Each week, C&T uncovers trends in searches/hashtags related to cosmetics. Emerging this week are: APSE/Apice Cosméticos and curly hair care; e.l.f. Cosmetics' German debut and Accessibility Bundle launch; Tarte Cosmetics, Creaseless Concealer with a skin care kick; #ShiseidoUltimune celebrates 10 years; and more. Following, we outline specific growth statistics for each and take a deep dive into four that caught our interest.
See last week's 7 trends in beauty.
- showroom mỹ phẩm ("cosmetics showroom" in Vietnamese, per Google Translate; +700%)*
- APSE Cosméticos (+500%)*
- e.l.f. cosmetics Rossmann (+90%)*
- Princess Cosmetics (+120%)*
- Polite Society makeup (+90%)
- Tarte Cosmetics (+80%)*
- Makeup Forever lip liner (+60%)*
- Perimenopause supplement (+155%, past 2 years, Exploding Topics) — while this may relate to ingestibles, we still see perimenopause/menopause care trending in cosmetics
- Pink matcha (+96%, past 2 years, Exploding Topics) — interesting focus in beverages - could it be a future cosmetic trend?
- Concealer stick (+76.7% week over week, Spate)
- Back to School Hairstyle (+112.1% week over week, Spate)
- #ShiseidoUltimune (28K, past 7 days, per Brandwatch)
*past seven days, per Google Trends
APSE/Apice Cosméticos — Curly Hair Care
Brazilian-based APSE Cosméticos, now known as Apice Cosméticos, appeared in the top five growing cosmetic-related searches, per Google Trends; up 500% in the past week. While there appear to be no breaking headlines about the brand, its curly hair care products were prominent among the latest posts.
The Power Curly Shampoo for Intense Hydration, for example, features a formula designed to leave hair soft and healthy. Per the brand, it is infused with natural lipids from wheat, almond and oat that coat the hair strands and provide a lubricating effect, giving shine and softness to the hair while maintaining moisture in the hair strand.
In addition, it incorporates highlight moisturizing grape seed oil, said to prevent hair loss and keep hair from becoming brittle, and strengthening hair and aiding in growth. Pro-Vitamin B5 also is included for its moisturizing action and works to maintain hair's natural moisture.
Ingredients: Vitis Vinifera Seed Oil, Disodium EDTA, Parfum, Cocamide DEA, Aminomethyl Propanol, Glycerin, Polyquaternium-39, PEG/PPG-120/10 Trimethylolpropane Trioleate, Laureth-2, Phenoxyethanol, Benzoic Acid, Dehydroacetic Acid, Hydrolyzed Wheat Protein, Avena Sativa Kernel Protein, Prunus Amygdalus Dulcis Protein, Sodium Stearate, Potassium Sorbate, Guar Hydroxypropyltrimonium Chloride, Disodium Laureth Sulfosuccinate, Acrylates Copolymer, Calcium Hydroxide, Cocamidopropyl Betaine, Lauryl Glucoside, Hydrogenated Farnesene, Panthenol, PEG-150 Distearate.
e.l.f. Cosmetics Enters Germany, Partners with World Champion Swimmer Pagonis for Accessibility Bundle
Searches on "e.l.f. Cosmetics Rossmann" rose 90% in the past seven days, per Google Trends, which likely relates to news that the brand is planning to enter Germany through the Rossmann drugstore chain. TikTok has been buzzing with excitement over the expected debut.
In addition, the company announced a partnership with world champion swimmer Anastasia "Tas" Pagonis, who is blind, to launch a limited-edition "accessibility bundle" of products including three of Pagonis' favorites: e.l.f. Cosmetics Big Mood Waterproof Mascara, Glossy Lip Stain in Power Mauves and SKIN Suntouchable Whoa Glow SPF 30 in Sunbeam.
The limited edition "Beauty for Every Eye" kit rolled out on August 5. Each product features a scannable QR code that links to an audio recording by Pagonis describing the product, including finish and application tips. "Together, e.l.f. and Pagonis are on a journey to make beauty products more accessible for the blind and low-vision community," the company stated.
Tarte Cosmetics — Creaseless Concealer with a 59% Skin Care Kick
"Tarte Cosmetics" searches are up 80% in the past week, per Google Trends. Currently, the brand is running a 30% off sale on its products; and a good deal always gets consumers' attention. However, the launch of its Creaseless Creamy Concealer in June caught our eye.
The concealer arrived in June and features not only the full coverage of a color cosmetic, but also, 59% of the ingredients in each bottle are included to provide skin care activities, per the brand. For example:
- cloudberry provides up to 4x more vitamin C than orange, and omegas 3 and 6 to help plump and brighten skin's appearance;
- bakuchiol imparts retinol-like effects;
- niacinamide helps to brighten skin and minimize the look of pores; and
- maracuja oil, rich in essential fatty acids and vitamin C, firms, brightens and smooths skin. (See full ingredient disclosure below.)
The vegan and cruelty-free product additionally is formulated such that it will not crease, break down and settle into fine lines. Its natural, non-cakey finish still effectively covers dark circles, redness, blemishes, hyperpigmentation, etc., and leaves skin hydrated, per the company.
Ingredients (12N fair neutral shade): Water/Aqua/Eau, Cyclopentasiloxane, Glycerin, PEG-9 Polydimethylsiloxyethyl Dimethicone, Caprylic/Capric Triglyceride, Caprylyl Methicone, Polymethylsilsesquioxane, C13-15 Alkane, Sorbitan Isostearate, Dimethicone, Phenyl Trimethicone, Acrylates/Stearyl Acrylate/Dimethicone Methacrylate Copolymer, Kaolin, Sodium Hyaluronate, Rubus Chamaemorus Fruit Extract, Passiflora Edulis Seed Oil, Tocopherol, Vitis Vinifera (Grape) Seed Oil, Citrullus Lanatus (Watermelon) Fruit Extract, Fragaria Vesca (Strawberry) Fruit Extract, Citrus Limon (Lemon) Fruit Extract, Vaccinium Angustifolium (Blueberry) Fruit Extract, Prunus Persica (Peach) Fruit Extract, Vaccinium Macrocarpon (Cranberry) Fruit Extract, Lycium Barbarum Fruit Extract, Euterpe Oleracea Fruit Extract, Malpighia Punicifolia (Acerola) Fruit Extract, Punica Granatum Fruit Extract, Passiflora Incarnata Fruit Extract, Niacinamide, Bakuchiol, Caffeine, Aloe Barbadensis Leaf Extract, Hydrolyzed Vegetable Protein, Leuconostoc/Radish Root Ferment Filtrate, Diamond Powder, Butylene Glycol, 1,2-Hexanediol, Phenoxyethanol, Hydroxyethyl Urea, Magnesium Sulfate, Isotridecyl Isononanoate, Disteardimonium Hectorite, Dimethicone Crosspolymer, Cetyl PEG/PPG-10/1 Dimethicone, Polypropylsilsesquioxane, Aluminum Hydroxide, Quaternium-90 Bentonite, Triethoxycaprylylsilane, Ethylhexylglycerin, Triethyl Citrate, Polyhydroxystearic Acid, Propylene Carbonate, Ethylhexyl Palmitate, Isopropyl Myristate, Isostearic Acid, Lecithin, Disodium EDTA, Polyglyceryl-3 Polyricinoleate, Tocopheryl Acetate, Pentaerythrityl Tetra-Di-T-Butyl Hydroxyhydrocinnamate; (+/-): Titanium Dioxide (CI 77891), Iron Oxides (CI 77491, CI 77492, CI 77499).
#ShiseidoUltimune Celebrates 10 Years
Shiseido
Finally, Brandwatch data reveals the hashtag #ShiseidoUltimune is trending, with 28K tags in the past seven days. Shiseido's Ultimune product range is celebrating its 10-year anniversary, for which the company announced a collaboration with Japanese art director Yuni Yoshida.
"The theme of this visual is ‘beauty spreading from the inside out,’ depicted through red flower petals arranged like ripples of water," Yoshida explained. "The ripples symbolize not only the skin becoming hydrated and radiant from within, but also how the product reaches people worldwide..."
Since its launch in 2014, Ultimune has gathered a worldwide following across ages, genders and nationalities, and earned 252 beauty awards, Shiseido reports. Powered by collagen-supporting peptides as well as nourishing antioxidants, the Ultimune Power Infusing Serum has reportedly become Shiseido's signature serum. It is designed to boost radiance, resilience and smoothness; reduce signs of aging; improve hydration; enhance the efficacy of other skin products; and more.
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.
