The Vogue Business Beauty Trend Tracker

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.