products that delivers visible, often immediate results. Tools and products like face taping and cryo masks reflect a rising interest in non-invasive techniques that mimic professional treatments at home. Meanwhile, collagen masks and Korean face masks underscore the appeal of intensive hydration and skin renewal, often rooted in ritualistic or sensorial selfcare. Brands like AHC, Skin1004 and Aestura showcase the continued appeal of Korean skincare, valued for its soothing, barrier-supportive formulations and dermatological credibility.

The popularity of hypochlorous acid spray signals growing awareness of skin barrier health and inflammation control, pointing to a more informed, preventative approach to skincare. Otherwise, the top-growing skincare brands in search data reflect a consumer preference for gentle, sensorial and results-oriented skincare with a global influence. Breeze Balm and Grace Stella emphasise feel-good, pampering experiences, blending playful branding with functional hydration and glow-enhancing benefits.

Trending on TikTok

On TikTok, trending beauty hashtags reveal that consumers are seeking long-lasting, performance-driven beauty solutions, as seen via #StayPutMakeup and #BlurringBlush. The emergence of #LashCleansing and #NourishingSkincare underscores a growing focus on gentle, supportive maintenance routines that prioritise skin and eye health alongside cosmetic use. #BridesmaidMakeupLook highlights a continued interest in occasion-based beauty inspiration, where users turn to social platforms for styling guidance tied to specific life events.

Haircare (May 2024 to April 2025)

The rise in search interest for products like hair loss cream, scalp serum, DHT blocker shampoo and flaky scalp shampoo reflects a pivot towards targeted, problem-solving haircare. Another recurring theme is scalp health, as consumers increasingly recognise that a healthy scalp underpins hair strength, therefore seeking solutions that address root causes like inflammation, build-up, or hormones. Functional plant-based ingredients (for example, onion for sulfur content), signal that shoppers are seeking nature-backed efficacy, or holistic benefits. Finally, the overlap in hair loss-related products (hair loss cream, DHT blockers) suggests a growing urgency around preventative care, especially among younger demographics looking to mitigate early signs of thinning or damage.

Trending haircare brands reflect a desire for elevated, wellness-infused beauty routines. Interest in Vichy’s dandruff shampoo and Umberto Giannini’s curl-focused products points to a demand for targeted solutions that address distinct scalp and textural needs. Rahua represents the appeal of botanical formulations rooted in sustainability, while Arey taps into age-conscious care with products designed to slow greying and support long-term hair vitality. Otherwise, the renewed buzz around Elizabeth and James’s now discontinued dry shampoo signals nostalgia-driven demand as well as the emotional value consumers place on high-performing staples.

Trending on TikTok

This week, the fastest-growing TikTok hashtags point to a preference for practical, educational content that supports real-life beauty needs. Hashtags like #VacationSkincare and #FlawlessBaseRoutine reflect interest in context-specific routines that ensure skin confidence across different settings and occasions. Meanwhile, #HowToKnotlessBraid and #KbeautySkincareProducts show demand for culturally informed and technique-driven tutorials, underscoring the value placed on both inclusivity and precision. The popularity of #OatCleanser ties into the broader theme of gentle, skin-soothing ingredients, highlighting a shift towards mindful, barrier-friendly products.

Wellness (May 2024 to April 2025)

This week, the popularity of gummies for creatine, ashwagandha, pre-workout and cortisol support indicates a desire for easy-to-integrate formats that make supplementation less clinical and more lifestyle friendly. The focus on adaptogens and hormonal balance (ashwagandha, cortisol supplements) signals heightened consumer interest in stress management and mental resilience, while tools like vibration plates align with a trend towards tech-enabled, at-home fitness enhancements. Together, these trends suggest a convergence of performance optimisation, stress relief and convenient wellness routines tailored to fast-paced lifestyles.

The top growing brands in the wellness space indicate that consumers are increasingly prioritising foundational health support, with a focus on targeted, bioavailable nutrients (for example, vitamins, minerals, electrolytes). Brands like Hiya Health and Ddrops reflect a shift towards family-focused and child-friendly wellness, suggesting rising parental investment in preventive health from an early age. The appeal of Cure Hydration and Bodyhealth points to interest in science-backed solutions for energy, recovery and hydration, often tied to active or wellness-conscious lifestyles.

On beauty TikTok, the hashtags gaining the most traction reflect a demand for personalised, functional beauty routines rooted in real-life needs. #SPFMakeupProducts stands out as a clear signal of the rising interest in hybrid products that straddle skincare and cosmetics, showing that consumers want beauty items that offer both aesthetic and protective benefits, especially in terms of suncare. Hashtags like #FoundationFreeMakeup, #OilyHairProblems, #MyHairRoutine and #PerfumeJourney highlight minimalist beauty, relatable concerns and self-expression as key search themes through routine and scent, pointing to a desire for content that feels both aspirational and attainable.

Bodycare (May 2024 to April 2025)

Trends in the bodycare space indicate a rising emphasis on functional selfcare that merges wellness with beauty. Products like magnesium oil and antibacterial soap bars reflect a demand for health-driven benefits, such as stress relief, muscle recovery and hygiene. Simultaneously, items like vanilla body scrub, exfoliating body lotion and moisture gloves show interest in sensorial indulgence and targeted skin treatments, pointing to a desire for multi-sensory and results-oriented routines. Overall, consumers are seeking efficacy and sensoriality in one, blending therapeutic ingredients with pleasurable experiences.

Among bodycare brands, there is a clear preference for intentional, streamlined routines that don’t sacrifice on quality or experience. Brands like Bend Soap Company and Noshinku lead with multifunctional, skin-friendly solutions that address sensitive skin and hygiene needs through nourishing, minimalist formats. Sabon and Compagnie de Provence each cater to consumers craving sensorial escape and aesthetic craftsmanship, blending heritage with luxury. Meanwhile, Head Shoulders anchors the space with clinically proven performance, reinforcing the importance of efficacy alongside more indulgent or plant-based offerings.

Trending on TikTok

The beauty hashtags blowing up on TikTok this week reflect a consumer desire for creativity, inspiration and ritualised self-expression. #JumboLipBalm, sparked by Elf Cosmetics, showcases a playful, DIY spirit as users recreate a viral product that blends nostalgia with beauty experimentation. #ColourfulEyeliner points to a growing appetite for bold, expressive looks, where makeup becomes a tool for individuality and artistic flair. #PromMakeupInspo and #HairWashingDay illustrate how special events and routine moments, respectively, are being transformed into meaningful, shareable rituals. Meanwhile, #BestKoreanSkincare highlights the enduring influence of K-beauty brands, which continue to shape global beauty standards through innovation, efficiency and aesthetic appeal.

Fragrance (May 2024 to April 2025)

Among the trends in the fragrance space, there is a strong consumer appetite for gourmand experiences and olfactory indulgence. Scents like brown sugar, sweet vanilla and raspberry highlight a preference for rich, dessert-like fragrances that are nostalgic, edible and emotionally comforting. Matcha perfume, while still edible in theme, leans into a more subtle and fresh profile, though it can be sweetened to evoke confections like matcha soft serve. The interest in luxury perfume underscores a parallel desire for status, craftmanship and elevated self-expression, as consumers seek fragrances that signal taste and distinction.

As for fragrance brands, those that illustrate consumer interest in scent as a multifaceted lifestyle experience have come out on top. Liquides Imaginaires represents a growing demand for luxury storytelling and symbolic depth, with consumers embracing scents that offer emotional and imaginative escapism. In contrast, Snif caters to a desire for playful accessibility and discovery, using mini formats and a casual tone to make niche fragrance feel fun and low commitment. Brands like Aesop, Santa Maria Novella and Sand + Fog speak to a parallel movement towards elevated selfcare and ambiance, where artisanal roots, apothecary aesthetics and luxury perfume oils integrate fragrance into personal rituals.

Trending on TikTok

On TikTok, the top-growing beauty hashtags reveal a consumer preference for personalised, problem-solving content that feels both practical and relatable. Hashtags such as #MoisturiserForSensitiveSkin and #SkincareRecs show strong demand for targeted skincare guidance, especially for specific needs, signalling trust in peer-driven recommendations and niche solutions. #MomHairHack and #HoodedEyeMakeup each reflect a desire for customised beauty shortcuts and inclusivity, where users seek tips tailored to their unique features or lifestyles. Meanwhile, #ProMakeupTips highlights a continuing interest in achieving professional results, with consumers turning to TikTok not just for products, but for contextual expertise and real-world application.

Nails (April 2024 to March 2025)

This month’s trending nail searches reflect a consumer shift towards personalisation, playfulness and health-conscious beauty choices. The popularity of junk nails and cheetah print nails points to a growing desire for bold self-expression and maximalist aesthetics, while baby French nails and Japanese gel manicures highlight an appreciation for minimalist, high-precision artistry and craftsmanship. Meanwhile, interest in water-based nail polish signals growing demand for non-toxic formulations. Otherwise, rising nail brand searches reflect a rising interest in performance-driven, salon-quality products that can be used at home. Brands like DND Gel, V Beauty Pure (for the second consecutive month) and Dazzle Dry indicate demand for long-lasting, professional-grade formulas with quick-dry benefits. Ethereal Lacquer and Mooncat show a lean towards niche labels that offer holographic finishes, unique colours and aesthetic-driven appeal.

Trending on TikTok

On TikTok, beauty trends reflect an influx of personalisation, practicality and inclusivity in beauty routines. Hashtags like #MakeupBrushHack, #DiyHaircuts and #IndividualLashes suggest a growing interest in skill-sharing and cost-effective beauty solutions. The rise of #BotoxForMen, meanwhile, signals increasing normalisation and gender inclusivity within aesthetic treatments, breaking traditional beauty boundaries. #BridalTrialMakeup highlights how consumers are seeking control and customisation in high-stakes moments, pointing to a broader desire for tailored, occasion-specific beauty experiences.

Makeup (April 2024 to March 2025)

This week’s biggest makeup trends tap into colour and the appeal of playful formats and long-wear results, as lilac blush and orange lip gloss show a rising comfort with bold, expressive shades, while peel-off lip stain taps into playfulness. Could this be the return of makeup’s makeover? Elsewhere, cushion foundations, popularised by the K-beauty space, underscore interest in skin-forward innovation that’s portable and buildable. Meanwhile, creaseless concealer signals that shoppers are actively seeking solutions to avoid common pain points like settling or caking — not just coverage, but confidence.

Among trending beauty brands, emerging names point to a consumer shift towards offerings that blend aesthetic appeal with functionality. Brands like Wonderskin and Color FX highlight demand for high-performance, transformative formulas that deliver bold pay-off with innovative application. Mob Beauty and Japonesque reflect growing interest in pro-level precision and quality tools, signalling a more knowledgeable consumer. Meanwhile, Dasique shows how K-beauty continues to resonate globally.

Trending on TikTok

On TikTok, trending beauty hashtags reflect a consumer desire for tailored, results-driven content that feels both personal and actionable. Tags like #FlawlessMakeupTips, #LashRetentionHack and #MixedKidsHaircare highlight a strong appetite for niche advice, especially when it speaks to specific identities or beauty challenges. #MatchaSkincare underscores the rise of ingredient-led exploration, where skincare meets lifestyle. Meanwhile, #BrowProducts shows continued interest in hero categories that drive visible transformation and remain staples in everyday routines.

Skincare (April 2024 to March 2025)

In skincare, trending searches reflect an embrace of ritualised selfcare routines that promise visible transformation by morning. The ‘morning shed’ trend, which includes layering products like collagen masks overnight for a refreshed, flawless wakeup, embodies a high-maintenance at night, low-maintenance by day mindset. Collagen masks also reflect a rising interest in plumping, elasticity-boosting products that support hydrated skin. Meanwhile, soothing ingredients like hypochlorous acid, centella and milky toners point to a broader focus on skin barrier care, inflammation reduction and gentle hydration, suggesting consumers are prioritising skin resilience over harsh correction.

From a brands perspective, Clé de Peau Beauté, Beauty of Joseon and VT Cosmetics reflect a consumer shift towards prestige and science-backed formulations with Eastern beauty philosophies. VT Cosmetics, in particular, taps into the growing trend of the at-home facial, with its popular Reedle Shot serum signalling demand for pro-grade treatments in daily routines. At the same time, interest in Dr Bronner’s and Noxzema points to growing demand for minimalist and trusted legacy brands that emphasise plant-based or no-frills formulations.

Trending on TikTok

This week, the top beauty hashtags on TikTok reflect a strong consumer appetite for practicality, approachability and DIY empowerment. Trends like #FrenchNailHack, #EasyPolygel and #NaturalNailJourney point to a surge in at-home beauty experimentation, favouring low-barrier, cost-effective alternatives to salon treatments. #MessyBunStyle and #MidlifeMakeup highlight a broader inclusivity in beauty, embracing age diversity.

Haircare (April 2024 to March 2025)

Top trends in haircare this week reflects a growing consumer focus on scalp health as the foundation for strong locks, with products like scalp scalers and scalp moisturising lotions addressing build-up and hydration concerns. The popularity of hair loss cream signals rising demand for functional remedies aimed at reducing hair fallout while promoting regrowth. Flaxseed gel highlights a shift towards DIY or plant-based styling solutions that combine performance with nourishment. Together, these trends underscore a holistic, root-to-tip approach to haircare, where consumers seek targeted treatments that prioritise health.

Among rising haircare brands, there is a consumer shift towards specialised, inclusive and ingredient-conscious offerings. Brands like Pattern Beauty and Melanin Haircare reflect a growing demand for products tailored to textured and curly hair, emphasising representation and performance. Fino and Shikai highlight interest in minimalist, sometimes plant-based, formulations, while Malin + Goetz appeals to consumers seeking premium, unisex and sensorially refined experiences.

Trending on TikTok

On TikTok, trending beauty hashtags reveal a strong consumer desire for practicality, speed and education in beauty routines. Hashtags like #EasyMomMakeup and #EasyMakeupTutorials reflect a demand for effortless, time-saving approaches to beauty, especially for busy users seeking approachable content. #SlickedBun and #MakeupTouchups highlight the popularity of quick, polished looks that can elevate everyday style with minimal effort. Meanwhile, #HairExtensionsEducation shows that consumers are actively seeking informative content to make more confident, empowered beauty choices — blending aspiration with accessibility.

Wellness (March 2024 to February 2025)

The surge in search interest for products like creatine and pre-workout gummies reflects a growing demand for convenient and easily consumable fitness supplements. Vibration plates and magnesium oil indicate a preference for non-invasive, at-home recovery and performance enhancement tools, emphasising self-managed wellness, while magnesium oil also taps into the growing emphasis on sleep health. The popularity of sulfur and magnesium-based products suggests increasing consumer awareness of mineral deficiencies and their role in overall health. Collectively, these trends highlight a shift towards personalised, accessible, and functional wellness solutions that blend performance, recovery, and holistic health support.

The rise of brands like Erewhon — driven in part by interest in superfoods like sea moss — reflects a consumer shift towards premium wellness products. Micro Ingredients and Vida Glow tap into the growing demand for functional, outcome-based supplements that support inner beauty, energy and longevity. Wholesome Story’s popularity highlights a focus on transparent formulations, particularly for hormonal and reproductive health. NekTeck, especially known for its foot massage tool, signals a strong interest in accessible, tech-enabled self-care that supports relaxation and recovery at home.

Bodycare (March 2024 to February 2025)

The search trends in bodycare reflect a growing consumer preference for multi-sensory and indulgent experiences, as seen in the popularity of vanilla-scented products like body scrubs and washes. There is also a clear focus on advanced skincare ingredients and efficacy, with demand for functional treatments such as urea cream and moisture gloves, highlighting concerns around hydration and intensive repair. The rise of retinol in body wash exemplifies the skinification of the space, as consumers seek face-grade actives for the body, driven by anti-ageing benefits and ingredients that cross over from facial skincare. Overall, consumers are blending pleasurable, comforting elements with clinical-grade solutions, seeking both sensorial enjoyment and tangible skin benefits in their bodycare routines.

From a brand perspective, the rising interest in select bodycare companies reflects consumers’ growing demand for products that blend targeted efficacy with sensorial pleasure. Bella Beauty and Luna Daily each tap into microbiome-friendly and pH-balancing care, addressing sensitive areas with advanced, science-backed solutions. Eos and Salt Stone, meanwhile, show how hydration and elevated scent experiences are becoming daily indulgences. CLN Wash represents the rising preference for dermatologist-developed, clinically proven formulas. Across the board, consumers are gravitating towards brands that deliver skin health benefits and moments of selfcare, elevating bodycare routines into rituals of function and enjoyment.

Trending on TikTok

This week on TikTok, trending hashtags reflect a consumer focus on education and storytelling as users share personal beauty journeys and solutions (#HairStorytime, #AcneCoverage). The popularity of #FullSkincareRoutine and #CurlyHairRoutine highlights a growing commitment to comprehensive, step-by-step care rituals. Rising interest in #Inflammaging signals increasing consumer awareness of the science behind skin ageing and a proactive approach to preventative wellness. Overall, consumers are seeking both community-driven learning and expert-inspired routines, blending personal narratives with informed choices.

Fragrance (March 2024 to February 2025)

Consumers are increasingly drawn to rich, layered fragrance notes that balance warmth with depth, as seen in the rise of saffron, pomegranate and caramel perfumes. The interest in matcha perfume reflects a continued demand for nuanced, earthy scents that feel refined yet wearable. Perfume discovery sets highlight a preference for exploration and personalisation, suggesting that shoppers are more intentional about finding signature scents. These trends indicate a shift towards bold yet sophisticated fragrances that offer both indulgence and individuality.

Brand-wise, consumers are embracing a mix of heritage and modernity, with climbing interest in legacy brands like Santa Maria Novella and contemporary disruptors like Snif. The rise of Huda Beauty, whose perfume brand Kayali launched in 2018, suggests that beauty-driven brands can successfully translate their cosmetic influence to scent. Arquiste’s growth points to a demand for historically inspired, storytelling-driven perfumes, while Sand + Fog reflects an appreciation for scent-forward home and personal care. Together, these trends highlight a consumer preference for prestige and accessibility, with a focus on brand identity, craftsmanship and experiential fragrance.

Trending on TikTok

The top-growing beauty hashtags reflect a consumer desire for both education and ease of routine. Hashtags like #SkincareMistakesToAvoid and #SimpleHairstyleTutorial show that users value practical guidance and step-by-step help to avoid common errors and achieve results efficiently. Skincare-focused trends like #GlassGlowSkin reflect a deeper interest in achieving healthy, radiant skin, signalling that consumers might view skincare as the foundation of beauty. Meanwhile, hashtags like #GoingOutMakeupLook and #BlowDryStyle suggest that while ease is key, there’s also a strong desire to master looks that feel polished and occasion-ready.

Nails (March 2024 to February 2025)

Consumers are gravitating towards innovative nail solutions, as seen in the rise of water-based nail polish and Japanese gel, which emphasise ease of use and nail health. The popularity of jelly gel polish and Korean gel nails highlights a preference for high-shine, translucent finishes that align with the broader glossy, glass-like beauty aesthetic. Tortoise shell nails reflect a demand for intricate, fashion-forward designs, reinforcing the ongoing influence of detailed and art-driven nails. Across these trends, there’s a clear consumer interest in advanced formulas, aesthetic versatility and elevated self-expression through nail artistry.

In terms of brands, the popularity of Vettsy and V Beauty Pure indicates a demand for speciality nail art products, reinforcing the rise of intricate and customisable designs. Gelcare’s traction suggests an increasing interest in high-performance, salon-grade formulas that prioritise nail health. Across brands, there’s a clear consumer preference for long-lasting, artistic and professional-grade nail solutions that enable at-home and salon-level experimentation.

Trending on TikTok

On TikTok, the growing popularity of #NaturalHairUpdo highlights an embrace of textured hair and natural styles, while #SlickBackHairstyles suggest a preference for sleek, polished looks that convey sophistication and control. #CreamLipstick points to a demand for smooth, creamy textures that offer comfort and elegance in lip colour. The #SunscreenFavourites hashtag reflects increased awareness of the importance of sun protection in daily skincare routines. Meanwhile, #MossNails captures a playful, nature-inspired nail art trend for spring.

Makeup (February 2024 to January 2025)

Consumers are seeking long-lasting, low-maintenance makeup solutions, as seen in the demand for brown waterproof mascara, creaseless concealer and peel-off lip stain. The interest in cushion foundation and nano brows reflects a preference for precise, buildable finishes that enhance natural facial features and textures. Elsewhere, multifunctionality is key, with products offering hybrid benefits such as hydrating coverage, smudge-proof wear, or semi-permanent results. These trends indicate a shift towards convenience-driven, performance-focused beauty that streamlines application while delivering polished, lasting results.

This week’s trending makeup brands answer consumer calls for innovation, customisation and artistry-driven formulas, as seen in Wonderskin’s unique lip stains and Made by Mitchell’s bold pigments. Mob Beauty’s focus on refillable packaging aligns with the needs of eco-conscious shoppers, while Dasique reflects a growing interest in K-beauty brands and products. Color FX highlights ongoing interest in high-performance, pro-level complexion products that enhance skin without heaviness.

Trending on TikTok

The rise of hashtags like #HeatDamagedCurls and #NaturalHairIdeas reflects a focus on hair health and embracing natural textures. #FoamingFaceWash highlights the growing consumer interest in sensory experiences, with texture playing a key role in skincare choices. #AirplaneSkincare, meanwhile, suggests a need for targeted, portable skincare solutions tailored to specific environments and needs. The #90sUpdo trend points to a nostalgic preference for glam, retro hairstyles that take inspo from the era’s icons.

Skincare (February 2024 to January 2025)

Consumers are prioritising skin barrier support and long-term resilience, turning to ingredients like centella and ginseng for soothing, revitalising benefits and brands like Skin1004 and Noxzema for trusted, effective ingredients that deep cleanse to maintain clear skin. The demand for collagen masks and eye wrinkle treatments reflects a focus on anti-ageing and hydration, with targeted solutions for maintaining a youthful appearance. Honey lip oil’s growth highlights an increasing preference for nourishing, multifunctional formats that combine skincare with everyday comfort. Across these trends, there is a clear shift towards ingredient-led, results-driven products that balance traditional remedies with modern formulations.

Otherwise, consumers are gravitating towards brands that blend traditional skincare wisdom with modern dermatological innovation, as seen in Beauty of Joseon’s hanbang-inspired formulations and Aestura’s clinical approach to sensitive skin. The rising interest in Omnilux indicates a growing demand for high-tech, at-home treatments, particularly LED therapy for anti-aging and skin health. Overall, skincare consumers are seeking proven, science-backed solutions while embracing both heritage-driven and technology-enhanced approaches to routine care.

Trending on TikTok

Consumers are seeking practical solutions for hair and skin concerns on TikTok, from #WavyHairHacks for effortless styling to #AcneScarRemoval and #DrySkinMoisturiser for targeted skincare needs. The rise of #SkincareOil reflects interest in nourishing, barrier-supporting formulas, aligning with the broader trend of skin repair and hydration. #TikTokShopMakeupFinds, meanwhile, highlights the platform’s role in real-time product discovery, where affordability and viral recommendations drive purchases. Across these hashtags, the themes of problem-solving, hydration and social commerce shape consumer interest and buying behaviour simultaneously.

Haircare (February 2024 to January 2025)

Consumers are prioritising hair health and repair, seeking targeted treatments like collagen masks that nourish the scalp and strengthen strands. There is a growing demand for advanced smoothing and frizz control, reflected in nanoplastia and frizz treatments that deliver long-lasting manageability. Interest in preventative care is rising, with hair UV protection signalling awareness of environmental damage and the need for proactive defense. From a brand perspective, consumers are increasingly prioritising ingredient-conscious haircare, as seen in the rise of Innersense Organic Beauty and Seen, which emphasise scalp-friendly formulations. There is a strong demand for textured hair expertise, with brands like Pattern Beauty and Qhemet Biologics catering to the specific needs of curly and coily hair. Dermatologist-developed and skin-friendly formulations are gaining traction, such as through Seen and Malin + Goetz, which address scalp health and sensitivity alongside hair concerns

Overall, these trends and brands highlight a shift towards science-backed, functional haircare that goes beyond aesthetics to focus on resilience, protection and long-term hair wellness.

Trending on TikTok

This week on TikTok, beauty consumers are embracing transformative moments, with #RedHairTransformation highlighting the appeal of bold colour changes and #MotherOfTheBrideMakeup reflecting milestone-driven beauty looks. The rise of #NaturalHairstyling points to a demand for effortless, texture-embracing styles, while #BlackLipLiner signals growing interest in bold, high-contrast makeup choices. Interest in retro-inspired techniques is evident in #HairRoller, as consumers revisit vintage styling methods for modern looks. Altogether, these trends showcase a mix of personal reinvention, statement beauty and nostalgic techniques, shaping how consumers experiment with their appearance.

Wellness (February 2024 to January 2025)

Consumers are prioritising stress management and nervous system regulation in the wellness space this week, as seen in the rise of cortisol supplements, watsu massage and magnesium oil. There is also a focus on internal wellness, with gut cleanses reflecting a growing belief that digestive health influences overall well-being. Reformer Pilates machines highlight the demand for low-impact, strength-building exercise that supports longevity and mobility. Together, these trends indicate a shift towards proactive, holistic self-care that integrates relaxation, internal balance and mindful movement. The brands generating buzz, meanwhile, highlight an interest in proactive, personalised health management with an emphasis on effective formulations. Magic Molecule (healing solutions) and Transparent Labs (sports supplements) emphasise efficacy and ingredients transparency, while Hiya Health (children’s nutrition) and Happy V (vaginal wellness) reflect a demand for targeted, preventative health support. Elsewhere, Bodyhealth’s growth suggests an increasing focus on optimising physical performance and recovery through functional supplements.

Trending on TikTok

Consumers are prioritising skin health and longevity, as reflected in the rise of #Inflammaging and #MyAcneStory, which highlights concerns around inflammation, ageing and breakout management. The popularity of #EyeMakeupHacks and #WavyHairstyling suggests a demand for approachable, technique-driven beauty solutions that enhance personal style. #NaturalGlowyMakeup aligns with a broader trend of effortless, radiant looks that emphasise healthy skin over heavy coverage. Overall, these hashtags reflect a move towards results-driven beauty that balances skincare awareness with practical, customisable makeup and hair techniques.

Bodycare (February 2024 to January 2025)

Among the products trending in bodycare, many point to a growing emphasis on ingredients-conscious, results-driven offerings that balance luxury with efficacy. The growing interest in vanilla body scrub signals a shift towards indulgent, sensory bodycare that combines relaxation with deep skin nourishment. Beef tallow soap, loved for its rich, moisturising properties, reflects a preference for highly nourishing, skin-replenishing ingredients, while glutathione cream aligns with the demand for brightening solutions. Retinol body wash highlights the rise of multi-functional bodycare, catering to consumers seeking full-body skin renewal. As for rising interest in brands like CLN Wash and Salt Stone, there’s a clear consumer preference for gentle, skin health-focused bodycare solutions, particularly for sensitive skin.

Elsewhere, search interest in Head Shoulders suggests consumers are expanding their focuses beyond scalpcare and are honing in on effective solutions for overall skin health. Fresh and Dionis reflect a shift towards plant-based ingredients that blend luxury with nourishment, appealing to those seeking both efficacy and indulgence. These brands reveal a broader trend leaning on functional, ingredients-conscious bodycare that emphasises holistic wellness.

Trending on TikTok

This week on TikTok, the rise of hashtags such as #PerfumePairing and #IDoMyOwnNails indicates a growing interest in personalisation and DIY beauty routines, as individuals seek to tailor products and routines to their unique preferences. #HairBuildup and #StressHairLoss reflect concerns around scalp and hair health, highlighting the pursuit to address common beauty challenges, while underscoring their correlation with overall wellness. #AffordableSkincareTips suggests that consumers are seeking budget-friendly, effective skincare solutions, with a growing awareness of value-driven beauty. Together, these hashtags reflect broader trends of selfcare, customisation and conscious consumerism in beauty routines.

Fragrance (January 2024 to December 2024)

Consumers are gravitating towards fragrance exploration, as seen through the rise of perfume discovery sets, which allow for personalised scent experiences. The interest in matcha and raspberry perfumes reflects a growing demand for nuanced, food-adjacent scents that balance freshness with depth. Vanilla body mist and watermelon perfume highlight the continued appeal of sweet, comforting and playful fragrances, particularly in accessible formats like body mists. The popularity of brands like Initio Parfums and Jean Paul Gaultier highlights a preference for bold, statement-making scents that emphasise sensuality and longevity. True Religion’s resurgence suggests a crossover between nostalgic branding and fragrance, tapping into the Y2K movement and fashion-driven fragrance appeal.

The rising search demand for Santa Maria Novella and Aesop, both known for their rich brand narratives and artisanal approaches, reflect a consumer interest in heritage and craftsmanship. Overall, these trends point to consumers’ desire for both sensorial experimentation and familiar, feel-good scents that align with evolving preferences in gourmand and fruity fragrance profiles. Across these brands, there’s a blend of prestige, storytelling and identity-driven scent choices shaping consumer behaviour.

Trending on TikTok

Consumers are engaging with beauty through a mix of aspiration and practicality, as seen through the rise of #RedCarpetMakeup and #SunkissedMakeup, which emphasise polished-yet-achievable looks. The popularity of #LipstickHaul and #LipstainReview reflects a strong interest in product discovery and comparison, particularly in lip categories where finish and longevity matter. #SkincareFor30s highlights a growing demand for age-specific skincare guidance, signalling a more targeted approach to beauty routines. Among these hashtags, there’s a balance between trend-driven aesthetics, informed purchasing decisions and a desire for beauty solutions tailored to individual needs.

Nails (January 2024 to December 2024)

Consumers are gravitating towards soft, refined nail aesthetics with a focus on sheer, translucent and gradient effects, as seen through trends like jelly gel polish and ombré chrome nails. The rise of Japanese manicures and semi-cured gel strips reflects a demand for high-quality, long-lasting solutions that prioritise nail health and convenience. Baby French nails indicate a preference for minimalist, delicate designs that offer a fresh take on classic styles. Across these trends, there’s a strong emphasis on polished yet low-maintenance looks that balance sophistication with ease of application.

Meanwhile, Dazzle Dry and Madam Glam, which boast fast-drying or gel alternatives, are proof consumers are seeking innovative formulas that offer long wear and quick application. The rise of Mooncat and Lights Lacquer, however, reflects a growing appetite for expressive, trend-driven shades with an artistic or niche aesthetic. DND’s popularity highlights demand for professional-grade products that deliver salon-quality results at home. Across these brands, there’s a balance between performance, creativity and self-expression, with consumers prioritising both durability and unique colour curation.

Trending on TikTok

This week on TikTok, consumers are investing in practical beauty solutions that address real-life concerns, from #FlightSkincare for travel-friendly routines to #AcneScarsTreatment for targeted skin repair. The rise of #ColourCorrectingMakeup and #MakeupTouchups highlights a focus on perfecting complexions, with an emphasis on quick fixes and customisable coverage. #IDPhotoMakeup reflects a demand for strategic, camera-ready techniques that enhance natural features in high-definition settings. Overall, there’s a clear interest in functional, results-driven beauty that adapts to various environments and needs.

Makeup (January 2024 to December 2024)

For makeup, consumers are prioritising convenience and efficiency, as seen in the rise of cushion foundation for its buildable coverage and on-the-go application, while the rise of brands BBIA and Mob Beauty highlights a growing interest in versatile, easy-to-use products that cater to a wide range of skin tones and preferences. Long-wear and low-maintenance solutions are also surging in popularity, like peel-off lip stain (Wonderskin’s cult favourite) and cluster lashes, reflecting a demand for products that require minimal touch-ups.

The growing popularity of SPF blush underscores a desire for multi-functional products that combine skincare with makeup, offering both protection and a natural flush. Meanwhile, the rise of boyfriend blush shows a preference for effortless, fresh-faced makeup that enhances the skin through a soft, natural finish. Elsewhere, Tower 28 Beauty’s focus on sensitive skin reflects a broader demand for gentle, skin-friendly formulations that prioritise inclusivity and wellness. Overall, these trends reveal a shift towards products that combine innovation, inclusivity and skin-conscious care, catering to diverse consumer needs.

Trending on TikTok

The TikTok community are embracing creative self-expression, as seen via hashtags like #PinkFrenchTips and #HeartNailArt, which reflect a growing interest in personalised, playful nail art and designs. The rise of #MakeupMom highlights a shift towards inclusive beauty, with more mature consumers seeking products and techniques tailored to their specific needs. #TipsForHairGrowth signals a focus on wellness and selfcare, as consumers prioritise hair health and growth. Meanwhile, #DeepWaves shows a move towards textured, voluminous hairstyles, indicating an interest in aesthetics that add dimension and personality.

Skincare (January 2024 to December 2024)

In the skincare space, the search trends gaining the most traction reflect a consumer desire for effective-yet-gentle formulations that address specific skin concerns, such as anti-ageing and sensitivity. Ingredients like ginseng, retinaldehyde and mandelic acid highlight the demand for plant-based solutions that harness scientifically backed efficacy. Multifunctional products, like honey lip oil and castor face oil, cater to the preference for nourishing, barrier-supporting ingredients that provide hydration, among other skin health benefits. Altogether, these trends emphasise a holistic approach to skincare that blends traditional remedies with modern innovation.

When it comes to brands, the top-growing players reflect a shift towards dermatologist-recommended efficacy, advanced technology and heritage-inspired solutions. Beauty of Joseon and Aestura highlight the enduring appeal of Korean skincare, with Aestura honing in on dermatologist-backed care for sensitive skin and Beauty of Joseon combining traditional ingredients with modern formulations. Garden of Wisdom emphasises simplicity and transparency, while Omnilux and Dermaquest cater to the rising interest in clinically advanced technologies like light therapy and professional-grade treatments. These brands highlight a preference for skincare that balances tradition with science.

Trending on TikTok

On TikTok, the top-growing beauty hashtags reflect a shift towards personalised and inclusive beauty solutions that celebrate individuality, such as #DarkSkinMakeupDaily and #WavyHairDontCare. Seasonal selfcare and targeted skincare remain a priority, as consumers seek to combat environmental challenges like cold weather through the #DryWinterSkin hashtag. Trends like #FrenchTipNailArt emphasise polished minimalism and timeless aesthetics, while #GymMakeupRoutine underscores the demand for practical and performance-friendly beauty solutions. These trends highlight how consumers are blending personalisation, functionality and selfcare in their beauty routines.

Haircare (January 2024 to December 2024)

The hair trends proving popular this week are collagen hair masks and low-porosity treatments, together highlighting a growing consumer focus on personalised and restorative haircare solutions. Meanwhile, plant-based, ingredients-driven products aimed at promoting healthy hair growth and managing specific concerns like thinning or frizz continue to pique interest. The rise of volumising conditioners shows consumers are prioritising fullness and volume, especially for fine or limp hair. Overall, these trends emphasise a holistic approach to haircare, with an emphasis on nourishment, scalp health and customisable solutions.

The search growth for haircare brands like Madison Reed indicates a move towards at-home hair colour solutions that emphasise quality and salon-like results. Andalou Naturals, meanwhile, highlights consumer interest in plant-based beauty products, with a focus on nourishing and gentle care. Rising demand for Ryo Haircare suggests increasing demand for heritage and traditional haircare brands that target specific concerns like hair loss, particularly within the Asian market. The popularity of Kinky-Curly and Design Essentials illustrate a strong emphasis on inclusive, specialised products for textured hair, as consumers seek tailored solutions that enhance natural curls and promote healthy locks.

Trending on TikTok

This week on beauty TikTok, the popularity of #OvernightWaves indicates a consumer preference for low-maintenance routines that deliver lasting results with minimal effort. In contrast, #WeddingDayMakeup reflects a desire for makeup solutions tailored to memorable occasions, where long-lasting and flawless looks are key. #HeartNailsDesign illustrates a lean towards personalised, creative nail art, allowing consumers to express individuality through unique designs, while #MakeupDosAndDonts suggests a demand for educational content that helps consumers refine their makeup skills and avoid common pitfalls. When it comes to eye makeup, #EyeshadowLooks reveals that consumers are looking for inspiration to experiment.

Wellness (December 2023 to November 2024)

The top-growing wellness trends in search data reflect a consumer focus on proactive health management and holistic well-being. Trends like cortisol and NAD+ supplements highlight a desire to address stress, energy and cellular health at a foundational level, signalling a shift towards internal optimisation. Moringa and sea moss supplements showcase interest in plant-based, nutrient-dense options, aligning with a preference for traditional remedies that carry broad health benefits. Tower Pilates reflects the growing appeal of low-impact, strength-building fitness routines that promote longevity and functional movement, emphasising a balanced approach to physical and mental wellness.

When it comes to brands, there’s a surge in demand for precise and holistic health solutions. Brands like Puori and Hiya Health reflect a desire for clean, high-quality formulations that prioritise transparency and targeted nutritional benefits. Bodybio and Bodyhealth underscore an interest in personalised approaches to wellness that focus on optimising cellular and physical performance. Meanwhile, Alflorex’s growth points to increasing consumer awareness around the importance of gut health, showcasing a broader trend towards science-backed products that address foundational health concerns.

Trending on TikTok

On TikTok, trending beauty hashtags reveal a growing consumer interest in personalised beauty solutions. Hashtags like #WavyHairtTutorial and #HairGrowthTrick suggest that users are seeking DIY, cost-effective methods to enhance their hair health and aesthetic. The emphasis on skincare routines, as seen through #HydrogelMask, #NighttimeRountine and #GlowySkinRoutine, highlights a further move towards selfcare rituals that prioritise skin hydration, radiance and long-term wellness. Overall, these trends point to an increasing desire for accessible, at-home beauty practices, which promote both immediate and lasting results.

Bodycare (December 2023 to November 2024)

Across the bodycare category, rising search trends reflect a focus on targeted solutions and functional benefits in consumer routines. Products like magnesium cream and urea foot cream highlight a demand for therapeutic care that addresses specific concerns such as muscle relaxation, dry skin and even better sleep. Glutathione cream and retinol body wash underscore a growing interest in body-focused skincare ingredients traditionally associated with facial care, signalling an extension of ‘skinification’ trends. The rise of tallow soap, meanwhile, points to a renewed appreciation for animal-based formulations that align with more traditional recipes.

For brands, the search data reveals a consumer preference for products that blend functionality, heritage and targeted care. Gehwol indicates a honing in on specialised, problem-solving solutions for specific concerns like foot care, while Head Shoulders highlights curiosity around the brand’s body products, furthering its reputation for effective formulations. Compagnie de Provence emphasises plant-based formulas and traditional French recipes, appealing to those seeking artisanal quality in vegan formulations. Luna Daily caters to the growing interest in microbiome-balancing bodycare with gentle, versatile products for all skin types, including intimate areas. Lottabody’s growth signals an interest in affordable products tailored to diverse bodycare needs, emphasising the importance of accessibility and inclusivity.

Trending on TikTok

The top-growing beauty hashtags on TikTok highlight consumer interest in education, exploration and achieving polished results. Hashtags like #SkincareRoutineForBeginners emphasise a desire for simplified, step-by-step guidance to build confidence and consistency in beauty routines. #KbeautyAddict showcases interest in global beauty trends, particularly Korean innovations. Trends like #SmokeyEyeMakeupLook and #BlottingPowder demonstrate a focus on mastering techniques and products that deliver flawless, camera-ready finishes. The popularity of #PumpkinEnzymeMask signals curiosity about ingredients-driven skincare solutions that offer gentle care and exfoliation.

Fragrance (December 2023 to November 2024)

Among the top-growing fragrance trends in search data, there is a clear consumer desire for unique, sensory-rich experiences. Trending scents such as cardamom and matcha reflect a growing interest in sophisticated, nuanced and edible fragrances that resonate with evolving preferences for complexity and subtlety. Meanwhile, watermelon perfume and vanilla body mist tap into the demand for more approachable scents. The popularity of perfume discovery sets reinforces the demand for exploration and personalisation, as consumers continue to curate fragrance wardrobes that align with their identities and lifestyles.

As for fragrance brands, the fastest-rising names reflect a consumer focus on heritage, craftsmanship and distinctiveness. Brands like Santa Maria Novella and Orto Parisi highlight a preference for storied legacies and artisanal quality, appealing to those seeking authenticity and sophistication. In contrast, Initio Parfums and Jean Paul Gaultier cater to a desire for bold, statement-making scents that exude luxury and individuality. True Religion’s inclusion signals that consumers are exploring accessible fragrances, showcasing the balance between exclusivity and mainstream appeal in scent preferences.

Trending on TikTok

On TikTok, the trending beauty hashtags highlight a consumer appetite for experimentation, self-expression and education within beauty routines. Trends like #BrownRedHair showcase an interest in bold hair colours that blend natural tones with more striking aesthetics, while #ShimmeryEyes reflects the allure of luminous, glam makeup looks. The popularity of #FacialWand points to an increasing interest in beauty tools and techniques that promise efficacy and innovation, aligning with a broader focus on enhancing skincare and makeup results.

Makeup (November 2023 to October 2024)

When it comes to makeup trends, there is a clear consumer preference for natural finishes, versatility and impactful results. It’s why cushion foundation and boyfriend blush are proving popular as they emphasise a seamless, skin-like appearance and a natural flush that enhances without being overwhelming. Brown mascara stands out for its versatility, allowing consumers to create both subtle and bold looks depending on the shade, while cluster lashes cater to those seeking a more dramatic effect. The top-growing brands in the space reflect consumer interest in innovation and self-expression. Wonderskin stands out with its cutting-edge lip stain technology, appealing to those seeking unique, long-lasting solutions. BBIA, a Korean brand, highlights the continued influence of K-beauty in shaping global beauty preferences. Lethal Cosmetics caters to bold, expressive consumers, while Tower 28 Beauty combines performance with gentle formulations and Mob Beauty addresses the growing demand for sustainable, refillable packaging.

Trending on TikTok

The top-growing beauty hashtags on TikTok reveal a consumer focus on achieving aspirational looks while prioritising practical solutions. Hashtags like #VolumeHairstyle and #VolumeHairHack reflect a desire for transformative, high-impact hair trends paired with accessible tips and tricks. #LipcareTips and #HowToTreatAcne demonstrate the continued importance of skincare, with an emphasis on selfcare and targeting specific concerns. Meanwhile, #HolidayGlam captures the excitement for seasonal beauty moments, showcasing a blend of creativity and celebratory expression.

Skincare (November 2023 to October 2024)

The top-growing skincare trends highlight a consumer focus on plant-based and heritage-inspired solutions. Beauty of Joseon and Illiyoon reinforce the rising interest in K-beauty brands, which emphasise gentle, heritage-inspired skincare through traditional ingredients like rice and lanolin. While brands like A313 and Rhode Skin cater to the demand for results-driven formulations, with a focus on high-performance solutions and research-backed products, respectively. Products such as collagen masks and castor face oil reflect a desire for targeted, restorative care that promotes both hydration and repair. The popularity of face taping suggests a rising interest in non-invasive, DIY techniques for achieving smoother, youthful-looking skin. Together, these trends underscore a preference for approachable, ingredients-led products that promise visible results and resonate with selfcare rituals.

Trending on TikTok

This week on TikTok, key hashtags reflect a consumer interest in accessible, relatable beauty practices that fit seamlessly into everyday life. Themes of convenience, as seen with #FastMakeupLook and #EasyMakeupLooks, highlight a desire for streamlined routines that deliver polished results quickly. Personalised and curated aesthetics, meanwhile, are also gaining traction, as seen in tailored lip and nail trends such as #BrownLipCombos and #LipGlossNails. Additionally, social connection plays a role, with #CouplesSkincare showcasing beauty as a shared and enjoyable experience.

Haircare (November 2023 to October 2024)

The top-growing haircare trends and brands reflect a consumer shift towards plant-based, targeted solutions for specific hair needs, such as promoting growth and managing texture. Ingredients like onion and rosemary highlight a preference for botanical remedies rooted in traditional practices, whereas low-porosity hair treatments and flaxseed gel emphasise a focus on customisation and hydration, catering to diverse hair textures and porosity levels. Haircare brands like Pattern Beauty and Design Essentials indicate a growing demand for solutions tailored to textured and curly hair, while Madison Reed showcases interest in personalised, salon-quality colour at home. Andalou Naturals and Seen underscore a focus on dermatologically tested products that prioritise scalp and skin health. Across haircare, consumers are demonstrating an increasing desire for products that align with holistic wellness approaches.

Trending on TikTok

This week on TikTok, trending beauty hashtags reveal a consumer interest in both daily routines and glamorous aesthetics. Hashtags like #GlamCurls and #GlitterEyeLook showcase a preference for polished yet achievable looks that add subtle sophistication to everyday beauty. #HaircareRoutines reflects the importance of consistent care and education, while #CurlyHairBlowout emphasises styling techniques for textured hair. The popularity of #BlackFridayMakeup highlights consumer enthusiasm for seasonal deals and product experimentation, showing TikTok’s influence as a hub for discovery and engagement across beauty interests.

Wellness (November 2023 to October 2024)

Consumers are shifting towards holistic solutions that address energy, immunity and overall vitality. This move suggests a preference for nutrient-rich, multi-benefit ingredients with ties to plant-based origins, such as moringa and sea moss. Consumers are increasingly proactive about long-term health, turning to restorative or preventative products like NAD+ and colostrum supplements, as well as personalised wellness rituals and ancient remedies, with magnesium oil and sea moss reflecting a desire for products that are scientifically backed and grounded in tradition. As a result, brands like Transparent Labs and AG1 speak to the demand for science-backed, all-in-one products that simplify health routines while delivering performance and recovery benefits. Armra Colostrum underscores a renewed interest in immunity and gut health, tapping into the appeal of functional ingredients with restorative properties. Parents, meanwhile, are being drawn to Hiya Health for its nutrient-dense offerings designed to support children’s wellness, and Owyn caters to individuals seeking allergen-friendly, plant-based solutions.

Trending on TikTok

The popularity of these TikTok beauty hashtags reflects a consumer preference for approachable, practical beauty solutions that fit seamlessly into daily routines. Minimalist trends like #SimpleNailDesigns and #GlowySkinMakeup emphasise a desire for natural-looking, effortless aesthetics. Hashtags such as #MatureMakeupLook and #HairRescue highlight the growing interest in age-inclusive beauty and targeted solutions for specific concerns, such as damaged hair. Meanwhile, #PressOnNailSets points to a demand for convenient, DIY beauty products that allow for personalisation and professional results at home.

Bodycare (November 2023 to October 2024)

Consumers are investing in bodycare. Their rising interest in products like glycolic body lotion, turmeric soap and glutathione cream suggests a consumer shift towards products that incorporate skincare-grade ingredients for targeted body benefits like exfoliation, brightening and antioxidant protection. More specifically, the popularity of body dry brushing points to a growing interest in selfcare rituals that improve skin texture and circulation. As for brands, heritage companies such as Head Shoulders and Arm Hammer highlight a consumer preference for functional solutions that address specific concerns such as odour control, whereas interest in Drunk Elephant and Zents reflects a growing inclination towards skin-friendly products that place emphasis on gentle formulation and sensory experience. Across the board, growth at L’Oréal Paris underscores the appeal of accessible products that blend efficacy with affordability.

Overall, more consumers are treating bodycare with the same level of customisation and sophistication as facial skincare, seeking products that deliver both functional and rejuvenating benefits that balance reliability and accessibility with a desire for elevated, skin-centric bodycare options, which meet both practical and experiential needs.

Trending on TikTok

On TikTok, this week’s trending beauty hashtags reflect consumer interest in personalised routines, trending aesthetics and ingredient-led experimentation. #SkincareInOrder highlights the demand for education and clarity around effective skincare layering, while #AgeingSkinMakeup points to a focus on tailored beauty solutions for mature skin. The popularity of #PurpleBalayage and #HaileyBieberLipCombo showcases the influence of aspirational celebrity-driven trends and bold, expressive looks. Meanwhile, #TurmericScrubs illustrates the growing preference for plant-based, DIY and culturally rooted beauty remedies.

Fragrance (November 2023 to October 2024)

The top-growing fragrance trends show a strong consumer preference for unique, recognisable scent notes that align with a desire for familiar, comforting or refreshing elements. Scents like watermelon, vanilla and the more subdued earthy profile of matcha suggest a pull towards edible inspirations, with matcha offering a subtle alternative to classic gourmand scents. Discovery sets indicate a desire to explore without full commitment, showing curiosity around expanding fragrance profiles, and the importance of keeping consumers engaged and curious. As for fragrance brands, they reveal a consumer interest in personality-driven scents that blend classic appeal with modern influences. Brands such as Jean Paul Gaultier reflect a continued appreciation for iconic fragrances, while celebrity-backed lines from Melanie Martinez and Sabrina Carpenter cater to fans seeking identity-driven and relatable scent options. Also, Lattafa’s rise points to a growing fascination with Middle Eastern-inspired fragrances, bringing an element of luxury and cultural richness.

Trending on TikTok

This week on TikTok, data reflects a consumer focus on durability, classic aesthetics and beauty solutions that deliver professional-grade results. Hashtags like #LonglastingLipColor and #BestConditioner suggest a preference for products that provide lasting performance, hinting at practicality and quality as top priorities. Classic styles like WhiteFrenchTips and #BlowoutHairstyles show a return to timeless, polished looks, indicating a desire for elegance and versatility in beauty routines. Meanwhile, #FullGlamMakeupTutorial emphasises a continued interest in mastering transformative techniques, revealing consumer enthusiasm for self-expression through bold, perfected beauty looks.

Nails (October 2023 to September 2024)

When it comes to low-maintenance nailcare options, it’s their at-home application and offer of a quick, convenient nail fix that’s driving strong consumer desire. More specifically, semi-cured gel strips, bow nails and green chrome nails highlight an interest in creative self-expression, with playful designs and unique finishes that offer professional results without a salon visit; for bow nails, it’s the coquette trend prompting demand for the whimsical style. Nail growth serum and nail concealer reflect a growing focus on nail health and natural-looking aesthetics, indicating that consumers value functionality alongside beauty. Brands rising in line with such trends include Starrily, Dr Remedy, Mooncat, Dazzle Dry and Daisy DND, which together indicate a consumer shift towards high-quality, distinctive and health-conscious nailcare options.

They offer unique finishes — such as holographic, glitter and multi-chrome polishes from Starrily and Mooncat — catering to individuals seeking personalised and expressive nail aesthetics. Dazzle Dry’s focus on non-toxic, quick-drying and long-lasting formulas aligns with a growing preference for gentle options and more convenient at-home manicure solutions. These trends suggest that consumers want innovative products that merge aesthetic appeal with ease of use, prioritising accessible, customisable care. Additionally, the emphasis on vegan and cruelty-free products across these brands reflects an increasing consumer commitment to beauty practices perceived as ‘sustainable’.

Trending on TikTok

This week, the top-growing TikTok beauty hashtags reveal a growing consumer sentiment for hybrid products that bridge makeup and skincare, as seen through the #MakeupWithSkincare hashtag. Consumers also show a preference for soft, versatile aesthetics like #BabyPinkBlush and #BobKnotlessBraids, aligning with trends that feel effortless yet refined. Practicality is central, as #DryShampooTips and #HighlighterTutorial reflect a demand for easy-to-follow guidance, with users seeking tips and tutorials that offer convenient, effective beauty hacks. This trend illustrates a broader preference for DIY-style, educational content that enhances routines with minimal effort while helping achieve a desired look.

Makeup (October 2023 to September 2024)

This week’s top-growing makeup trends reflect a demand for long-wearing products that simplify routines while delivering lasting results. The preference for water-based and silicone-based foundations indicates that consumers are seeking products tailored to their specific skin types and needs — whether that be hydration and breathability from water-based options, or smoothness and longevity from silicone-based formulas. Peel-off lip tints and tubing mascaras highlight interest in transfer-resistant and enduring makeup products that withstand everyday life. Fixing sprays further demonstrate the desire for makeup longevity, reinforcing a theme of durability and convenience across all trends.

As for brands, Huda Beauty and Made by Mitchell appeal to those seeking vibrant, expressive makeup looks, while Dasique and McoBeauty cater to a desire for soft, natural aesthetics. Dasique also highlights the growing popularity of K-beauty brands in the makeup world. Mob Beauty, meanwhile, reflects growing a consumer interest in options perceived as sustainable without sacrificing quality. Overall, the makeup brands gaining traction suggest consumers are being drawn to bold, trend-driven products as well as minimal, everyday essentials.

Trending on TikTok

When it comes to TikTok this week, beauty consumers are actively seeking dramatic transformations and skincare rituals to enhance their everyday routines. #IcyEyes and #BigVolumeHair don’t only hark back to the noughties, but imply a desire for bold, eye-catching looks that amplify personal expression. In contrast, hashtags like #FaceSteaming and #GlycolicPads reflect a focus on contemporary skincare and selfcare practices that emphasise health and rejuvenation. The rise of #SkincareAdventCalendar underscores the appeal of curated, discovery-driven experiences, where consumers can explore new products in a fun and engaging way.

Skincare (October 2023 to September 2024)

The top-growing skincare trends reflect a consumer focus on plant-based formulas and solutions that promise targeted results. Microneedle pimple patches, an innovation from regular pimple patches, offer deeper, more effective treatment for pimples and acne, while face taping taps into the desire for temporary anti-ageing effects by lifting and tightening the skin. Castor face oil, rice face masks and honey lip oil indicate a preference for nutrient-rich, plant-based remedies rooted in traditional beauty practices with hydrating and brightening properties. As for brands, Illiyoon and Beauty of Joseon underscore the influence of K-beauty, with a focus on calming, plant-based ingredients rooted in tradition, whereas Byoma represents a rising consumer focus on strengthening the skin’s barrier. YSL Beauty shows that luxury skincare remains highly sought after, appealing to those who prioritise both efficacy and brand prestige. Overall, consumers are increasingly gravitating towards products that balance efficacy with gentleness, emphasising skin health and barrier repair.

Trending on TikTok

Among this week’s trending TikTok hashtags, there is an apparent consumer interest in enhancing natural beauty via techniques and products that deliver noticeable, polished results. Hashtags such as #FullLipsTutorial and #VoluminousBlowout emphasise the desire for amplified, voluminous looks, while #NaturalHairHack shows a focus on embracing and enhancing natural hair textures. #BridalMakeupInspo reflects the importance of brands tapping into consumers’ life events. Meanwhile, #HydratingFoundation plays into the growing demand for makeup that not only enhances appearance, but also supports skin health through nourishing ingredients.

Haircare (October 2023 to September 2024)

The rise in searches for scalp powders, pre-shampoos and scalp oiling indicates a growing consumer focus on scalp health and targeted care. Hair loss creams suggest that consumers are actively seeking solutions for hair thinning and plant-based treatments, with this trend overall reflecting an increasing preference for preemptive and restorative care routines whereby the scalp is considered an integral part of hair wellness. The top-growing haircare brands, like Hers and Act + Acre, highlight a consumer preference for clinically driven, treatment-focused products that prioritise hair health, particularly addressing concerns such as hair growth and scalpcare. Duke Cannon and Dr Squatch represent a shift towards grooming products often marketed to men that emphasise plant-based ingredients and rugged branding, while Gisou’s rise reflects the growing interest in products that care for the hair like hair oils and hair masks.

Overall, consumers are prioritising both preventative and recovery-oriented approaches in their haircare routines, with a noticeable lean toward multifunctional and plant-based remedies.

Trending on TikTok

The rise in hashtags like #HyaluronicAcidFillers and #GrowthOilForHair shows that consumers are deeply engaged with enhancing their appearances through clinical treatments and plant-based solutions. The popularity of #MensHairCutting highlights the increased attention to male grooming and personalised haircare trends, which is reflective of broader inclusivity across beauty content. Hashtags like #PamelaAndersonMakeup and #HalloweenLipGloss reveal a fascination with nostalgic and creative makeup looks, showcasing the playful and expressive side to beauty; however, Anderson’s no-makeup look is also driving growth for the hashtag.

Supplements (August 2023 to July 2024)

The trending supplement category is being driven by holistic wellness, with an emphasis on immunity, gut health and stress management. Supplement ingredients like colostrum and active hexose correlated compound (AHCC) highlight increased interest in immune-boosting ingredients, while magnesium oil and bergamot reflect a shift towards plant-based stress and mood regulation. Notably, sea moss ties into the growing popularity of nutrient-dense supplements. As for brand standouts, Armra Colostrum and Legendairy Milk indicate rising interest in immune support and maternal health. XWerks and Bodyhealth, meanwhile, reflect the focus on performance optimisation, particularly in fitness and recovery. Codeage appeals to a desire for comprehensive wellness, offering multi-functional supplements. Overall, the search data indicates that consumers are seeking multifunctional solutions to address both physical and mental well-being.

Trending on TikTok

Consumers are seeking practical, problem-solving beauty solutions that fit seamlessly into their everyday lives. Hashtags such as #EasyHairHacks and #MakeupForGlasses highlight a preference for accessible, quick tips that enhance personal styling. #AcneSpecialist and #UnderArmBotox reflect rising interest in targeted treatments, with the latter signalling a shift in facial procedures like Botox as they move to the body for broader application. Additionally, the #FrenchBeauty hashtag references consumers looking to global beauty ideals for inspiration.

Bodycare (August 2023 to July 2024)

The top-growing bodycare trends reveal a consumer focus on ingredient-driven skincare products that address specific needs. Ingredients like turmeric and glutathione reflect a growing demand for offerings that have brightening and antioxidant properties, appealing to those seeking a solution to hyperpigmentation. Meanwhile, bodycare brand CLN Wash, addresses the needs of acne-prone and sensitive skin, reflecting a growing awareness of the importance of gentle, effective cleansing options. Retinol hand cream highlights an increasing interest in anti-ageing solutions, particularly for areas like the hands, which are often overlooked in skincare routines. As for brand standouts, Luna Daily focuses on microbiome-balancing formulations for all skin types, including intimate areas, showcasing a holistic approach to skin health, while Cocoapink’s commitment to plant-based ingredients resonates with a demand for gentle products that promote overall skin health without harsh chemicals.

Trending on TikTok

The fastest-rising beauty hashtags on TikTok reveal a dynamic shift in consumer preferences towards inclusive and personalised beauty experiences. #YellowBraids highlights a celebration of unique hairstyles and cultural expression, as well as a desire for individuality in beauty choices. The emergence of the #ManFacial signifies the increasing interest of male consumers in skincare and grooming. Meanwhile, hashtags such as #AcneProneMakeup and #GelMoisturiser underscore a growing focus on targeted solutions and textures for specific skin concerns. The #ScalpFacial hashtag ushers in the skinification of haircare, reflecting consumers’ desires for holistic approaches that prioritise both skin and hair health.

Fragrance (August 2023 to July 2024)

The top-growing fragrance trends in search data reveal a strong consumer preference for gourmand and comforting scents like vanilla, caramel, and watermelon, indicating a desire for sensory indulgence and familiarity, as well as more subdued edible scents like matcha. The rise in interest in discovery sets suggests consumers are becoming more experimental, seeking variety and personalisation in their fragrance choices while the popularity of body mists, which are lighter and more versatile than perfumes, indicates consumers interest in layering scents for everyday wear. Notable top-growing brands include By Rosie Jane Lattafa and Sabrina Carpenter’s Sweet Tooth fragrance brand highlighting the appeal of niche fragrances and celebrity-backed scents. Overall, consumers are drawn to personal storytelling and the emotional connection tied to specific brands or figures.

Trending on TikTok

The top-growing beauty hashtags on TikTok this week suggest that consumers are seeking seasonal and therapeutic beauty experiences. Hashtags like #skincareadventcalendar and #falllippie highlight the appeal of season-specific products and rituals that tie beauty to key moments or holidays. #Skincaretherapy and #promakeuptip emphasise a desire for expert-driven tips and routines and the rise of #frecklemakeup shows how consumers are embracing creative self-expression through makeup trends.

Nails (August 2023 to July 2024)

Nail concealers and nail growth serums are among the main drivers for consumer interest within the nail space, reflecting the desire for both healthy nails and restorative care. Bow nails and green chrome nails, meanwhile, highlight the growing appeal of playful, bold nail designs as a means of personal expression. As for the category’s top-growing nail colours, Spate indicates pastel colours (+52.5 per cent year-on-year) and sheer finishes (+26.6 per cent year-on-year). Overall, these trends suggest that consumers are seeking a balance between nail care and artistic self-expression, blending practicality with creativity.

Trending on TikTok

The popularity of #GoingOutMakeupLook and #NoMakeupMakeupRoutine indicates that consumers are seeking bold, glam looks for social outings, alongside more subtle, natural styles for everyday wear; reflecting versatility in beauty preferences once again. #BlushTok remains strong as a trend that enhances consumer’s natural features using playful and exaggerated blush techniques. Elsewhere, #ItchyScalp is on the rise, signalling an increased consumer attention to scalp health, while #StraightBackBraids points to a growing interest in protective hairstyles that celebrate cultural identity and practical hair care.

Makeup (August 2023 to July 2024)

The top makeup trends suggest that consumers are increasingly prioritising long-lasting products in their beauty routines, as well as opting for products that allow for the creation of bold makeup looks. Tubing mascara and brow stain highlight a desire for smudge-proof, day-long wear, while duochrome eyeshadow and cluster lashes reflect an interest in multidimensional looks that stand out. Brands like Mob Beauty, Gressa and Tower 28 Beauty emphasise the demand for plant-based, skin-friendly formulations that appeal to consumers who value health-conscious beauty routines. Meanwhile, Devinah Cosmetics and Lethal Cosmetics cater to those seeking bold, artistic expression through vibrant, high-pigment colours and hues.

When it comes to makeup concerns, there is a strong consumer focus on achieving a clear, smooth complexion while avoiding issues that could exacerbate various skin problems. Concerns about sebum and comedogenic products highlight a widespread desire to manage oil production and prevent clogged pores, indicating a need for non-irritating and breathable formulas. The focus on cakey makeup suggests that consumers are zooming in on how product texture and application impact the natural appearance of their skin.

Overall, these trends underscore a consumer inclination towards high-performance, visually impactful products that enhance and define key features.

Skincare (August 2023 to July 2024)

Skincare trends

The growing interest in these skincare trends reflects a consumer shift towards plant-based formulas and DIY beauty routines. Consumers are increasingly drawn to ingredients with perceived holistic benefits, such as rice, honey and turmeric, indicating a preference for products that promise gentle and effective results. The emphasis on hydration, seen in trends like water-based cleansers, highlights a desire for clean, non-greasy solutions that maintain skin balance. Additionally, the rise of face taping suggests a growing interest in non-invasive techniques for achieving youthful skin and prioritising prevention.

Skincare brands

The rising popularity of these skincare brands reflects a consumer preference for specialised, ingredient-focused products that cater to specific skin needs. Consumers are gravitating towards brands that emphasise science-backed formulations, as seen in Sebamed’s focus on pH balance and Byoma’s barrier-boosting ingredients. There’s also a growing appreciation for multicultural influences, with brands like Illiyoon and Sabbatical Beauty drawing from Korean skincare traditions, and Elaluz offering formulas with Brazilian superfoods.

Skincare concerns

The increasing focus on skincare concerns indicates a consumer shift towards addressing specific, often sensitive, skin issues. Consumers are becoming more aware of the underlying causes of skin problems, such as the impact of pore-clogging (comedogenic) ingredients and the influence of skin conditions like eczema and fungal acne. This trend suggests a growing demand for targeted treatments that are gentle, effective, and suitable for delicate areas like the eyelids. Additionally, the rise in searches for chin acne can be linked to lifestyle factors, such as mask-wearing and stress, as well as hormonal factors, driving consumers to seek solutions for these rising concerns.

Haircare (August 2023 to July 2024)

Haircare trends

Consumers are increasingly focused on scalp health and hair strength, as evidenced by the rising interest in scalp oiling and scalp serums. The popularity of hair loss topical solutions and rosemary shampoo reflects a preference for products that not only combat hair loss but also nourish and fortify the hair. The growing interest in low-porosity shampoo indicates a heightened awareness of individual hair needs and a desire for personalised care. Overall, these trends suggest a prioritisation in holistic haircare routines that enhance both scalp health and hair resilience.

Haircare brands

The top-growing haircare brands reflect a consumer shift towards products that prioritise formulations and solutions. Brands such as Seen, Gisou, and Act + Acre are gaining traction for their emphasis on scalp and hair health, highlighting a holistic approach to beauty that starts with the skin and scalp. Dr Squatch, meanwhile, underscores a demand for plant-based products that are often associated with masculine grooming. Pattern Beauty’s growth signals a focus on inclusivity and products tailored to specific hair types and curl patterns. Overall, these trends indicate a consumer preference for personalised and ingredient-driven haircare solutions.

Haircare ingredients

Among the trending haircare ingredients lies a consumer preference for multi-functional components that offer both therapeutic and cosmetic benefits. Ingredients such as wild ginger, rosemary and eucalyptus reflect a demand for plant-based products that promote scalp health, stimulate hair growth and enhance overall hair vitality. The rising interest in jojoba highlights a trend towards deeply moisturising and nourishing formulas. The inclusion of ketoconazole, an antifungal agent, indicates that consumers are increasingly interested in more targeted treatments, particularly for conditions like dandruff or other fungal-related concerns. Overall, these trends suggest that consumers are gravitating towards ingredient-driven haircare solutions that blend traditional remedies with contemporary benefits.

Wellness and supplements (July 2023 to June 2024)

Wellness and supplement trends

The rise in active hexose correlated compound (AHCC) and rutin supplements indicates a focus on niche, immune-boosting and antioxidant-rich ingredients, while the demand for melatonin-free sleep aids suggests a shift towards non-hormonal alternatives for enhancing sleep, partly driven by concerns over long-term supplement use. Tower pilates are reflective of the trend towards low-impact yet effective exercise routines. Increased searches for magnesium oil highlight a preference for topical and targeted approaches to stress and muscle relaxation, aligning with the broader trend of holistic, multi-benefit wellness products.

Wellness and supplement brands

The trending wellness and supplement brands underscore a shift towards specialised wellness products that offer personalised benefits, resonating with consumers who are increasingly informed and selective in their wellness choices. For example, the growing interest in wellness brands like Winged Wellness and Pure Encapsulations reflects a consumer preference for targeted supplements that boast transparency and plant-based ingredients. XWERKS and Bodybio’s popularity also highlights a demand for performance-focused and bioavailable products, catering to consumers seeking optimal health and athletic performance. Bioray’s rise can be partly credited to a trend towards detoxification, aligning with a broader desire for holistic wellness solutions.

Wellness and supplement ingredients

The rising search interest in ingredients such as colostrum and sea moss suggests a growing consumer focus on nutrient-dense supplements that support immune health and overall well-being. AHCC and rutin highlight ingredients that cater to targeted health concerns, such as immune system 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

The search data for current bodycare trends reveals a consumer shift towards a ‘skinification’ of bodycare products, like turmeric soap and retinol hand cream, indicating a desire for comprehensive solutions that address specific concerns such as hyperpigmentation and anti-ageing. Interest in tallow soap, meanwhile, reflects a preference for hydrating and nourishing ingredients, whereas the popularity of peach body wash and vanilla body scrub underscores the importance of combining functionality, like cleansing and exfoliation, with pleasurable, aromatic experiences. Overall, consumers are seeking products that blend targeted skincare benefits with self-care rituals.

Bodycare brands

Consumers are revealing an increased preference for both heritage brands and product innovation in personal care. Summer’s Eve reflects the demand for specialised feminine hygiene solutions, while CO Bigelow’s growth points to an appreciation for apothecary traditions. Native’s rise showcases a trend towards affordable products that prioritise simplicity and effectiveness, and Saltair’s popularity indicates a growing interest in bodycare that incorporates active skincare ingredients and botanicals, blending nourishment with an elevated experience.

Bodycare ingredients

Ingredients addressing specific skin concerns while indulging in self-care are emerging. Turmeric’s popularity highlights a focus on targeting hyperpigmentation, while tallow reflects a growing demand for holistic ingredients that offer moisture and hydration. Peach and Tahitian vanilla suggest a desire for ingredients that combine skin benefits with indulgent and aromatic experiences. Sandalwood’s appeal points to an interest in soothing scents that enhance a holistic approach to bodycare.

Fragrance (July 2023 to June 2024)

Fragrance trends

Fragrance trends with the greatest prominence across search data all highlight a desire for convenient and versatile scent experiences. The popularity of perfume discovery sets and subscriptions indicates a lean toward exploration and variety, which allows consumers to try multiple scents without committing to full-size bottles. Meanwhile, oil-based perfumes and hair fragrances indicate a demand for long-lasting and multifunctional products that integrate seamlessly into daily routines, like fragrance layering, for example. The heightened interest in travel perfumes reinforces the need for portable and convenient products that cater to the on-the-go lifestyles of beauty consumers.

Fragrance brands

Among the top-growing fragrance brands in search data, there is a clear consumer preference for both classic brands and more contemporary lines crafted by celebrities. The popularity of Jean Paul Gaultier and Valentino Beauty indicates a continued demand for luxurious and sophisticated scents that convey elegance and status, while the rise of the indie brand By Rosie Jane indicates a growing interest in more niche scents designed with an emphasis on non-toxic formulas and ingredients transparency. Celebrity brands, meanwhile, like Billie Eilish Fragrances, show an interest in scents that come coupled with an air of pop culture. The influence of social media is evident with the prominence of Jeremy Fragrance, highlighting the significant role of influencers in shaping consumer preferences and driving brand discovery.

Fragrance scents and notes

Consumer behaviour in the fragrance sector reflects a strong preference for refreshing and exotic scents. The growing interest in matcha and watermelon highlights a trend towards unique, invigorating notes that evoke freshness, while the popularity of gourmand scents suggests a desire for rich, indulgent fragrances that offer a sensory experience reminiscent of delicious treats. The rise of fruity notes like pineapple and lemon refer to a long-standing preference for bright and uplifting scents.

Nails (July 2023 to June 2024)

Nail trends

Consumers are increasingly focused on innovative nail products and enhancing nail health and strength. The uptick of Russian manicures highlights a preference for precision and meticulous nail care involving specialised electric tools for detailed cleaning and shaping evolved from traditional hand filing, showcasing a desire for flawless and professional results. On the other hand, there is also growing interest in nail growth serums, reflecting a desire for products that enhance nail health and strength. Alas, the resurgence of 2000s nails and the rise of blue chrome nails indicate a growing interest in nostalgic and bold aesthetic expressions. Overall, these trends suggest that consumers are prioritising nail care routines that combine convenience, precision, and personal expression.

Nail brands

The top-growing nail brands in search data reflect a significant consumer shift towards eco-friendly and non-toxic products, highlighting consumers’ knowledge regarding nail product formulas and ingredients. Burt’s Bees’s use of plant-based ingredients and honey, along with Dazzle Dry’s emphasis on non-toxic formulas, indicates a strong demand for ethical and safe beauty products. The popularity of IBD Beauty and DND suggests a preference for high-quality, professional-grade options accessible to at-home users, aligning with the trend of DIY beauty routines. Additionally, Cirque Colors’s rise points to a growing interest in vibrant and unique colour options, driven by a desire for personalised and expressive beauty solutions.

Nail colours and prints

The top-growing nail colours and prints in search data reflect a consumer preference for both bold and understated aesthetics, indicating a desire for versatility in personal style. Berry and copper colours suggest an inclination towards rich and warm tones. Translucent and fade trends highlight a shift towards minimalism and subtle nails, appealing to those who favour a more understated look. Checkered, on the other hand, is a more playful pattern. Overall, these trends illustrate a balance between classic elegance and modern playfulness in consumer preferences.

Makeup (July 2023 to June 2024)

Makeup trends

The top-growing makeup trends in search data reveal a consumer preference for long-lasting and low-maintenance beauty solutions. Tubing mascara is popular for its smudge-proof quality and ease of removal, while brow stain shows a desire for lasting, low-effort brow enhancements. Lash bonding reflects a shift towards fuller, more defined lashes that avoid the need for frequent touch-ups. Silicone-based foundations and primers, meanwhile, highlight a demand for smoother application and finishes.

Makeup brands

Among the makeup brands trending in search data, there is a clear consumer inclination towards both innovative formulas and inclusive beauty offerings. Tower 28 Beauty and Typology highlight skin-friendly formulations with a focus on active ingredients. Laura Geller emphasises easy-to-use products designed for mature skin, reflecting a demand for age-inclusive options. Rejuva Minerals showcases an interest in plant-based, mineral-based makeup products, while Victoria Beckham Beauty demonstrates a desire for luxury and high-performance makeup.

Skincare (June 2023 to May 2024)

Skincare trends

The top-growing skincare trends in search data indicate a strong consumer preference for gentle, effective skincare solutions that prioritise balance and clarity. The trend towards facial balancing in skincare reflects a consumer desire for treatments that promote harmony and symmetry in facial features, whereas water-based and oil-based cleansers reflect a demand for tailored cleansing options that cater to different skin types and conditions — hence the rise in searches for PHA toners, known to maintain skin’s pH levels while gentling exfoliating to promote a healthy skin barrier. Additionally, the interest in kojic acid serum highlights a focus on targeted treatments for hyperpigmentation and achieving an even skin tone.

Skincare brands

The search data also reflects a consumer shift towards innovative and science-backed beauty solutions. While Alitura Naturals highlights demand for active and plant-based ingredients, SpoiledChild reflects a demand for more futuristic formulations. Byoma and Geek Gorgeous indicate a growing interest among effective formulations with a focus on affordability. Plus, Glow Recipe’s popularity underscores the trend towards fun, fruit-inspired products that combine efficacy with an enjoyable skincare experience.

Skincare benefits and concerns

Skin concerns like saggy and dehydrated skin highlight a demand for products and facial services that address specific skin issues such as loss of elasticity and moisture retention, respectively. The search for non-toxic products underscores a broader trend towards ingredients consumers perceive as safe, reflecting a growing awareness for skincare that supports overall skin health and avoids potential harmful effects.

Haircare (June 2023 to May 2024)

Haircare trends

As seen in the rising interest in scalp oiling and hair loss topical solutions, consumers are increasingly focused on scalp health and hair strength. The popularity of hair strengthening shampoos and rosemary shampoo highlights a preference for products that not only cleanse but also fortify and nourish the hair. While the interest in low porosity shampoo indicates a growing awareness of individual hair needs and a desire for customised solutions. Overall, these trends suggest that consumers are prioritising comprehensive haircare routines that promote hair health and resilience.

Haircare brands

The top haircare brands in search data reveal that consumers prioritise both luxury and specialised solutions for their haircare needs. Kérastase’s popularity indicates a demand for salon-quality products, while Shaz and Kiks’ draw highlights an interest in ancestral haircare passed down from generation to generation. Duke Cannon’s appeal to masculine grooming needs shows a trend towards highly specific, targeted products. As for treated and damaged hair, consumers are searching for Color Wow and Hi Pro Pac’s treatment-focused offerings, which suggest consumers are seeking intensive care solutions for damaged hair.

Haircare ingredients

The rising popularity of ingredients like wild ginger, rosehip and rosemary suggests a focus on health and wellness, as these components are known for their nourishing and therapeutic properties. The inclusion of strawberry and jojoba indicates an interest in both scent and moisturising qualities, highlighting a desire for products that enhance the sensory experience while providing functional benefits. Overall, these trends suggest that consumers are drawn to plant-based ingredients, increasingly seeking holistic haircare solutions that align with a more health-conscious lifestyle.

Wellness and supplements (June 2023 to May 2024)

Wellness and supplement trends

The top wellness and supplements trends reveal consumers are engaging in a multifaceted approach to health. Interest in tower pilates and Brazilian lymphatic drainage highlights a preference for physical wellness routines that combine fitness with holistic and therapeutic benefits. The popularity of detox supplements and sea moss supplements indicates a growing focus on internal cleansing and nutrient-rich products, especially reflected in the rise in searches for magnesium oil, which suggests an increasing awareness of mineral supplementation for stress relief and muscle recovery.

Wellness and supplement brands

Brands should consider a consumer preference for science-backed and specialised health solutions. Armra and Codeage show an inclination towards innovative, bio-optimised supplements targeting specific health benefits such as gut health and detoxification, while Optibac and Bioray emphasise the importance of a balanced microbiome and toxin-free body. Then, Fatty15’s popularity underscores the trend towards targeted, high-quality fatty acid supplements for cellular health and longevity.

Wellness and supplement ingredients

The top-growing wellness and supplement ingredients in search indicate a wider trend towards targeted nutrition. The rising interest in L-citrulline and L-theanine suggests a focus on enhancing physical performance and cognitive function, respectively. The popularity of black cohosh reflects a desire for herbal-based solutions that combat hormonal and menopausal symptoms. Increased searches for active hexose correlated compound (AHCC) supplements and algae oil highlight a lean towards immune system support and plant-based sources of omega-3 fatty acids.

Bodycare (June 2023 to May 2024)

Bodycare trends

Bodycare trends highlight a consumer shift towards holistic and innovative self-care practices. The increased searches suggests a preference for natural ingredients and products with purported health benefits, as seen with turmeric. The growing popularity of peach body wash reflects a consumer preference for bodycare products that offer both pleasant sensory experiences and nourishing ingredients. The interest in specialised products, such as boob masks and body cleansing oils, indicates a growing focus on comprehensive and targeted skincare routines. Additionally, the popularity of cold plunges points to a desire for incorporating wellness rituals that promote overall physical and mental health.

Bodycare brands

The rising interest in bodycare brands such as Caudalie and L’Occitane indicates a growing consumer preference for premium and specialised personal care products. Consumers are increasingly seeking out brands that offer a luxurious experience and prestige marketing, as evidenced by the popularity of these brands. The focus on targeted solutions, such as those offered by Summer’s Eve for feminine hygiene and Cln Wash for dermatological needs, suggests a demand for products that address specific concerns. Lastly, the appeal of Duke Cannon reflects a trend towards gender-specific and targeted personal care options for men.

Bodycare scents and notes

Consumers are gravitating towards products and ingredients that combine sensory pleasure with functional efficacy in their bodycare routines. Ingredients such as sandalwood and turmeric indicate a preference for traditional and holistic remedies known for healing properties and targeted efficacious results. The popularity of Tahitian vanilla and peach highlights a trend towards fragrant ingredients that enhance feeling of bliss and tallow reflects an interest in rich, moisturising substances that provide deep nourishment. Together, feeling and function pave way for the category.

Fragrance (June 2023 to May 2024)

Fragrance trends

Experimentation and personalisation usher in a new era of scent exploration. The year-on-year growth for discovery sets, pheromone perfumes, and oil-based and roll-on scents suggest consumers are seeking variety as well as the ability to sample before committing to a full-size purchase. Discovery sets are averaging at 1,600 monthly searches, which reflects a strong desire for value and exploration in scent choices. As sample-size scents witness positive growth, fragrance variety in the form of roll-on and oil-based products follow closely behind in a shift towards long-lasting and portable fragrance solutions that appeal to convenience and a desire for subtle scent choices. As consumers seek variety, they are more receptive to experimenting with fragrances that enhance personal allure and attraction (for themselves and others). The rise in pheromone perfumes align with a consumer desire for products that boast confidence-boosting properties. Together, these trends highlight a consumer base increasingly interested in adaptable and sensory-enhancing fragrance options.

Fragrance brands

The fragrance brands turning heads are reflective of storytelling and innovation, spanning luxury, heritage and lifestyle appeal. Xerjoff and Valentino Beauty emphasise exclusivity and craftsmanship, catering to consumers seeking prestige, rare blends and quality in fragrance. Roger Gallet’s increase in search suggests a resurgence in appreciation for traditional, botanical-based fragrances with a rich heritage, while Michel Germain’s growth is indicative of a trend towards accessible luxury and sensuality. As for haircare brand Ouai, it has successfully bridged the gap between the hair world and fragrance; its hybrid portfolio indicates a convergence between beauty and fragrance, which reflects a consumer demand for integrated lifestyle brands with offerings that span multiple categories.

Fragrance scents and notes

Consumers’ fragrance preferences come alive in two worlds: one, familiarity and nostalgia brought about by musks and amber oils; then, fruity and tropical aromas. The search for classic musk and amber oils indicates a desire for comfort and warmth, while the rise of watermelon, pineapple and coconut signifies a craving for fresh and tropical notes that evoke experiences and locations. This suggests an openness to unique and bold fragrances, with a twist of nostalgia. The combination of traditionally masculine notes (musk and amber) and lighter, unisex options (fruits and coconut) reflects a move away from rigid gender norms in fragrance choices that continue to reflect the blossoming gender fluidity in scent.

Nails (May 2023 to April 2024)

Nail trends

The top-growing nail trends reflect a consumer demand for innovative and efficient solutions within the nailcare space. The desire for customisable and novelty nail designs can be seen through the popularity of colour-changing gel and chrome French styles, which both allow room for personal expression. Convenience and durability are evident in the rising interest for gel nail stickers and rubber base gel, offering long-lasting alternatives. Lastly, the rise of the Russian manicure underscores a preference for precision and professional-grade techniques, as well as a shift towards meticulous and polished nail aesthetics.

Nail brands

Among the most popular nail brands is a mixture of care-focused (Caudalie hand and nail cream, for example), colourful and long-lasting options. The interest in artistry and individuality can be seen through brands Ethereal Lacquer and Daisy DND, which offer unique colours and finishes that cater to a diverse array of personal styles. Piggy Paint is positioned as a suitable option for younger consumers who seek at-home manicure solutions. Meanwhile, IBD Beauty’s focus on professional-grade products reflects a growing trend towards do-it-yourself, salon-quality treatments.

Nail colours and finishes

Sophistication, individuality and creativity are among the key themes for nail colours and finishes. The appeal of copper and metallic finishes highlights a desire for luxurious and bold nail art that stands out with a reflective quality, while the berry and pearl trends indicate a lean towards richer, more elegant colours with a refined aesthetic. Sculpted designs reflect an interest in three-dimensional nail art, underscoring a shift towards unique and intricate nail looks.

Makeup (May 2023 to April 2024)

Makeup trends

The rising search trends for silicone primer, tubing mascara, multichrome eyeshadow, cluster lashes and eyebrow stain indicate a consumer shift towards long-lasting, high-performance and customisable makeup products. These trends indicate a preference for innovative formulas — such as tubing mascara or silicone primer — that offer durability and ease of use. Multichrome eyeshadow and cluster lashes reflect a desire for expressive, bold looks with unique finishes. Meanwhile, the increasing interest in eyebrow stain points to a growing focus on low-maintenance beauty solutions that deliver semi-permanent results.

Makeup concerns

Growth across search for products that tackle textured skin, foundation transfer, eyebags, mature skin and comedogenic concerns indicate a consumer focus on achieving a flawless and long-lasting complexion. These concerns reveal an increasing demand for skincare and makeup solutions that address specific skin issues, such as smoothing texture and preventing product transfer. The emphasis on eyebags and mature skin highlights a desire for benefit-driven options that cater to different life stages, while concerns around comedogenic products suggests consumers are increasingly clued-up on — and looking to avoid — formulations that clog pores and trigger breakouts.

Makeup brands

The top-growing makeup brands — Typology, Tower 28 Beauty, Beauty Creations, Unleashia and Laura Geller — reflect a wider shift towards diverse, inclusive and innovative beauty solutions. These brands are known for their emphasis on skin-friendly ingredients (Typology and Tower 28 Beauty), as well as their playful and expressive cosmetic offerings (Beauty Creations and Unleashia). The popularity of Laura Geller reinforces the demand for products that cater to mature skin types via age-appropriate solutions. Overall, consumers are seeking brands that offer transparency, are tailored to various skin types and concerns, and strike the perfect balance between skincare and makeup.

Skincare (May 2023 to April 2024)

Skincare trends

Among the skincare trends gaining the most ground, there is a clear consumer preference for products that emphasise safety, effectiveness and innovation. Water-based SPFs and snail cream highlight a shift towards lightweight and hydrating formulations that cater to sensitive skin while offering multifunctional benefits. The interest in filler dissolvers and nano-infusion treatments reflects a demand for minimally invasive cosmetic procedures that provide quick and visible results. Kojic acid serum’s popularity underscores a desire for targeted solutions to hyperpigmentation, demonstrating a wider trend towards clearing and evening skin tone via potent active ingredients.

Skincare ingredients

Scientifically backed, versatile and natural ingredients are being prioritised by skincare consumers in their ingredient choices. Butylene glycol and propanediol indicate a demand for effective humectants that enhance moisture retention without causing irritation. Sulfur and kojic acid, meanwhile, focus on targeted treatments for acne and hyperpigmentation. The rise in searches for pomegranate oil points to a desire for natural antioxidants, emphasising the want for anti-ageing and skin-protective properties.

Skincare brands

The top-growing skincare brands represent a blend of high-tech beauty tools, traditional and innovative skincare solutions, and luxury experiences. Currentbody’s popularity indicates an increasing interest in at-home beauty devices offering professional-level results. Illiyoon and Etude House signify a strong preference for K-beauty products — valued for their gentle, effective and often unique formulations. The rise of Byoma underscores a trend towards barrier-boosting, science-driven skincare, while YSL Beauty reflects a continued demand for luxury brands that combine skincare with sophisticated aesthetics and branding.

Hair (May 2023 to April 2024)

Hair colour trends

The top-growing hair colour trends suggest that consumers are gravitating towards subtle yet sophisticated shades that can be both natural and bold. Popular colours like milk tea and creamy blonde indicate a preference for soft, more muted tones with a luxurious finish, while the rise of cherry-red and bronde balayage highlights a desire for versatility and dimension, blending rich vibrant colours with natural bases. Overall, these trends reflect a move towards personalised high-quality colour treatments that enhance individuality and maintain a polished appearance.

Hairstyle trends

Consumers are seeking creative expression and practicality in their hairstyle choices. The popularity of rave hairstyles points to a desire for playful, vibrant and experimental looks, often influenced by cultural moments or festivals. By contrast, loose and athletic hairstyles suggest a need for convenience and versatility, catering to active lifestyles and everyday ease. Barrel twists showcase a preference for textured hair that is stylish and structured, while striking the balance between sophistication and easy maintenance.

Hair colour brands

The line-up of colour brands gaining the most traction reveals that consumers are prioritising quality, natural ingredients and innovative solutions across haircare more broadly. Christophe Robin and Tints of Nature reflect a demand for luxurious, eco-friendly options that emphasise natural ingredients and gentle formulations. Aveda’s popularity underscores a commitment to sustainability and plant-based products. Meanwhile, Mofajang and Redken highlight a desire for creative versatile colour solutions that offer professional-grade results and cater to diverse styling needs.

Supplements (May 2023 to April 2024)

Supplement trends

The growing search trends for supplements like manganese, PMDD, astaxanthin, AHCC and silica suggest a consumer shift towards personalised and condition-specific health solutions. There’s a clear increasing awareness and proactive approach to managing specific health issues, such as hormonal imbalances, immune support and skin health. Consumers also prefer alternative, ‘natural’ remedies, as seen with interest in unique compounds like astaxanthin and AHCC. Brands should consider highlighting these ingredients or other components that look to target similar health concerns.

Supplement brands

Top-growing selfcare brands like Vicks, Bragg, Optibac, Mommy’s Bliss and Qunol reflect a trend towards health-focused and preventative products. Vicks is a traditionally ‘medicinal’ brand that’s successfully venturing into supplementation as consumer interest in their ZzzQuil Pure Zzzs Melatonin Gummies continues to grow. Bragg and Optibac offer natural and probiotic options, including apple cider vinegar supplements and probiotics for women, respectively. Mommy’s Bliss caters to family health, particularly for infants and children, demonstrating an increased focus on safe and effective products for all family members.

Supplement ingredients

The rising popularity in searches for supplement ingredients suggests an increased focus on preventative health and functional benefits, with consumers seeking ingredients that support specific needs like cardiovascular health, cognitive function, hormonal balance and metabolism. Rutin, a bioflavonoid found in certain fruits and vegetables, is known for its antioxidant properties, its potential to reduce inflammation and, along with amino acid L-citrulline, the improvement of blood circulation. Meanwhile, L-theanine — an amino acid primarily found in tea leaves — is praised for its calming effects and ability to enhance cognitive function without causing drowsiness. These trends underscore a growing awareness and demand for natural ingredients that offer targeted health benefits, as well as a need to further the education around supplementation.

Bodycare (April 2023 to March 2024)

Bodycare trends

The growing interest in glycolic body lotion and vitamin C body lotion reflects a consumer focus on targeted skincare solutions that address specific skin concerns, from exfoliation to brightening. The popularity of vanilla body wash suggests a desire for familiar, comforting scents across personal care products, emphasising the importance of sensory experiences when making purchase decisions. Additionally, tallow soap highlights a resurgence in traditional and natural ingredients, as consumers seek simpler formulations and more authentic, time-tested remedies for their skincare needs. Silicone body scrubbers, meanwhile, indicate a preference for bath and body tools.

Bodycare brands

The rise of brands like Goodwipes represents a growing interest in convenient, on-the-go skincare solutions, catering to busy lifestyles and a need for practicality. Maui Moisture, Nakery Beauty and Native’s popularity reflects a trend towards accessible and effective products, while the emergence of Cln highlights a demand for skincare brands that prioritise transparency and efficacy.

Bodycare ingredients

The increasing interest in turmeric and tallow reflects a consumer preference for natural and holistic ingredients, driven by a desire for skincare solutions rooted in traditional remedies and alternative medicine. The growth in glycolic acid suggests an increasing acknowledgment of the efficacy in time-tested ingredients as well as scientifically backed formulations, which cater to specific bodycare needs. Underscoring the trend towards DIY skincare solutions, baking powder reflects a consumer desire for accessible and versatile ingredients when it comes to beauty routines — emphasising empowerment and customisation across selfcare practices.

Fragrance (April 2023 to March 2024)

Fragrance trends

Rising searches for caramel, cherry and gourmand fragrances reflects a growing consumer interest in sweet and indulgent scents. A trend for fragrances that evoke both comfort and nostalgia, it aligns with a desire for familiar and comforting experiences. Meanwhile, roll-on perfumes indicate a shift towards convenience and portability, catering to consumers that seek on-the-go fragrance options. Perfume subscriptions signify a desire for personalised and hassle-free shopping experiences, whereby consumers are offered a curated selection of scents tailored to their preferences.

Fragrance brands

The increasing popularity of niche fragrance brands like Ffern and Nemat implies a growing consumer interest in unique and artisanal scents, indicating a desire for individuality and exclusivity. Lucky Brand and Dr Squatch each cater to those seeking more accessible fragrances. Michel Germain’s rise may indicate a demand for timeless and classic scents that appeal to consumers who appreciate sophistication and refinement.

Fragrance scents and notes

The surge in searches for davana, amber and patchouli fragrance notes shows growing interest in earthy gourmand scents, while the popularity of brown sugar and orange scents indicates a preference for sweet and uplifting gourmands. Across these trends, there’s a common theme of consumers seeking olfactory experiences that evoke a warmth, depth and richness.

Nails (April 2023 to March 2024)

Nail trends

The rise in searches for Western nail designs reflects a wider interest in the Western aesthetic this year. Meanwhile, growth in searches for rubber base gel relates to consumers hunting down durability and longevity in their nail treatments, reflecting a preference for low-maintenance yet high-quality products. The popularity of gel nail stickers suggests a demand for both convenient and customisable nail art options — catering to those seeking creative expression with ease. Pink chrome nails and chrome tip nails demonstrate a broader trend towards metallic and reflective finishes, alongside a desire for glamorous and sophisticated nail aesthetics.

Nail brands

The surge in searches for DermaNail suggests a growing consumer interest in specialised nailcare solutions that indicate a focus on nail health and maintenance, while Blossom Beauty’s rise reflects a preference for organic and natural ingredients. DND’s long-lasting and professional-grade gel nail systems serve consumers looking to achieve salon-like results from home. Dazzle Dry’s appeal lies in its quick-drying and chip-resistant formulas that cater to busy individuals seeking efficient yet durable nail polish options. The growth of Chanel nail polish highlights the consumer’s appetite for nail products from luxury houses.

Nail colours and finishes

The popularity of copper and chrome nail colours reflects a consumer preference for more metallic tones and high-shine finishes that offer a richness and sophistication. Shimmer nail colours cater to consumers seeking a touch of sparkle and glamour in their nail designs through subtle yet eye-catching finishes. Transparent and iridescent nails signify a growing interest in minimalistic and ethereal nail choices, with searches for iridescent nails specifically reflecting a preference for versatile and whimsical designs.

Makeup (April 2023 to March 2024)

Makeup trends

Rising searches for electric makeup brush cleaners reflects a growing interest for convenience when it comes to beauty hygiene. The growth across silicone primers reflects an interest in smooth, pore-minimising bases with a focus on flawless skin texture. Water-based foundation searches signal a consumer shift towards lighter, breathable formulas that emphasise a natural, dewy complexion over heavy coverage. Tubing mascaras and brow stains underscore trends towards long-lasting, smudge-proof makeup, as well as desires for products that withstand busy lifestyles without demanding constant touch-ups.

Makeup brands

Heightened demand for Christian Louboutin’s luxury lipsticks showcases a consumer willingness to invest in prestige brands. Fièra Cosmetics’s emergence highlights a preference for inclusive brands that offer products suitable for various skin tones and textures. Patrick Ta’s search success highlights the power of a high-profile name, while the success of RMS Beauty reflects consumer interest towards brands that value communication and non-toxic products.

Makeup benefits

The climbing interest towards thicker brows suggests a departure from overly groomed looks to an embrace of natural features that favour authenticity and individuality. Searches for glowy makeup indicate a continued preference for radiant, luminous skin that leave a healthy, dewy complexion. Searches for setting showcases a focus on makeup longevity and durability, as more consumers prioritise products that keep their makeup intact throughout the day. Poreless and non-comedogenic search queries reveal a concern for skincare properties within makeup offerings, emphasising a desire for products that not only enhance appearance but also promote skin health and prevent breakouts.

Skincare (March 2023 to February 2024)

Skincare trends

The rising preppy skincare trend suggests that, for some consumers, product packaging is front of mind when selecting skincare. The steady demand for PHA toner supports the shift towards gentler exfoliation methods, as well as the preference for skincare products that prioritise skin health and sensitivity. The appeal of snail mucin cream, kojic acid soap and rice face masks underscore a growing interest in Asian beauty rituals, which emphasise a fascination with ancient traditions and ingredients known for their brightening and rejuvenating properties.

Skincare brands

The popularity of skincare brands Beauty of Joseon, Goodal and Sulwhasoo suggests a growing fascination with K-beauty brands in particular, reinforcing a trend towards Asian beauty philosophies and ingredients. Medik8’s gaining traction supports the rising demand for science-backed skincare products that prioritise both efficacy and results-driven solutions. The attention captured by Ecooking represents a wider shift towards eco-conscious and sustainable skincare choices, signalling a preference for brands that prioritise natural ingredients and ethical practices. Collectively, these brands signify a diverse range of consumer interests, spanning from traditional Asian beauty to science-based formulations and eco-friendly approaches — reflective of a multifaceted approach to skincare consumption.

Skincare ingredients

The rising demand for marine collagen reflects a growing preference for marine-derived ingredients, as well as a wider trend towards exploratory skincare sources. The surge in interest for kojic acid suggests brightening and pigmentation-correcting solutions are on the rise, with a focus on even complexions and hyperpigmentation concerns. Sesame oil and castor oil feed into the embrace of natural and nourishing oils within skincare, emphasising a preference for holistic and ingredient-conscious beauty routines. The resurgence of sulfur in skincare searches signifies a return to traditional remedies for treating acne and skin conditions, showcasing a desire for effective yet gentle solutions rooted in historical practices.

Hair colour (February 2023 to January 2024)

Hair colour trends

The growing interest in high-lift colour suggests consumers are seeking out colour products that prioritise hair health. The popularity of applicator bottles indicates a demand for convenient and precise application methods that align with DIY haircare routines. Hair glaze and hair gloss trends lean towards a consumer focus on enhancing shine and maintaining colour vibrancy — demonstrating a desire for polished and healthy-looking locks. The interest in colour care shampoo highlights a commitment to preserving hair colour integrity while prolonging salon results.

Hair colour brands

The continued rise of Kérastase suggests a willingness among consumers to invest in high-quality haircare solutions that maximise at-home results. Surya Brasil’s growth hints at an increasing interest in both natural and organic hair colour options. Color&Co’s popularity indicates a desire for more personalised hair colour solutions that cater to individual preferences and needs in the comfort of consumers’ homes. Just For Men focuses on men’s grooming and self-care, with rising searches for the brand highlighting the opportunity for colouring products that target male grooming needs.

Hair colours

Cherry cola and apricot hair colours are surging across search, which reflects a growing interest in bold and unconventional red hues. Meanwhile, the popularity of tweed and hazelnut tones indicates a preference for natural and earthy colour palettes. Beige blonde’s popularity indicates a shift towards softer and more muted blonde shades, reflecting a desire for versatility and low-maintenance hair colours that complement various skin tones.

Supplements and ingestibles (March 2023 to February 2024)

Supplement and ingestible trends

The top growing trends in supplements and ingestibles, such as lion’s mane, NMN and lycopene, indicate significant consumer interest in products that promote energy while offering anti-ageing benefits. The increasing popularity of magnesium oil demonstrates consumers’ keen interest in supporting muscle health and relaxation. Similarly, the rising search queries for GLA supplements signify a consumer desire for targeted support through ingestible products.

Supplement and ingestible brands

The increasing interest in NativePath reinforces the popularity of their Collagen Peptide product. Searches for Happy Mammoth and Winged Wellness underscore the desire for female-specific supplements, indicating an opportunity for brands that cater to women’s needs. The high search volume of brand Moon Juice underscores the success of their Moon Juice Magnesium product. Furthermore, the rise in searches for Cocoavia indicates consumer curiosity around the company’s health focus as well as its products — including the quest for customer reviews.

Supplement and ingestible ingredients

Growing ingredient searches alongside supplements like castor oil and shilajit highlight a wider interest in detoxification. The growth in searches for cayenne pepper and lion’s mane reveals the strong desire for ingestible products that seek to support energy and inflammation. Magnesium’s growth in searches reflects a strong consumer desire for supplements that help support recovery, relaxation, and even sleep.

Bodycare (March 2023 to February 2024)

Bodycare trends

The increasing interest in anti-chafe products indicates a consumer focus on building comfort and practicality into daily routines while highlighting a demand for solutions that address discomfort. Silicone body scrubbers symbolise a move towards durable, reusable alternatives to traditional loofahs for physical exfoliation. The popularity of turmeric soap mirrors a growing fascination with effective natural ingredients in bodycare products. Meanwhile, the emergence of the “everything shower”, as well as trending vanilla body washes, suggest a desire for both convenience and indulgence as consumers seek multipurpose products that simplify their self-care routines while providing sensory experiences.

Bodycare brands

Increased searches for Naturium reflects consumers’ growing emphasis on bodycare solutions that feature trending ingredients and innovative formulations. The rise in searches for brands such as Eos and Touchland underscores the significance of accessibility for brands in gaining consumer awareness. Duke Cannon’s surge in interest indicates the performance potential for body-focused products catering to male grooming needs. The presence of Cln among the top growing brands suggests a rising interest in dermatologist-recommended products, showcasing consumer trust in science-backed skincare solutions for various skin concerns, particularly eczema.

Bodycare ingredients

The growing interest in beef tallow and turmeric suggests a fascination with natural bodycare ingredients, as well as a preference for straightforward and efficient bodycare choices. The popularity of vanilla oil shows a leaning towards indulgent bodycare, aligning with a trend towards selfcare rituals that cater to both physical and emotional comfort. Ingredients like hyaluronic acid and glycolic acid signal a rising consumer emphasis on science-backed formulations and skincare technologies while showcasing a demand for products that deliver visible results by targeting specific skin concerns.

Fragrance (February 2023 to January 2024)

Fragrance trends

The rising interest in pistachio, vanilla, caramel and peach fragrances indicates a growing preference for gourmand scents. The growth in searches for vanilla and caramel fragrances reveals that consumers are drawn to scents that offer a sense of familiarity and nostalgia. Meanwhile, the popularity of discovery sets suggests a desire for variety and exploration, allowing consumers to experiment with different scents and find their signature. Overall, these trends reflect a shift towards fragrances that evoke sensory experiences tied to sweetness, warmth and personal expression.

Fragrance brands

The growing popularity of brands like Nemat and Kyse Perfumes suggests a rising interest in niche and artisanal fragrance options. Growing searches for Dr Squatch’s cologne showcases the opportunity for brands with a familiar scent to branch into fragrance. Search surges for By Rosie Jane and Dedcool represent a consumer interest in non-toxic products that often prioritise natural ingredients, as well as transparency.

Fragrance scents

High interest in vanilla, amber, musk, brown sugar and caramel scents reflects a consumer preference for warm, inviting and indulgent fragrance notes — these gourmand scents evoke feelings of comfort, more specifically. The shift towards gourmand fragrances is largely due to the multisensory experiences they offer, reminiscent of both cosy moments and sweet treats.

Nails (February 2023 to January 2024)

Nail trends

The growing interest in rubber base gel and semi-cured nail strips highlights the consumer’s growing curiosity for experimental nail products. Additionally, the popularity of chrome and metallic finishes indicates a preference for eye-catching designs. These trends highlight a consumer demand for innovative nail products that provide both style and practicality.

Nail brands

The growth in searches for Kiss highlights the modern consumer’s interest in press-on nails. Meanwhile, the rise of Ethereal Lacquer, Pear Nova, and Nine Zero Lacquer reflects a growing interest in indie and niche brands that indicate a desire for more unique and personalised nail experiences. The growth in searches for Mischo Beauty suggests that consumers are interested in clean, luxury nail products.

Nail colours and finishes

Top-growing nail colours like berry and chocolate brown reveal a customer interest in deeper tones for this season. The rise of chrome, metallic and frosted finishes indicates a preference for bold nail looks, and a desire for self-expression through nail design. Overall, these trends underscore a shift towards classic yet bold nail colours and finishes that cater to both everyday wear and special occasions.

Makeup (February 2023 to January 2024)

Makeup trends

The growing popularity of peel-off lip stain and silicone primer suggests a consumer preference for long-lasting makeup solutions that are convenient, easy and even satisfying to apply. Wet-set lashes and Douyin makeup lean towards a desire for the wet-effect look. Meanwhile, the growth in searches for preppy makeup signifies an interest in both the aesthetic and packaging of beauty products.

Makeup brands

The popularity of Fièra Cosmetics reflects an interest in products marketed for the mature woman, while Patrick Ta’s popularity targets the growing interest in products created by celebrity makeup artists. Searches for Summer Fridays supports the consumer preference for makeup products driven by skincare ingredients. Jung Saem Mool’s rise in popularity reveals the impact of K-Beauty beyond just skincare. The rise in searches for Unicorn Snot indicates a playful and experimental approach to makeup, with consumers seeking products that allow them to express their creativity and individuality through bold, unconventional choices.

Makeup benefits

The benefits of weightless, non-toxic and dewy skin makeup are rising to the fore in consumer preferences, as products that enhance natural beauty without feeling heavy or harmful to the skin are growing in popularity. Emphasis on glowy and dewy skin aligns with a broader trend towards radiant, healthy-looking complexions that indicate a preference for skincare-infused makeup providing long-lasting hydration and luminosity. The growing awareness of the importance of sun protection is boosting interest in reapplying SPF through makeup products, as consumers desire more convenient, multi-functional products that can simplify skincare routines.

Skincare (February 2023 to January 2024)

Skincare trends

Top-growing skincare trends, like preppy skincare and skin flooding, reveal a preference for holistic skincare practices and aesthetics. This is a signal for brands to pay attention to the skincare “experience” when developing new products or packaging. The pumpkin enzyme mask trend suggests a preference for products perceived to be clean or organic; or made from familiar ingredients. Skin flooding and water-based cleansers offer both hydration and gentle cleansing, highlighting a desire for products that are effective yet gentle on the skin. Trending Aviclear laser treatments reinforce interest in advanced skincare technologies, and a willingness to invest in high-tech solutions that combat acne-prone skin. Overall, these trends reflect consumer behaviour that values efficacy, natural ingredients and advanced technologies in skincare.

Skincare brands

Skincare brands among top searches reflect the value of innovation, inclusivity and effectiveness for consumers. Brands like Kosé and Futurewise, focusing on advanced formulations and cutting-edge technologies, appeal to consumers who seek high-performance skincare solutions. Meanwhile, Woolzies and Dermaclara prioritise natural and clean ingredients that resonate with consumers who prioritise sustainability and transparency. The spike in searches for Daxxify indicates that consumers are doing their research before heading to the dermatologist or aesthetician.

Skincare ingredients

Trending skincare ingredients across search data highlights the importance of both natural and science-backed solutions. Madecassoside, birch and kojic acid indicate a consumer preference for botanical and traditional ingredients, while exosomes and polypeptides suggest consumers are seeking out advanced and innovative skincare solutions. The growth in searches for kojic acid emphasises a focus on brightening and evening skin tone, as well as a preference for products with proven efficacy and visible results. Natural, innovative and effective skincare solutions are currently highly valued by consumers.

Haircare (February 2023 to January 2024)

Haircare trends

The growing interest in split end trimmers reflects a consumer focus on hair health and maintenance, with an emphasis on prevention over reactive treatments. Products like Chebe hair butter indicate a preference for natural ingredients and traditional remedies, aligning with a broader movement towards clean beauty. Meanwhile, scalp derma rollers demonstrate a shift towards holistic approaches to haircare that position scalp health as central to strong, vibrant locks. Increasing interest in such hair health tools offers an opportunity for haircare or hair tool brands, alike. Amino acid hair treatments and pre-wash routines show heightened demand for specialised and targeted solutions tailored to individual hair needs, as well as a desire for personalised and effective haircare regimens.

Haircare brands

The growth in searches for Hers reflects the desire among consumers to find effective hair growth solutions. Searches for K-beauty brand Dashu suggest a rising demand for men’s haircare solutions, as well as an interest in Korean hair brands and K-beauty skincare. SGX NYC’s popularity reflects a want for accessible dry shampoo powders, while both Amika and Native s search success is driven by queries related to shampoo products.

Haircare ingredients

The surge in searches for tamanu oil, pectin and seaweed reflects a growing demand for natural ingredients that offer holistic and sustainable beauty solutions. The growth in searches for magnesium and melatonin for haircare products specific to hair loss concerns aligns with broader wellness trends in haircare. Lastly, consumer interest in seaweed highlights a shift towards marine-based ingredients known for their nourishing and fortifying properties, catering to consumers seeking rejuvenating and environmentally friendly haircare options.

Wellness and supplement trends

The continued growth in anti-ageing and cellular health is supported by the rising interest in NMN and NAD supplements — consumers are continuing the shift towards proactive well-being. Lion’s mane supplements remain popular for those with a desire for mental clarity and improved brain function, as awareness increases among cognitive health. The prominence of magnesium bisglycinate signifies a heightened emphasis on sleep and stress management, aligning with a holistic approach to overall wellness. Search rises for lycopene supplements may indicate a rising concern in cardiovascular health and showcase a proactive attitude towards preventing chronic diseases.

Wellness and supplement brands

The surge in searches for Happy Mammoth and Primaforce reflects a growing consumer interest in holistic wellness, encompassing both physical and mental health. Symprove’s prominence underscores an increasing focus on gut health, as well as recognition of its role in overall well-being. LMNT’s rising search data demonstrates heightened awareness of the need for electrolyte balance and hydration across the fitness and wellness community. The presence of Arrae among top-growing brands points towards a trend in natural remedies or supplements for stress management and hormonal balance, in another holistic approach to health.

Wellness and supplement ingredients

Further interest in serine as an ingredient reflects a focus on cognitive health and stress management for consumers, as well as a desire for mental well-being. The growing popularity of shilajit references a rising trend in natural and traditional recipes to support overall vitality and energy. NMN’s prominence shows a significant consumer shift towards anti-ageing and longevity solutions, while search data for lion’s mane and cayenne pepper suggests a collective interest in natural ingredients for combatting cognitive function and metabolic support; reflective of a broader preference for holistic approaches to well-being.

Bodycare trends

More consumers are prioritising holistic well-being, as interest in magnesium flakes grows, suggesting a focus on relaxation and stress relief through mineral-rich bath products. The increasing popularity of silicone body scrubbers feeds into the desire for bodycare tools, while the prevalence of hyaluronic acid body lotion signals a demand for skincare products that offer deep hydration and emphasise long-term skin health. Vanilla body wash is popular for its vanilla scent and multiple usage in daily regimens. Lastly, the growth in searches for tallow soap indicates a preference for natural and familiar ingredients that showcase a return to simple, nourishing formulations in bodycare routines.

Bodycare brands

Patrick Ta’s cult bodycare products signal a growing want for luxury and indulgence when it comes to bodycare. Consumer emphasis on sun protection and skincare is evident in the prominence of Supergoop!, which implies a heightened awareness of the importance of UV protection and overall skin health; Hawaiian Tropic’s popularity also supports the importance of UV protection in bodycare. The success of Native Essentials and Carol’s Daughter suggests a strong inclination towards natural and clean beauty, emphasising a shift towards conscious and transparent ingredient choices in bodycare products.

Bodycare ingredients

Top bodycare ingredient searches for hyaluronic acid reflect a prioritisation of hydration below the neck. The resurgence of beef tallow, as well as sesame oil, plays into the growing interest for traditional and natural ingredients, alongside a return to simple, time-tested formulations across bodycare. Triamcinolone acetonide’s presence indicates a consumer focus on specific skin conditions and dermatological concerns that are targeted by effective solutions. The prevalence of glycolic acid suggests an increasing desire for chemical exfoliation and resurfacing in a commitment to advanced techniques that improve skin texture and tone beyond the face.

Fragrance trends

Pistachio perfume is growing in interest, suggesting a desire for unique and unconventional scent profiles that indicate a shift away from traditional fragrance choices. The popularity of summer fragrance reflects seasonal preferences and a consumer inclination to tailor scents to specific times of the year --- the respective connection between fragrance and mood offers a great opportunity for brands to reframe summer scents. Pheromone perfumes, meanwhile, signify an interest in products that claim to enhance attraction, showcasing a focus on the olfactory aspect of personal relationships. The trend towards caramel and peach perfumes indicates increasing demand for gourmand scents, which offer sweet and fruity notes.

Fragrance brands

The surge in searches for Dr. Squatch suggests a growing interest in cologne products from an already reliable male grooming source. Kyse Perfumes s popularity --- known for its niche and artisanal fragrances --- showcases a consumer desire for unique and personalised scent experiences. Ex Nihilo s presence among top searched points to a trend in luxury and exclusivity for fragrance choices, whereby shoppers are willing to invest in premium olfactory experiences. By Rosie Jane and Nemat are gaining traction in the clean and sustainable beauty space, emphasising a preference for brands to align with ethical and environmentally conscious values.

Fragrance notes

Vanilla scents and their timeless appeal are seeing a hike in interest, as classic, comforting and nostalgic fragrance notes that evoke familiarity and warmth prove a hit with consumers. Musk s popularity indicates a desire for sensual and alluring scents, as well as a focus on personal allure and attraction. The trend towards amber scents underscores an appreciation for rich and exotic fragrance profiles that have an air of opulence and sophistication. Search surges for caramel and brown sugar scents suggest a growing fascination with gourmand fragrances and a preference for sweet, indulgent olfactory experiences.

Nail trends

Consumer interest in rubber base gel is on the up, with a preference for durable and flexible nail enhancements, customers are seeking long-lasting and resilient manicure solutions. The growing popularity of lip gloss nails lies in their glossy finishes and neutral tones, showcasing a trend towards subtle, yet polished, nail aesthetics. Meanwhile, the emergence of semi-cured gel strips ties into the desire for convenient and time-efficient nail applications — reinforcing a shift towards hassle-free beauty routines. The metallic, futuristic design of chrome tip nails has sustained interest from consumers, as well as Russian manicures that tap into the importance of intricate and well-maintained nails through precise nailcare techniques.

Nail brands

The popularity of Kiss Impress’s convenient and easy-to-apply nail solutions indicates a desire for quick and hassle-free manicures. Ethereal Lacquer’s success points towards a consumer preference for creative and distinctive nail polish options. Interest in vegan and cruelty-free beauty brand Ella+Mila underscores a consumer demand for ethical and sustainable nailcare options, while Sundays’s nail polish popularity supports the trend towards clean and non-toxic formulations. Consumers are ultimately prioritising healthier alternatives in their nailcare routines. The presence of DND gel proves that demand for salon-quality gel products remains, with consumers investing in professional-grade nail enhancements that create long-lasting and durable results.

Nail colours

Trends in bold and attention-grabbing manicures are supported by increasing interest in chrome nail colours that offer futuristic and reflective finishes, while the appeal of copper and bronze hues suggests a contrasting desire for warmer tones, alongside. The popularity of berry shades indicates a preference for rich and versatile hues that are both elegant and timeless. Metallic nail colours reflect a desire for high-shine and modern finishes while showcasing a preference for edgy and fashion-forward manicure choices.

The surge in interest for wet-set lashes and dark feminine makeup indicates a shared consumer lean towards bold and expressive beauty, showcasing a collective desire for impactful eye looks. The prominence of Douyin makeup underscores the influence of international social media platforms, supporting the growing impact of digital communities on beauty preferences. The emergence of latte makeup and colour-changing lip gloss reflects a trend for natural and versatile makeup choices, underlining a common preference for simplicity and adaptability in beauty routines.

The growth in searches for Fièra Cosmetics, driven by their anti-aging concealer, suggests a consumer focus on skincare benefits integrated into makeup products. The popularity of BK Beauty and their makeup brushes points to a heightened emphasis on quality tools in beauty routines. Summer Fridays’s diverse product searches, particularly for the skin tint and lip balm, indicate a preference for brands offering a holistic range of skincare-driven makeup solutions. Growing searches for Dibs Beauty’s makeup sticks, as well as the brand itself, highlight a consumer interest in convenient and portable beauty products, aligning with a trend for on-the-go and accessible beauty solutions.

Increasing searches for glowy, sun-kissed and dewy skin benefits indicate a collective consumer preference for radiant and natural-looking makeup finishes, tying into the broader trend of healthy and luminous complexions. The emphasis on weightlessness in searches for lip stains and foundations suggests a growing demand for lightweight and comfortable makeup options, suggesting a shift away from heavier formulations. Overall, these trends underscore a consumer-driven movement towards makeup choices that prioritise freshness, comfort and the seamless integration of skincare principles into beauty routines.

The growth in searches for aviclear laser suggests consumers are interested in intensive treatments that provide long-lasting effects. The popularity of milky toners and growing searches for skin flooding reflects an increased focus on intensive hydration. The sustained demand for star pimple patches indicates a continued emphasis on targeted and effective acne treatments, feeding into a desire for innovative yet practical solutions that make skincare a little more fun. The interest in water-based cleansers signals a preference for lightweight and refreshing formulas.

Byoma’s growing search popularity highlights a climbing demand for barrier-building products. Searches for Skin1004 indicate a focus on simplicity and efficacy, suggesting a preference for straightforward and reliable skincare formulations. The sustained prominence of Beauty of Joseon supports consumer interest in products that repackage Korean ingredients at an accessible price point. Searches for Vibriance’s Super C Serum demonstrate the impact a successful and effective product can have on a brand’s overall relevance. The growth in searches for Agency reveals that consumers are looking towards more personalised products for anti-ageing solutions.

The increasing interest in polypeptides suggests a consumer focus on both advanced anti-ageing and skin rejuvenation, coupled with a desire for high-performance ingredients in skincare. The popularity of heartleaf and snail mucin in search data indicates interest in traditional Korean skincare ingredients that work. Searches for kojic acid highlights a rising demand for brightening and hyperpigmentation-targeting ingredients, emphasising a growing desire for even skin tone and alternative acid products. The prominence of polyglutamic acid signals a growing preference for intense hydration and moisture retention.

The growing popularity of split end trimmers in search highlights a consumer interest in hair tools that proactively support hair health. The sustained growth in searches for chebe hair butter suggests interest in natural and traditional ingredients, reflecting a preference for holistic and culturally-inspired beauty solutions when it comes to haircare. Searches for hair pre-wash reveals consumers are not concerned with adding more steps to their cleansing routine, and hope to get the most out of their wash day. The interest in lightweight conditioners and hair bonding treatments suggests consumer demand for effective yet weightless solutions, indicating a desire for products that balance nourishment with a non-greasy, manageable feel.

The increasing search interest in Hers suggests a consumer shift towards personalised and inclusive haircare solutions with a desire for products tailored to individual needs. The popularity of Aromatica points to a rising demand for sustainable beauty choices, coupled with a growing consciousness about the environmental impact of haircare. Dae Hair’s search prominence indicates a preference for brands that focus on botanical ingredients and simplicity in haircare routines. The search trend for SGX NYC and Necessaire emphasises a consumer interest in innovative formulations and packaging, showcasing a demand for modern, aesthetically-pleasing products that also deliver effective results.

The increasing focus on haircare products without sodium sulphate suggests a consumer preference for gentler and sulphate-free formulations, reflecting a growing awareness of potential irritants across haircare. The popularity of pectin in search data indicates a trend towards natural and plant-based ingredients that are still effective. The growth in searches for ciclopirox reveals a rising demand for specialised and targeted treatments, as well as a shift towards solutions that address specific scalp or hair concerns. Searches for melatonin alongside haircare reflects a growing interest in holistic approaches to hair health. The prominence of Ayurvedic oil suggests a consumer inclination towards traditional and culturally-inspired beauty practices, showcasing a desire for time-tested natural remedies in haircare routines.

The growing interest in wellness trends such as NMN and DMAE supplements reflects a consumer shift towards proactive health management, seeking supplements that claim to enhance cognitive function and support overall wellbeing. Mouth taping, associated with improving breathing patterns during sleep, suggests a focus on sleep hygiene and its impact on holistic health. Lion’s Mane supplement’s rising popularity indicates a keen interest in natural solutions for cognitive health and potential nootropic benefits. The increased search for magnesium bisglycinate underscores the importance of recovery via supplementation through a consumer lens.

The growth in searches for wellness brands, such as Happy Mammoth and Jshealth, are gaining traction for their holistic approaches to supplementation. Searches for Happy Mammoth and Winged Wellness support the consumer’s interest in hormone support. Winged Wellness is likely appealing to those seeking women-centric wellness solutions, while Naturalslim’s surge is linked to weight management via ingestibles. The brand Mitoq stands out for its focus on mitochondrial health, aligning with a growing interest in advanced biohacking.

The surge in searches for supplements and ingestible ingredients like exosomes, colostrum, Himalayan salt, NMN and cayenne pepper suggests a growing interest in both unconventional and natural health solutions. Consumers are increasingly exploring cutting-edge options, such as exosome injections and NMN capsules, indicating a desire for biohacking and regenerative approaches to wellness. The growth in colostrum demonstrates the consumer’s search for immune-boosting and gut health benefits through supplementation beyond probiotics, while the popularity of Himalayan salt and cayenne pepper reflects a continued preference for incorporating traditional and holistic ingredients into daily diets.

The growing popularity of cold plunge suggests a rising interest in experiences, reflecting a desire for sensory stimulation and revitalisation that supports both the body and mind. Searches for silicone body scrubbers indicate an interest in reusable, sanitary alternatives for exfoliation. The growth in searches for glycolic body lotion highlights a focus on skincare beyond the face, with consumers seeking products that promote full body exfoliation and skin renewal. Searches for body cloths reveal a preference for convenient solutions in bodycare.

The popularity of Salt Stone suggests continued consumer interest in natural and clean beauty, as seen through a preference for products with minimal yet organic ingredients in bodycare routines. Patrick Ta’s rise points to a growing trend of makeup brands strategically moving into skincare or bodycare categories. Touchland’s search growth reflects a heightened focus for on-the-go solutions. The popularity of Eos reveals a continued interest in playful and visually appealing packaging, at an accessible entry point. The growth in search data for Nuxe supports the interest in French skincare and bodycare products from the American consumer.

The growing interest in hyaluronic acid across bodycare indicates a consumer focus on hydration and anti-ageing properties that offer deep moisturisation and skin-plumping effects. The unconventional trend of breast milk as an ingredient suggests a growing desire for consumers to utilise natural ingredients in bodycare. Searches for sesame oil highlights the success a brand can have based on one ingredient; the rise of sesame oil in this category is driven by Neutrogena’s line. Additionally, the growth for alpha hydroxy acid and glycolic acid underscores the demand for exfoliation and skin renewal ingredients, signalling a trend towards products that promote a smoother and more refined skin texture through chemical exfoliants.

The popularity of Arabian perfume suggests a growing interest in complex and luxurious scents, reflecting consumer desire for unique and culturally inspired fragrances. The rise of pistachio perfume indicates a trend towards gourmand fragrance notes. Pheromone perfumes align with a broader interest in personalised beauty products, as consumers seek fragrances that claim to enhance attraction and personal chemistry. The surge in searches for summer fragrances highlights a seasonal shift in consumer preferences, emphasising the importance of scents specific to different times of year. The growing demand for perfume subscriptions signals a desire for convenience and variety in fragrance options. It also points to a gifting opportunity for fragrance brands during the holiday season.

The rising popularity of Dr Squatch demonstrates the possibility for body care brands to branch into fragrance. Interest in Ex Nihilo reflects a desire for exclusivity and unique fragrance experiences among consumers, especially as the holiday season nears. By Rosie Jane’s growth points to a trend favouring clean and minimalist beauty, with an emphasis on transparent ingredient sourcing and eco-friendly practices. The popularity of Dedcool and Ouai suggests a rising demand for versatile and inclusive scents among the evolving landscape of consumer preferences. The success of Ouai in fragrance, similar to Dr Squatch, showcases the opportunity to take fragrance across categories.

The interest in vanilla scents reflects a consumer preference for familiar and comforting fragrances. Similarly, the popularity of musk indicates a warm, timeless appeal, suggesting consumers value classic and sensual notes that evoke sophistication. The growth in ginger scents signals a developing interest in fresh and spicy fragrances, while the rise of amber and bourbon scents reveal a demand for rich and complex notes. All of these trending notes indicate a desire towards warm, alluring fragrance profiles that offer depth and character.

The surge in searches for silver chrome nails and chrome French designs indicates a growing preference for metallic and eye-catching aesthetics. The popularity of rubber base gel and semi-cured gel strips indicates a demand for durable and versatile nail solutions, showcasing a shift towards long-lasting manicures that can withstand daily activities. The inclusion of lip gloss nails highlights a convergence of beauty trends. The trending semi-cured gel strips also point to a rising interest in convenient and time-efficient options for achieving professional-looking results at home.

The popularity of Nine Zero Lacquer and Pear Nova indicates a consumer trend that seeks unique and artistic nail options, emphasising a preference for individuality in nail polish choices. The rise of Glamnetic suggests a growing fascination with easy-to-apply nail solutions, pointing to consumer demand for convenient and trend-forward options. The inclusion of Ethereal Lacquer and Cadillacquer in the mix suggests a consumer inclination towards more ethereal and unique finishes, indicating an interest in nail products that offer a touch of fantasy and otherworldly beauty.

The increasing popularity of chrome and metallic nail colours suggests a consumer preference for bold elegance and futuristic taste with eye-catching and high-shine finishes. Trending chocolate brown reflects a shift towards versatile neutrals with warmth and sophistication. The interest in iridescent nail colours points to a playful inclination that sees a shift across finishes, highlighting a desire for nails that exude whimsy and change in different lighting conditions.

The popularity of colour-changing lip glosses indicates a consumer fascination with versatile and adaptive makeup products, aligning with the demand for customisable beauty options. A boost in searches for lip clay implies a preference for innovative textures, indicating the need for brands to develop intriguing formulations. The growing popularity of manga lashes and peel-off lip stains reflects a consumer interest in playful and long-lasting makeup solutions, highlighting a demand for products that offer both creativity and durability in beauty routines.

Increased searches for Palladio Beauty suggests a growing consumer interest in affordable yet high-quality makeup options. The popularity of Fiera Cosmetics indicates a desire for inclusive and diverse product offerings, encouraging makeup brands to cater to a wider range of skin tones, types and ages. The emergence of Dibs Beauty highlights a growing interest in multifunctional beauty products, like their Status Stick. Caliray and Made by Mitchell point to a rising preference for indie or niche brands.

The increasing search interest in glowy and dewy skin reflects a consumer preference for radiant and luminous complexions. And increasing searches for sunkissed shows a desire for a bronzed appearance, indicative of the trend towards warm and radiant makeup looks. The emphasis on moisturising aligns with a growing demand for skincare-infused makeup, while interest in plumpness indicates a desire for more voluminous features, particularly products that add fullness to lips, cheeks or other facial areas.

The top-growing skincare trends reflect a desire for quick-fix solutions and problem-solving approaches, evident in products like the star pimple patch, which address immediate concerns around acne. The incorporation of innovative technologies such as the Moxi laser suggests a pursuit of advanced treatments for skin. The use of natural ingredients and unique formats, as seen in the snail facial and modelling mask, demonstrates a simultaneous interest in holistic, nature-derived skincare experiences alongside technological advancements.

The surge in popularity of Futurewise, Drunk Elephant, Agency and Vibriance suggests a consumer inclination toward results-driven products. These brands emphasise transparency in their formulations and marketing, and cater to the demand for efficacious skincare. The growth in searches for Agency echoes consumer interest in dermatologist-recommended and prescribed products, whereas searches for Vibriance highlight the success of a brand focused on celebrating age.

Rising ingredient trends like polypeptide and biocellulose signal a preference among consumers for advanced skincare technologies and materials. Natural elements like snail mucin and yerba mate point to growing awareness of natural and botanical ingredients. The focus on ingredients like kojic acid demonstrates a growing interest in skin-brightening and hyperpigmentation-correcting elements in skincare routines.

The surge in lace melting spray and hair wax stick signifies a growing consumer interest in specialised hair products for precise and intricate styling, catering to diverse hair textures, styling needs and wigs. A growth in searches for sea salt spray indicates a preference for effortless, natural-looking hairstyles. The popularity of styling cream echoes a broader demand for versatile, all-purpose styling solutions that offer control and manageability for various hair types. The interest in travel hairdryers points to a consumer need for compact, portable, yet high-performance hair tools. Overall, these trends collectively demonstrate a consumer pursuit of versatility, convenience and specialised solutions in hair styling.

The growth in searches for the brand Shark suggests a rise in specialised heat hair solutions. An increased interest in brands like Amika and Not Your Mother s reflects a trend toward individual expression, creativity, and the celebration of diverse hair textures and styles, addressing a broad range of consumer preferences. Sun Bum aligns with a pursuit of effortless, beach-inspired hairstyles. The presence of Eco indicates a growing demand for classic, affordable hair styling products. Overall, these brands present a diverse landscape of consumer interests, including specialist care, individuality and aligning lifestyle with hair care.

The emphasis on neat hair styling suggests a consumer focus on polished, tidy looks and sleek styles. The growing interest in non-toxic hair products reflects the broader consumer shift towards cleaner, safer ingredients. Weightless and lightweight benefits signify a demand for haircare solutions that offer volume and style without weighing hair down, catering to those seeking natural and airy styles. The trend of frizz control highlights a universal consumer need for managing and taming hair, indicating a preference for sleek and controlled hairstyles in varying environments. These benefits collectively represent a consumer-driven pursuit for polished, healthy and manageable hair styling solutions.

Popular searches indicate a strong interest in cognitive health and mental clarity (as evidenced by lion’s mane and saffron supplements); a focus on anti-aging and longevity (seen in NMN and magnesium bisglycinate searches), and a growing concern for digestive health and detoxification (highlighted by the popularity of parasite cleanse products). These trends signify consumers’ desire to take a proactive approach to their health, emphasising both physical and mental wellness.

These brands embody themes such as a return to traditional and ancient remedies, as seen in Ancient Nutrition and the holistic approach to wellness in Cymbiotika. JSHealth and Arrae indicate a focus on personalised health, while Bioray reflects growing interest in detoxification and overall wellbeing. These trends demonstrate consumers’ desire for effective and natural alternatives to support their health and vitality.

NMN and tocotrienols underscore a strong emphasis on anti-aging and longevity, reflecting a desire for long-term health. Lion’s mane suggests a growing interest in cognitive wellbeing and mental health. Fulvic acid highlights a trend towards natural and holistic health solutions, while cayenne pepper signifies a broader interest in incorporating functional foods into one s diet, indicating a desire for wellness through dietary choices. These trends collectively demonstrate consumers’ proactive approach to health and a focus on holistic wellbeing.

Top-growing bodycare trends reflect how consumers are seeking more innovative and diverse skincare solutions. A rise in searches for glycolic body lotion and hyaluronic acid body lotion point to a growing interest in ingredient-driven body care, as well as an emphasis on chemical exfoliation and deep hydration for the body. The surge in searches for anti-chafe products and body cloths reflects a desire for comfort and practicality in daily skincare routines, as well as preventing skin irritation and maintaining cleanliness.

Growth in searches for Naturium and Drunk Elephant suggests a focus on clean, science-driven body care, with consumers prioritising products that are effective and free from harmful ingredients. Patrick Ta s rise reflects a trend towards body makeup infused with good-for-you ingredients, while Eos presence points to a demand for convenient and sustainable packaging in body care products. Maison Francis Kurkdjian signifies a preference for luxury and fragrance-infused body care, showcasing consumers interest in elevating their daily skincare routines. It s interesting to note that many of the top brands are also makeup or skincare-native but have recently segued into body care.

Sustained growth in searches for hyaluronic acid suggests an emphasis on deep hydration and moisture retention in bodycare products, reflecting a desire for smooth and supple skin. The popularity of sesame oil and rose oil demonstrates a preference for natural and organic ingredients, aligning with a growing interest in holistic and botanical skincare solutions. Magnesium s presence highlights a focus on soothing and muscle-relief benefits in body care, possibly driven by consumers seeking relaxation and stress relief. The inclusion of benzoyl peroxide points to a need for acne-fighting solutions in bodycare.

Top-growing fragrance trends reveal consumers’ quest for unique or exotic experiences through scent, whether through spiritual and holistic scents like agarwood incense, unconventional and food-inspired aromas like pistachio and tomato, or the allure of rich, opulent Arabian scents. The interest in pheromone perfumes reflects consumers’ curiosity about the potential emotional and physiological impacts of fragrances. Across these trends, consumers are seeking personal and distinctive olfactory journeys that go beyond conventional fragrance choices.

Consumers are increasingly drawn to unique and niche brands like Tamburin and Dedcool, indicating a desire for individuality and distinctive scents beyond mainstream options. The popularity of Dime Beauty suggests a growing emphasis on clean and sustainable beauty. Ex Nihilo s rising profile suggests a willingness among consumers to invest in luxury fragrances, while By Rosie Jane may signify an interest in fragrance lines with a personal touch or unique storytelling, aligning with a desire for more meaningful scent experiences.

Growing interest in pistachio scents highlights a desire for unique and unconventional notes, while vanilla represents a timeless preference for comforting and familiar fragrances. The appearance of tomato hints at a growing interest in fresh and botanical notes, aligning with the trend for natural and organic ingredients. Amber oil and freesia signify a continued fascination with luxurious scent profiles, indicating a demand for richness and elegance in fragrances.

Top nail trends including 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 that consumers are looking for new formats of nail products. The growing trend of comic book nails highlights an interest in a playful and dynamic nail look.

Press-on nails are seeing a resurgence as searches for Pear Nova and Glamnetic increase. Other top-trending brands including Nine Zero Lacquer, Rogue Lacquer and ILNP push bright and multi-dimensional polish colours. Overall, consumers continue to seek opportunities to play and create exciting looks at home, creating an opportunity for all nail brands.

An increase in searches for nail finishes such as metallic, shimmer and iridescent indicate consumer interest in multidimensional polishes. Frosted nail polish colours are also seeing a boost, indicating a nostalgic re-emergence of the look. Searches are also on the rise for red wine nail polish, revealing consumers are looking for warm moody tones this autumn — bonus points that the look is named after a classic food or beverage, a popular trend among younger consumers on social media.

Searches for moxi laser and nano needling reveal that consumers are seeking out in-office procedures even if they are pricier than at-home solutions. The growth in searches for modelling masks highlight consumers’ desire for a mask product with a visual impact.

Consumer driven searches for top skincare brands highlight the impact of branding; Pharmaciopy and Agency Skincare are driven by searches for the brand itself as opposed to searches for specific products.

Top growing ingredients are driven by specific products. Top searches for polypeptides are driven by Drunk Elephant’s Protini Polypeptide Cream. Searches for snail mucin are primarily for Cosrx s viral snail mucin essence. The top volume searches for seaweed come from an interest in Mario Badescu’s face mask and night cream. The other growing ingredients — polyglutamic acid and copper peptides — are driven by The Inkey List and The Ordinary, respectively.

Top-growing searches for hair pre-wash, hair-bonding treatments and chebe hair butter indicate consumers don’t mind adding extra steps if it will help hair health or growth. The increase in searches for dry shampoo powder and shampoo bars reveals consumer interest in specific product formats this summer.

Searches for hair brands such as Dae Hair, Doterra, and Acure are being driven by the brand names themselves, as well as indicating increased searches for classic shampoo and conditioner products. Whereas, searches for Coco and Eve and Not Your Mother s are product-specific, as consumers seek hair masks and dry shampoo.

Searches for chebe oil, and even some for jojoba oil, indicate consumers are looking toward natural ingredients to help stimulate hair growth. Searches for ciclopirox and baking soda in the context of hair reveal that the consumer is concerned with scalp health and dandruff.

The growth in searches for GLA and astaxanthin supplements indicates that the educated consumer is early in their knowledge of these supplements, and their potential ability to help repair skin from within. It could be a good opportunity for brands to create educational content around the product and make a play to own the space. Searches for leptin supplements reveal that consumers are continuously looking for new ways to lose weight, while searches for saffron supplements highlight a consumer desire for naturally-derived supplements.

Supplement brand JShealth is growing in popularity indicating an increased consumer interest in optimising hair health from the inside out. The growth in searches for Lemme is driven by a variety of Kourtney Kardashian s products: Chill, Focus, Sleep and Matcha. The consistent growth in searches for Cymbiotika is a good example of the impact of branding as top search queries are for the brand itself as opposed to a specific supplement. An increased interest in Truvani is largely driven by its protein powder, and Golo for their diet pill.

Ingredient-wise leptin is popular as consumers look for new ways to support weight loss, and L-citrulline to potentially support strength-based exercise. Saffron searches in supplements highlight consumer interest in naturally-derived ingestible ingredients. Growing interest in 5-HTP and Inositol indicate an interest in supplements that could be beneficial for both physical and mental wellbeing.

Top searches such as glycolic acid body lotion, breast milk soap and vanilla lotion suggest consumers’ increasing desire for ingredient-driven products. The growth in searches for cleansing oil and shimmer oil highlight an interest in oil formulations when it comes to bodycare.

The growth in popularity of brands such as EOS and Native highlight the importance of accessibility in bodycare products like lotions and body wash. Maison Francis Kurdjian has also seen a boost, driven by the Baccarat rouge 540 body oil, demonstrating how a brand can use its signature focus, such as an iconic scent, to break into different product categories. An increase in searches for Goodwipes point to consumers’ interest in cleansing products that are both environmentally friendly and portable.

Current top ingredient searches include vanilla, sesame and honeysuckle, revealing a growing interest in fragrance when it comes to bodycare products. The growth in searches for glycolic acid suggests that consumers are increasingly eager to look to skincare ingredients traditionally used on the face for the body as well.

Top growing trends like pistachio perfume and honey perfume reveal that consumers are interested in sweet, natural scents. Interest in pheromone perfumes reveal consumers are looking for products that do more than just smell good, with scents that some believe to evoke feelings and physiological responses.

Increased searches for top brands, such as Ex Nihilo and Tamburins, indicate that consumers are open to experimentation and looking beyond accessible labels. Trending brands like Dedcool and Sol de Janeiro underscore the impact of distinctive scents with less traditional product formats, such as mists, creams and even laundry detergent.

Top growing scents such as pistachio, ginger and blueberry reveal consumer interest in fresh scents this season. Growing searches for amber indicate the popularity of warm scents as well.

The top growing nail trends indicate that consumers are interested in textures and finishes this season — including chrome powder, aura nails and velvet nails. Meanwhile, searches for BIAB (“builder in a bottle”) nails and rubber base gel reveals consumers are looking for new formulations when it comes to nail products.

Searches for Pear Nova and Glamnetic reveal that consumers are interested in press-on nails. Growing interest in Nine Ze Lacquer, ILNP and Rogue Lacquer suggests a trend for bright, fun colours with interesting finishes.

The top-searched benefits reveal that consumers are paying more attention to the product formulations of nail products. The searches also highlight consumers’ preference for durability and ongoing interest to find the best product for them.

Top searched makeup trends like face liquid bronzer and face bronzer stick indicate consumers are searching for products to give them a bronzed look for summer. An increased search interest in clear blush indicates consumers are paying more attention to innovative, unsuspecting formulas. Searches for both pot concealer and matte concealer shows a consumer desire for products that come in a variety formats.

Top growing face makeup brands such as Sheglam, Merit, and Rare Beauty are being searched for a variety of colour complexion products including blushes and contour sticks. Searches for Dr Hauschka highlights a consumer desire for products with a purpose beyond aesthetics — particularly with natural or medicinal ingredients. Searches for Kaja indicate interest in blush and water-based primers with a K-beauty influence.

The top growing benefits like glowing and brightening reveal the types of looks consumers are prioritising this summer season. Searches for water- and oil-based makeup trends reveal that consumers are becoming more educated, and therefore are seeking out specific product formulations when it comes to face products. The search for hydrating makeup supports the trend of consumers looking for skincare-like claims in makeup products.

Top skincare searches such as snail serum and snail facial show consumers’ willingness to set aside concerns of slimy texture for the sake of hydration. Skin patches are growing in popularity, with face patch and star pimple patches currently top searches for consumers looking to tackle skin concerns. Interest in nanoneedling indicates that consumers are looking at non-invasive procedures to achieve desired results.

Continued interest in Florence by Mills shows the staying power of some celebrity brands. The growth in searches for Futurewise may come off the back of its alignment with a popular trend: slugging. Searches for Michael Todd Beauty and Pharmaciopy indicate interest in skincare tools and brands accessible through Amazon.

Growing searches relating to skincare for birch juice, cica and snail mucin indicates consumers are seeking naturally derived ingredients that support healing and hydration. Searches for polypeptides and copper peptides highlight consumer interest in skin-supporting proteins.

Saffron and lion s mane highlight a desire for consumers to get supplemental benefits from naturally derived ingredients. Searches for BC30 probiotics indicate how consumers are becoming more educated around probiotics and are seeking out specific types. Searches for HMB supplements reveal consumers’ desires for muscle growth, whereas inositol supplements searches are related to an increased interest in weight loss help.

Top searches for the likes of Cymbiotika and Arrae show consumer interest for the brands themselves, as opposed to a variety of products, revealing the impact that strong branding can have on supplements. Searches for Truvani indicate consumers’ desire for protein supplements that support their muscles, while interest in Nutrafol demonstrates how consumers are looking for ways to support hair health from the inside out.

Searches for Ingredients like saffron, lion’s mane mushroom and castor oil highlight an increased interest in naturally derived supplements to aid their concerns. Searches for HMB and BC30 probiotics suggest that consumers are looking beyond the standard probiotic or muscle support supplements, as they gain a wider education of the benefits of specific ingredients and forms.

Top trends such as body shimmer oil and glitter lotion reveal that consumers are strongly interested in a bodycare product that makes skin sparkle and hydrates. Searches for antibacterial bar soap, whitening soap and breast milk soap reveal that consumers are looking for hygiene products to treat specific concerns or skin conditions.

Labels such as Versed highlight consumer interest in products that take skincare ingredients below the neck. Searches for Maison Francis Kurkdjian also show a growing desire for body care that is driven by consumers’ favourite scents. Consumers searching for Native are looking for “natural” and accessible products, while those searching for Head Shoulders are open to using their shampoo as a body wash.

Searches for vanilla and sesame oils reveal consumers’ desire for fragrant and hydrating bodycare ingredients, respectively. Searches for hyaluronic acid and retinol in bodycare products indicate consumers are looking to bring skincare ingredients to larger-format products. The interest in breast milk may be due to consumers’ desires to use natural products to solve concerns.

Searches for pheromone and skin perfumes reveal that consumers are looking for fragrances that have an effortless, animalistic effect. Meanwhile, searches for mini perfumes highlight the ongoing desire for consumers to have fragrances suitable for travel and an affordable way to try new fragrances before purchasing a full-size.

Trending brands such as Sol de Janeiro and Dedcool have gained traction with scents that cross product formats. Searches for brands such as Nishane and Ex Nihilo reveal that the modern consumer is interested in more premium niche scents as well.

Trending scents such as bourbon and vanilla reveal a consumer trend for gourmand fragrances, with good-enough-to-eat notes. The search for gooseberry and blueberry highlight the rising search for fresh, fruity smells.

The top trends reveal a strong interest in chrome nail aesthetics. Whether green chrome, chrome french or blue chrome, consumers are looking for a variety of ways to achieve metallic, ultra-shiny nails. Searches for polygel suggest a desire for innovative nail products.

Consumers are looking for accessible options in nail care, and modern nail designs with non-toxic formulas and easy-to-use applications are top of searches.

The top-growing colours and finishes highlight a desire for radiant, eye-catching summer nails. Chocolate nails reference the “chocolate glazed donut nails” trend coined by Hailey Bieber’s nail artist Zola Ganzorigt. Searches for chrome, iridescent and shimmery finishes supports modern nail enthusiasts’ desire for nails that shine.

Top makeup trends, such as goth eyebrows, passport makeup and chav makeup are highly visual looks that first gained popularity on TikTok, demonstrating the social platform’s influence in driving global aesthetics. The search for two tone lips offers an opportunity for brands to explore new lip styles, while searches for bleached eyebrows alongside skin tones and hair types reveal that consumers are looking for visual examples of this trend across different demographics.

The top search queries driving makeup indicate an interest in complexion products such as foundation and blush, reminding brands to highlight complexion products for the summer. The growth in searches for Florence by Mills and Rare Beauty reveals ongoing interest in celebrity-led lines. Kiko Milano is gaining traction within US search, demonstrating new opportunities for the Italian brand among American consumers.

The top growing makeup benefits reveal that consumers are looking for products that leave them with a bright and healthy look. Searches for water-based items also indicate that consumers are becoming savvy with product formulations, revealing a preference for different formula nuances – something for brands to consider when it comes to product positioning.

There is a growing trend among consumers to embrace more immediate solutions for skin concerns, seen in the form of nanoneedling, lasers and facials. Consumers are also showing preference for multi-balms due to their functionality and ease of use. The rising interest in snail serum, along with the snail facial, indicates that consumers are willing to overlook foreign textures and potentially uncomfortable sensations in exchange for results, such as intense hydration.

Across these top-growing skincare brands, consumers are looking for reviews. Searches for these brands are driven more by the brand name than by a specific product, highlighting the significance of branding and visibility for today s consumer.

The top growing skincare ingredients reveal that hydration and anti-aging concerns are top of mind for consumers. Many of these high-growth ingredients are being driven by branded searches, highlighting the importance of brands creating products that prominently feature key ingredients.

There is a growing trend among consumers to seek out haircuts that are considered more masculine and involve shorter lengths that are closer to the scalp. Consumers are using hair gems to express their unique style and are also using hair tools, such as volumising irons, to add flair to their hairstyles. Additionally, there is growing interest in pre-washing hair, indicating a willingness among consumers to rethink traditional routines.

Consumers are showing interest in wigs, demonstrated by the enduring popularity of premium human-hair brands such as Hairvivi and Recool Hair. Concerns related to hair loss are also prominent, particularly when searching for Hims, which offers both prescription and nonprescription hair loss treatments. There is also growing demand for products that address root cover-up and grey hair, as seen in brand searches for Arey and Color Wow.

Searches encompass a variety of forms but oils are emerging as a prominent format. Notably, there has been a growing fascination with holistic and botanical formulas and ingredients, as indicated by the increased interest in ayurveda in search trends. Many of the popular ingredients are searched for their ability to support hair growth and density.

Key:

Sustained riser: Steady growth over the past years, these trends are safe bets.

Seasonal riser: Seasonal trends that are likely to come back even stronger.

“Very low / No competition” indicates there are little to no brand searches alongside a trend.

“Low competition” indicates that there are a few brand searches alongside a trend.

“Medium competition” indicates that there are some brand searches alongside a trend.

“High competition” indicates that there are several brand searches alongside a trend.

“Very high competition” indicates there are many brand searches.

To receive the Vogue Business newsletter, sign up here.

Comments, questions or feedback? Email us at feedback@voguebusiness.com.