Our weekly Consumer Pulse reports on the socials uncover insights in web searches related to cosmetics. Trending now are: Yep Cosmetics Lash XL growth serum, AOA makeup blender and Drop Liquid Foundation, Bambie Thug (no makeup), discoloration/retinol/mandelic/TXA serums, #hairmarbling and #liftingconcealing.
See related: Trending: Morphe Lip Liner; Tessa, the Met Gala and Chanel; IBA Invisible Sunscreen; etc.
Yep Cosmetics Lash XL
The phrases "cosmetics lash xl" and "Yep cosmetics lash xl" have surged in searches within the past week. Google Trends didn't even provide a % growth; it just declared these searches as Breakout, meaning they had a "tremendous increase," possibly because they are new and/or had few if any prior searches. Numerous TikTok videos feature this lash growth serum, demonstrating its "amazing" results.
The platform reports some 88.1 million posts on "Yep Cosmetics Lash Xl," with one of the most popular "results" videos capturing 59.9 K views. In addition, some video posts — not specific to this product — reviewed eyelash serums for their safety, warning consumers to avoid prostaglandin-containing formulas as well as analogues such as dechloro dihydroxy difluoro ethylcloprostenolamide (0.0015%), which was called out the product Xlash.
On Yep Cosmetics' site, the Lash XL product is touted as an alternative to false lashes, and proclaims users were "get naturally longer-looking, thicker lashes in only six weeks." The serum is infused with a blend of red clover extract, vitamins, peptides and amino acids.
Ingredients: Water (Aqua), Glycerin, Leuconostoc/Radish Root Ferment Filtrate, Lactobacillus, Trifolium Pratense (Clover) Flower Extract, 3-Glyceryl Ascorbate, Cocos Nucifera (Coconut) Fruit Extract, Serine, Bisabolol, Calendula Officinalis Flower Extract, Algin, Beta-Glucan, Cucumis Sativus (Cucumber) Fruit Extract, Hydrolyzed Adansonia Digitata Seed Extract, Laminaria Digitata Extract, Panthenol, Threonine, Chamomilla Recutita (Matricaria) Flower Extract, Xanthan Gum, Caprylhydroxamic Acid, Magnesium Chloride, Tetradecyl Aminobutyroylvalylaminobutyric Urea Trifluoroacetate, Vegetable Collagen, Myristoyl Hexapeptide-16, Myristoyl Pentapeptide-17, Calcium Gluconate, Citrus Aurantium Dulcis (Orange) Callus Culture Extract, Gluconolactone, Sodium Benzoate, Alcohol, Biotin, Dehydrolatanoprost, Myristoyl Tripeptide-12.
See also: Gen Alpha's 9 Favorite Beauty Brands
AOA Makeup
Searches on "AOA makeup" increased 750% this week, according to Google Trends. The brand's Super Soft Paw Paw Wonder Blender applicator was recently highlighted in Who What Wear's story, "Foundation Sticks Are Taking Over — 11 That Makeup Artists and Editors Swear By." The sponges are described as "high definition" and reportedly apply makeup with a natural, blur finish. They also are latex-free, teardrop-shaped for ease of use and easy to clean.
In terms of actual makeup, the brand's best-selling and top-rated foundation is the A+: AOA Drop Liquid Foundation. Available in 15 shades, the lightweight formula is said to leave a "gorgeous satin finish." Users start by applying a few drops all over the skin and blend it in, adding more drops as needed and finishing with a setting powder. The foundations can be mixed and matched to get the perfect shade.
Ingredients: Water (Aqua), Cyclopentasiloxane, Cyclohexasiloxane, Dimethicone/Vinyl Dimethicone Crosspolymer, Dimethicone, Isododecane, Glycerin, Butylene Glycol, PEG-10 Dimethicone, PEG/PPG-18/18 Dimethicone, Mica, Disteardimonium Hectorite, Phenoxyethanol, Ethylhexylglycerin, Triethoxycaprylylsilane, Propylene Carbonate, May Contain: Mica, CI 77891(Titanium Dioxide), CI 77492 (Iron Oxide Yellow), CI 7749 (Iron Oxide Red), CI 77499 (Iron Oxide Black), Parfum.
Bambie Thug No Makeup
Searches for "Bambie Thug no makeup," "Bambie Thug" and "Bambie Thug without makeup" have bumped up 500%, 400% and 300%, respectively, within the past week, per Google Trends. Bambie Thug (Bambie Ray Robinson) are a non-binary gothic Irish singer and song writer, known for their dark "hyperpunk avant electro-pop" style music, aka "grit pop" or "ouija pop." Self-described as a "demonic witch act," the artist performs in heavy, gothic makeup featuring boldly outlined, dramatic black eye and lip liner over a pale white foundation base. It's no wonder why people are curious to see what's beneath.
Discoloration, Retinol, Mandelic and TXA Serums
According to Exploding Topics, discoloration serum is trending; searches are up 1,360% in the past five years. Aligned with skin brightening and evening skin tone, this topic has come out on top several times in our previous reports, and shows no signs of slowing. Per the source, this trend refers to serums designed to diminish brown patches and post-acne marks. It is part of the broader category of skin care products formulated to improve skin tone and texture.
In parallel with this trend, interest has grown 4,500% for "faded discoloration serum;" 109% for "brightening serum;" 458% for "retinol serum;" 240% for "mandelic acid serum;" and 2,800% for "faded tranexamic acid (TXA) serum."
TikTok: Hair Marbling and Lifting Concealing
Lastly, per Spate's TikTok hashtag tracker, in the past week, hair marbling (#hairmarbling) and lifting concealer (#liftingconcealer) have risen to the top. #Hairmarbling grew 259,964%, week over week. As Allure describes it, this hair coloring technique is like "tie dyeing" hair and reminiscent of the nail art method called water marbling. The top trending TikTok video referred to it as a prism effect in hair. #Liftingconcealer saw a 24,748% surge in interest, week over week. This refers to a concealer application technique that gives a "lifted" and contoured impression.
To keep up on these regular trend reports, visit our Consumer/Market Trends web page or watch for our Consumer Pulse reports on LinkedIn.
