Our Consumer Pulse report on the socials uncovers insights from trending cosmetic-related searches across the web. Hot topics now are: Hard Candy Makeup's Girl Scouts Cookies line, Garnier's micellar makeup remover, Mary Kay Cosmetics, Makeup by Mario Bronzer, aura and BIAB nails, glycolic acid spray, color-changing hair dye and skin streaming.
Hard Candy Makeup: Girl Scouts Cookies
Searches on "Hard Candy Makeup" are up 190% in the past two weeks, per Google Trends, which probably relates to the brand's recent introduction of the Girl Scouts of the USA cookie-inspired makeup. The limited-edition collection of 20 products includes an eye shadow palette, mascara, lip marker, lip repair oil, primer, highlighter, nails and nail stickers, a headband and face puffs.
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Products are sold for under $10 each and many feature the essence of iconic cookies, including Thin Mints, Coconut Caramels and Trefoils. The products are sold exclusively at Walmart online and in stores, and at hardcandy.com. In connection with the partnership, Hard Candy is donating to the Girl Scouts of the USA.
One product in the line is the Sweet Treat Lip Repair Oil, which features vitamin E and squalane for intense hydration, while jojoba oil is said to lock in moisture. The Cookie Batter Indulgent Volumizing Mascara is described as a creamy, volumizing formula with an hourglass-shaped brush to volumize and define every lash.
Garnier Micellar Makeup Remover/Water
Also per Google Trends, searches on "Garnier Makyaj Temizleme Suyu" ("Garnier Makeup Remover Water," in Turkish, per Google Translate) are up 80% in the past two weeks. The product was featured a few months ago in Listelist's article titled, "The Best Micellar Water Types that will be Indispensable in Your Skin Care Routines," where such products were highlighted for their multi-tasking cleanser, moisturizer and refreshing skin properties.
See archived: Resurgent Skin Care - Micellar Water History, Claims, Functions, Ingredients and Market Relevance
As Listelist explains, Garnier's Skin Naturals micellar perfect makeup cleansing water "adheres to residues, makeup and excess oil on the skin like a magnet, thanks to its micellar technology." This is said to help effectively remove makeup and dirt gently, without scrubbing or rubbing, while purifying and soothing skin. The product has been dermatologically tested and is reportedly suitable for all skin types, including sensitive.
Ingredients: Garnier Micellar Cleansing Water All-in-1: Aqua/Water, Hexylene Glycol, Glycerin, Disodium Cocoamphodiacetate, Disodium EDTA, Poloxamer 184, Polyaminopropyl Biguanide, FIL B162919/3
Mary Kay Cosmetics
Searches on the phrase "Mary Kay Kosmetyki" ("Mary Kay Cosmetics," in Polish, per Google Translate) climbed 70% in the past two weeks, according to Google Trends, but for both good and bad reasons. A few months ago, Polish critics on social media, such as the Red Lipstick Monster, stirred the narrative around existing controversy asking whether "the products are really worth their price." Even more recently, Revivepost posed the question: "Is Mary Kay a Pyramid Scheme?" - although notable concluded, "No, Mary Kay is not classified as a pyramid scheme. It operates as a legitimate multi-level marketing (MLM) company, primarily focusing on product sales rather than recruitment."
On a positive note, Mary Kay's Better than Bare lip products have gained popularity on TikTok. In addition, Vogue Poland's recent article, "Cosmetics that Harmonize with the Biological Rhythm of Skin" (translated from Polish per Google Translate), highlighted this as the philosophy behind Mary Kay's relaunch of its iconic 3D TimeWise collection.
According to Vogue Poland, the company used the knowledge that the skin is influenced by many factors - a properly balanced diet, healthy sleep, regeneration and care - and combined this with protection against radiation and free radicals and tissue stimulation to create a modern version of its TimeWise skin care set. All products in the set incorporate the patented 3D TimeWise Complex, which includes encapsulated resveratrol, niacinamide (vitamin B3) and peptides.
Makeup by Mario Bronzer
"Makeup by Mario Bronzer" is also up 70% in Google Searches. About one week ago, the brand's F4 Brush was featured in a story by InStyle about, "How to Properly Apply Bronzer, According to Pros." Per the source, a tight, round brush such as this works best for cream bronzer, allowing for precise placement and seamless blending. It's an interesting reminder of the critical role that cosmetic tools can play in consumer satisfaction.
Also, a recent story by The Cut reported on the "12 Best Bronzers if You're Not Into Blush." Here, the author noted that while Makeup by Mario’s bronzer "is a great option," she recommends the brand’s Softsculpt Perfector, "which is more of a multi-tasker that can also bronze, highlight and add radiance." She added, "Just make sure you grab the right shade and keep it light."
Ingredients: Makeup by Mario Softsculpt Transforming Skin Perfector : Synthetic Fluorphlogopite, Talc, Calcium Aluminum Borosilicate, Dimethicone, Diisostearyl Malate, Mica, Lauroyl Lysine, Trimethylolpropane Triethylhexanoate, Methyl Methacrylate Crosspolymer, Silica, Bis-Behenyl/Isostearyl/-Phytosteryl Dimer Dilinoleyl Dilinoleate, Sorbitan Sesquiisostearate, Sodium Dehydroacetate, Kaolin, Tocopherol, Chlorphenesin, Hydroxide, Hydrogen [(+/-): Titanium Dioxide (CI 77891), Iron Oxides 77491, CI 77492, CI77499), Ultramarines 77007), Yellow 5 Lake 19140)] Mica, Synthetic Lauroyl Crosspolymer, Silica, Bis-Behenyl/Isostearyl/Phytosteryl Dilinoleate, Sorbitan Tocopherol, Chlorphenesin, Oxides (CI 77492, 77499)] Sulfate Hydrate, Trimethylolpropane-triethylhexanoate, Bis-Behenyl/Isostearyl/Phytoster-Yl Dehydroacetate, Tocopherol, Tin Oxide, 77492, CI 77499)] Light Medium 77499), 77007)] Dark Kaolin.
Aura and BIAB Nails
According to Exploding Topics, "aura nails" are currently trending, featuring blended color palettes. Per the source, as the name suggests, the look is inspired by the concept of a person's aura, "aiming to reflect their unique energy through the chosen color combination." Reportedly, the celebrities Dua Lipa and Lizzo recently showcased their aura nails on Instagram. In total, #auranails has earned 109,000+ posts on the platform.
This trend is said to fall under the larger "Insta-Worthy Nails" meta trend, which additionally includes milky white nails; a "builder in a bottle" (BIAB) alternative to traditional nail gel and shellac; and French glass nails. Interestingly, BIAB ("by-ab") nails, according to The Stylist, were created by British gel nail polish brand The Gel Bottle. The product is essentially a nail-strengthening gel that can be built up to create a hard-wearing, shiny finish. The product incorporates ingredients that strengthen and nourish the nails to help harden them as the product is worn.
Ingredients (The Gel Bottle Clear All in One BIAB): di-Hema Trimethylhexyl Dicarbamate, Isobornyl Methacrylate, Hema, Hydroxypropyl Methacrylate, Ethyl Trimethylbenzoyl, Phenylphosphinate, Hydroxycyclohexyl Phenyl Ketone, p-Hydroxyanisole, CI 60725.
See related: Trending - Alicia Keys, #Bixyplastia, No Rules Makeup Stick, Glycolipid Cleanser and More
Glycolic Acid Spray
Also per Exploding Topics, interest in glycolic acid spray is on the rise. Such products are said to help break down the bonds that hold dead skin cells together. The spray form is emerging as a solution to help reduce odor and brighten underarm skin, per Exploding Topics. Top videos about the sprays are said to average 762.5K views on TikTok.
One brand experiencing growing demand for its glycolic acid spray is DermDoc; the source reports searches for “DermDoc” have increased by 573% over the past 24 months. Glycolic acid sprays are said to be part of a larger glycolic acid skin care meta trend.
Color-changing Hair Dye and Skin Streaming
Finally, per Spate's TikTok hashtag tracker, tags for color changing dye are up more than six million percent, week over week, with #colouralchemy leading the charge. A quick search found a trending video from Schwarzkopf demonstrating this look during the May 2023 "Wide Awake Festival London," which appears to be a product painted onto hair that imparts color-travel or iridescent visual effects.
And, tags for #skinstreaming have risen more than 42 thousand percent, week over week. Per Coveteur, skin streaming is a way of simplifying skin care routines down to three or four products; usually a cleanser, antioxidant serum, moisturizer and sunscreen. It seems to be a new twist on the recent skinimalism and new minimalism trends.
