Each week, C&T digs into growing trends in web searches and hashtags related to cosmetics. Here, we've combined information from the past two weeks (we skipped last week for the 4th of July). Emerging now are: Seint makeup, 4th of July makeup, high-end makeup brands, Polite Society makeup, Maybelline 4-in-1 glow makeup, Mari Maria makeup, Latina makeup, monolid eyeliner, #stitchbraids, #chromenails and sea moss serum. Following, we dig into a few topics that caught our attention.
Log in to view the full article
Each week, C&T digs into growing trends in web searches and hashtags related to cosmetics. Here, we've combined information from the past two weeks (we skipped last week for the 4th of July). Emerging now are: Seint makeup, 4th of July makeup, high-end makeup brands, Polite Society makeup, Maybelline 4-in-1 glow makeup, Mari Maria makeup, Latina makeup, monolid eyeliner, #stitchbraids, #chromenails and sea moss serum. Following, we dig into a few topics that caught our attention.
See related: 8 Trends in Beauty — Targeting Child Labor Mica Mining, Russian Beauty, HNB Powder, Torriden LMW HA Toner and More
- Seint makeup news ("breakout")*
- 4th of July makeup (+950%)*
- High-end makeup brands (+500%)*
- Polite Society makeup (+400%)*
- Maybelline 4 in 1 glow makeup (+300%)*
- Mari Maria makeup (+300%)*
- Latina makeup (+264% per Spate)
- Monolid eyeliner (+88.4% per Spate)
- #stitchbraids (3K, Dash Hudson)
- #chromenails (2K, Dash Hudson)
- Sea moss serum (+1900%, Exploding Topics)
*past 2 weeks, per Google Trends
Polite Society: Vegan and Talc-free at Ulta.com
Polite Society makeup is up 400% in searches, per Google Trends. This is likely due to its recent debut of two vegan products on Ulta's website: More Than a Pretty Powder and the V.I.P. Very Important Palette.
According to Trendhunter, the additions to its portfolio aim to "provide consumers with a way to elevate their look in a decidedly free-from way." Ebony named the powder and palette in its recent feature, "Summer Beauty Must-Haves: The Latest Launches to Perfect Your Makeup and Style from Louis Vuitton, Sol de Janeiro and More."
More than Pretty Powder is described as a pore-minimizing, talc-free, micro-fine loose setting powder. Per the company, it is "so micro-fine that it floats weightlessly over your skin, never looking dry or cakey." The product has been clinically proven to minimize pores, prolong makeup and control shine. It is enriched with vegan hyaluronic acid and it incorporates nasturtium flower extract to reportedly "reactivate skin’s oxygenation system to provide natural radiance."
Ingredients: More than a Pretty Powder: Silica, Hydroxyapatite, Caprylic/Capric Triglyceride, Caprylyl Glycol, Phenoxyethanol, Calcium Carbonate, Hexylene Glycol, Magnesium Myristate, Sodium Hyaluronate, Water (Aqua), Tropaeolum Majus (nasturium) Flower/Leaf/Stem Extract, 1,2-Hexanediol; (+/-): Red 7 Lake (CI 15850), Yellow 5 Lake (CI 19140), Iron Oxides (CI 77491, CI 77492, CI 77499).
The V.I.P. Very Important Palette is positioned as a "modern and reinvented" eyeshadow palette in neutral natural tones that are "sophisticated, sexy and ultra versatile." Per the brand, the product benefits include: vegan pigments; silky soft texture; minimal fall out; light weight; "non-toxic;" one-swipe payoff; smooth application; and a cruelty-free and clean formula.
Monolid Eyeliner and Inclusivity
According to Spate, one of the fastest-growing trends in makeup is monolid eyeliner, designed for eyelids without a visible crease. This feels like déjà vu, as our June 7 trends report featured "droopy eyelids makeup."
Spate reported, "Monolid eyeliner is experiencing an average of 2.5K monthly searches and a +88.4% growth in searches compared to last year." The firm adds that while creating monolid-specific eyeliner is a branding opportunity, so is showcasing how an existing eyeliner can be used on monolid eyes.
"Searches like 'best eyeliner for Asian eyes monolid' and 'Asian monolid eyeliner' show that this trend affects a certain demographic, highlighting a growing need for more inclusivity in the makeup industry," Spate wrote.
Sephora has a section on its website dedicated to monolid eyeliner, featuring brands ranging from Dior and Glamnetic to Ilia, Hourglass, Urban Decay and more. The Diorshow On Stage Waterproof Liquid Eyeliner was reviewed by one consumer as "one of the few eyeliners that doesn’t budge on waterline and also didn’t irritate my contact-wearing sensitive eyes. ...By the end of the day, it's smudged. I'm a monolid, so finding a good eyeliner is difficult..."
Featuring a waterproof flexible felt tip, the liquid eyeliner is said to draw a precise line, with a thickness based on the pressure applied, that lasts up to 24 hr.
Ingredients*: Diorshow On Stage Waterproof Liquid Eyeliner: #16933 Aqua (Water), Butylene Glycol, Acrylates Copolymer, Styrene/Acrylates/Ammonium Methacrylate Copolymer, Beheneth-30, Phenoxyethanol, Sodium Polyaspartate, PVP, Pentylene Glycol, Alcohol, Caprylyl Glycol, 1,2-Hexanediol, Ethylhexylglycerin, Disodium EDTA, Sodium Laureth-12 Sulfate, Sodium Dehydroacetate, C11-15 Pareth-7, Potassium Sorbate, Tetrasodium EDTA; [+/- CI 77891 (Titanium Dioxide), CI 77266 [Nano] (Black 2); CI 77510 (Ferric Ammonium Ferrocyanide); CI 77491 (Iron Oxides)]. *As listed on company website on July 12, 2024; note that ingredient compositions are regularly updated
Sea Moss Serums
According to Exploding Topics, interest in sea moss serums has surged 1,900% in the past two years. The firm describes these products as derived from sea moss, a type of red algae, that reportedly hydrate skin, improve elasticity, reduce fine lines and wrinkles, have anti-inflammatory and antioxidant properties, and protect skin and soothe irritation. Related categories growing in interest include sea moss supplements, drops, powders, masks and more.
InStyle featured a recent report focused on sea moss that sought to delve into the hype surrounding it. One dermatologist interviewed confirmed the ingredient delivered the aforementioned benefits. In addition, InStyle noted that the National Eczema Association reports sea moss boasts antifungal and antiviral properties as well, which lend anti-inflammatory effects.
To keep up on these regular trend reports, visit our Consumer/Market Trends web page or watch for our Consumer Pulse videos on LinkedIn, Facebook and Instagram.
