Each week, C&T digs into growing trends in consumer web searches and hashtags related to cosmetics. Emerging now are: Australian brand Booie Beauty, J.D. Vance wearing eye makeup?, Ice Spice without makeup, Makeup Forever limitless brown, ginseng cleansing oil, crackle nail polish and Thai star Win Metawin's appearance at the Prada Beauty Malaysia opening, along with Prada Beauty's viral color-changing Bifidus lip balm. Following are specific growth stats along with a deep dive into four of these trends that caught our attention.
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Each week, C&T digs into growing trends in consumer web searches and hashtags related to cosmetics. Emerging now are: Australian brand Booie Beauty, J.D. Vance wearing eye makeup?, Ice Spice without makeup, Makeup Forever limitless brown, ginseng cleansing oil, crackle nail polish and Thai star Win Metawin's appearance at the Prada Beauty Malaysia opening, along with Prada Beauty's viral color-changing Bifidus lip balm. Following are specific growth stats along with a deep dive into four of these trends that caught our attention.
- Booie makeup/Booie Beauty products (+4,050%)*
- J.D. Vance eye makeup (+1,000%)* — The web is buzzing about whether Trump's running mate, J.D. Vance, wears eye makeup, per The List.
- Ice Spice/Ice Spice without makeup (+350%)* — A TikTok video of American Rapper Ice Spice without makeup is going viral, per Vibe, which fans are reportedly praising her for.
- Makeup Forever limitless brown (+250%)*
- Ginseng cleansing oil (+5,900%, past 2 yrs, per Exploding Topics)
- Crackle nail polish (+502.9%, week over week, per Spate) — StyleCaster reported the 2010s trend for "indie sleaze" crackle nails are making a comeback.
- #pradabeautymyxwin, #winmetawin, #pradabeauty (374k, 358k and 291k, respectively, per Brandwatch)
*per Google Trends, past 7 days
Celeste Barber's Simplified Booie Beauty
Searches on Booie Beauty are up more than 4,000% in the past week, per Google Trends. This is most likely because on July 15, Australian comedian Celeste Barber launched her own brand, Booie Beauty.
What is it with celebrities launching their own lines? Clearly, the products are moneymakers but in interviews, many stars have also stated they couldn't find the products they wanted. Or, the multitude of options overwhelmed them, so they created their own — almost an extreme level of "personalization." Of course, adding new products to the market further complicates the decision for others. But for consumers who see themselves in a given celebrity, is it a chance to feel connected.
In an interview with InStyle, Barber explained she found shopping for beauty products overwhelming, so she created her Booie Beauty product line based on just five products to save time, "get you out the door, make you feel better and make you look like you've slept." She added that the products aim to keep beauty simple, but not an afterthought. The line includes an illuminator moisturizer, eyebrow gel tint, mascara, lip balm and a cheek, lip and eye tint.
The Bring Back the Bush eyebrow tint and gel hold is said to tint, hug and hold eyebrows. Users brush the applicator up first if they want eyebrows to appear higher, or up and then down toward the edges for a more tamed look.
Ingredients: Bring Back the Bush eyebrow tint and hold gel (in blonde): Water (Aqua), Titanium Dioxide (CI 77891), Glycerin, Alcohol, Glyceryl Stearate, PEG-100 Stearate, Dimethicone, Silica, Mica, Iron Oxides (CI 77499), Iron Oxides (CI 77491), Iron Oxides (CI 77492), PVP, Phenoxyethanol, Polyacrylamide, Nylon-6, C13-14 Isoparaffin, Ultramarines (CI 77007), Microcrystalline Wax (Cera Microcristallina), Sodium Dehydroacetate, Manganese Violet (CI 77742), Ethylhexylglycerin, Laureth-7, Disodium EDTA.
Makeup Forever Lip Liner in Limitless Brown
In mid-June, American actress Ariana Greenblatt revealed her everyday lip liner to the source Seventeen, according to Stylecaster: Makeup Forever liner in limitless brown. This is, perhaps, in part what drove a 250% increase in searches for the product in the past week, according to Google Trends. Stylecaster added that brown lip liner has been exploding on TikTok ever since Greenblatt mentioned it. Talk about your viral marketing.
Makeup Forever describes the product as an intensely pigmented, ultra-creamy waterproof liner that applies in one swipe for "all-day, no-budge color." Also transfer-proof, the pencil is said to be ideal for definition, not feathering or fading and ending in a velvet matte finish.
Ginseng Oil for Deep Cleansing and Care
Ginseng cleansing oil has climbed in interest 5,900% over the past two years, per Exploding Topics. The source describes such products as "designed to attract and absorb makeup and residue while adding moisture to the skin." These oils are said to gently dissolve impurities without clogging pores.
Beauty of Joseon promotes a Ginseng Cleansing Oil to gently emulsify and remove impurities and prevent inflammation while leaving skin clean and refreshed. Per the company website, the product uses Glycine soja oil as its base for lightweight yet potent cleansing properties. This "skin-friendly" oil comprises oleic acid, linoleic acid and linolenic acid.
Ginseng seed oil is incorporated as well, of course, to "protect the skin from external stimuli." This claim has been confirmed in various studies, including one published in Antioxidants, which concluded "ginseng seeds contain various bioactive compounds and have protective activity against UVB-induced skin photoaging."
Prada Beauty Opening Stars Win Metawin Plus Viral Color-changing Bifidus Prada Lip Balm
(#pradabeautymyxwin)
Top hashtags this week, according to Brandwatch, include #pradabeautymyxwin, #winmetawin and #pradabeauty, with 374k, 358k and 291k posts, respectively. This is likely due to a celebrity appearance at the June 26, 2024, grand opening of a Prada Beauty boutique in Malaysia.
Hype reported Thai "heartthrob," actor and singer Win Metawin appeared on June 26, 2024, at the first Prada Beauty store to open in Malaysia. Per the source, the star has made a mark as brand ambassador for Prada, Tiffany & Co. and PUMA.
From a product standpoint, the Prada Beauty boutique will house makeup, skin care and fragrances, "including the viral Prada Balm lip balm featured in Sabrina Carpenter’s 'Please Please Please' music video," Hype noted. The Prada Balm Astral Pink product changes color based on the pH of user's lips, starting as a blue bullet but ending as a rosy, natural pink. According to the brand website, this color-change effect is due to the brand's Micro-Blushing Technology.
In addition, an infusion of Bifidus extract along with jojoba oil makes the product glide on smoothly to moisturize the lips and strengthen the lip barrier. The hydrating balm is said to offer up to 24 hours of comfort.
Ingredients: Prada Balm Astral Pink: Octyldodecanol, Diisostearyl Malate, Pentaerythrityl Tetraisostearate, Bis-Diglyceryl Polyacyladipate-2, Polyethylene, Trimethylsiloxyphenyl Dimethicone, Hydrogenatedcoco-Glycerides, Simmondsia Chinensis Butter/Jojoba Butter, Cera Microcristallina/Microcrystalline Wax/Cire Microcristalline, Silica Silylate, Cellulose, Passiflora Edulis Seed Oil, C18-36 Acid Triglyceride, Alumina, CI 77891/Titanium Dioxide, Pentaerythrityl Tetra-Di-T-Butyl Hydroxyhydrocinnamate, Propylene Glycol, Bifidaferment Lysate, Citric Acid, Limonene, CI 45380/Red 21, CI 42090/Blue 1 Lake, Alpha-Isomethyl Ionone, Tin Oxide, CI 45410/Red 28 Lake, Geraniol, Linalool, Citronellol, Sodium Benzoate, Aluminum Hydroxide, Acetic Acid, Lactic Acid, Silica, Parfum/Fragrance.
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.
