Each week, C&T digs into growing trends in consumer web searches and hashtags related to cosmetics. Emerging now are: Kylie Cosmetics and Crumbl collab, M.A.C. Cosmetics, Makeup by Mario Plumping Serum, Korean sunscreen and Cosmax, summer nails and waxy hair. Following are specific growth stats along with a deep dive into three of these trends that caught our attention.
Log in to view the full article
Each week, C&T digs into growing trends in consumer web searches and hashtags related to cosmetics. Emerging now are: Kylie Cosmetics and Crumbl collab, M.A.C. Cosmetics, Makeup by Mario Plumping Serum, Korean sunscreen and Cosmax, summer nails and waxy hair. Following are specific growth stats along with a deep dive into three of these trends that caught our attention.
- Kylie Cosmetics x Crumbl (+3,150%)*
- M.A.C. Cosmetics (+350%)*
- Makeup by Mario Plumping Serum (+300%)*
- Korean Sunscreen (+194%, past 2 years, per Exploding Topics)
- Summer Nails (+2.1 million, week over week, per Spate)
- Waxy hair (+193.4%, year over year, per Spate)
*within the past week, per Google Trends
Kylie Cosmetics: Crumbl Pop-up Collab, Elixir Launch
Google Trends reports that searches on "Kylie Cosmetics x Crumbl" are up more than 3,000%. This most likely relates to the cosmetic brand's pop-up appearance at Crumbl in West Hollywood on July 24, 2024. According to the WEHO Times, 300+ people stood in line at the bakery on Santa Monica Boulevard for an event featuring "high-end makeup and cookies to match." Per the source, the first 100 people in line received a box of six limited edition cookies along with one of Kylie's new Skin Tint Blurring Elixir products to celebrate the launch.
The Kylie Cosmetics Skin Tint Blurring Elixir is said to provide lasting effects (up to 12 hr) with a second skin finish. The weightless fluid tint with light to medium coverage is formulated with hyaluronic acid (sodium hyaluronate) and reportedly improves skin hydration and smooths pores, fine lines and skin texture. The product is promoted as vegan, cruelty free and clean.
Ingredients: Kylie Cosmetics Skin Tint Blurring Elixir: Water/Aqua/Eau, Isododecane, Dimethicone, Trimethylsiloxysilicate, Propanediol, Cetyl PEG/PPG-10/1 Dimethicone, Pentylene Glycol, Phenyl Trimethicone, Silica, Sodium Chloride, Disteardimonium Hectorite, Dimethicone Crosspolymer, Magnesium Sulfate, Sodium Dehydroacetate, Potassium Sorbate, Ethylene Brassylate, Propylene Carbonate, Mica, C24-28 Alkyl Methicone, Triethoxycaprylylsilane, Sodium Hyaluronate, Aluminum Hydroxide, Pentaerythrityl Tetra-Di-T-Butyl Hydroxyhydrocinnamate; [+/-: Titanium Dioxide (CI 77891), Iron Oxides (CI 77491, CI 77492, CI 77499), Bismuth Oxychloride (CI 77163)].
Korean and Other Specialty Sunscreens
Exploding Topics highlights growing interest in Korean sunscreen; up 194% in the past two years. Per the source, such products are popular thanks to their "advanced formulations, lightweight textures and effective sun protection," with added benefit ingredients for hydration, anti-aging effects and skin soothing.
Exploding Topics additionally notes that while American sunscreens are only required to indicate levels of UVB protection (SPF), Korean sunscreens call out UVA and UVB individually, e.g., PA++++. Videos with the hashtag #koreansunscreens have gained 28.4M views on TikTok.
This trend is reportedly part of a larger specialty sunscreens meta trend for products that go beyond sun protection, such as ceramide sunscreens to moisturize skin, vitamin C sunscreens for antioxidant protection, and ginseng and birch juice sunscreens for added anti-inflammation and other benefits.
CosRx, for example, has developed the COSRX Vitamin E Vitalizing Sunscreen SPF 50+ that per the company, is clinically proven to block UV rays an incorporates vitamin E for added antioxidant protection. Per the brand, it also controls oil and sebum.
Ingredients: COSRX Vitamin E Vitalizing Sunscreen SPF 50+: Water/Aqua/Eau, Propanediol, Homosalate, Octocrylene, Ethylhexyl Salicylate (Octisalate), Butyloctyl Salicylate, Butyl Methoxydibenzoylmethane (Avobenzone), Diphenylsiloxy Phenyl Trimethicone, Dimethicone, VP/Eicosene Copolymer, Silica, Trisiloxane, Cyclopentasiloxane, Trimethylsiloxysilicate, 1,2-Hexanediol, Behenyl Alcohol, Glyceryl Stearate, PEG-100 Stearate, C14-22 Alcohols, Cetyl Alcohol, Potassium Cetyl Phosphate, Polyacrylate-13, Polyisobutene, Fragrance/Parfum, C12-20 Alkyl Glucoside, Butylene Glycol, Disodium EDTA, Ethylhexylglycerin, Polysorbate 20, Sorbitan Isostearate, Dextrin, Theobroma Cacao (Cocoa) Extract, Gossypium Herbaceum (Cotton) Extract, Glucose, Tocopherol.
'Waxy' Hair: A Market Opportunity
Finally, Spate reports the fastest-growing hair concerns at the moment are waxy hair and hormonal hair loss. Waxy hair, in particular, has 4.9K average monthly searches and has experienced a 193.4% increase in searches within the past year. As the firm explains, this consumer concern is evident from searches such as why does my hair feel waxy, hair feels waxy after washing and how to remove waxy buildup from hair.
Spate adds there is significant room for brands to develop products that improve waxy hair; e.g., clarifying shampoos or even rebranding with the term waxy on packaging. Brands also have the opportunity to educate customers about why their hair feels waxy.
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.
