Our regular "Consumer Pulse" report on the socials reveals trends in cosmetic searches across the web. Top topics this week are: Milk Makeup jelly blush/tint, Morphe Makeup Talk eye/lip liner, Sugar Cosmetics valuation, rice serum, #spacemakeup and #lazylipstick.
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Milk Makeup Jelly Blush/Tint
According to Google Trends, searches on "Milk Makeup jelly blush/tint" grew "significantly" over the past week, likely due to the product's upcoming launch. Scheduled to drop Feb. 6, 2024, the brand teased this launch a few days ago on Instagram. The formula is described as a long-lasting blush/stain with buildable coverage and hydrating properties. The bouncy, jelly-textured blush reportedly glides on clear and is 90% natural.
Morphe Makeup Talk Eye/Lip Liner
Searches on "Makeup Talk Morphe" and "Makeup Talk Morphe lip liner" are up 1,500%, also per Google Trends. This eye and lip liner product from Morphe is no longer available in the "Makeup Talk" shade; per a TikTok post, it's been discontinued (probably adding to the hype). In fact, most shades of this product are sold out on the brand's website. The formula was described as "powerfully pigmented" and creamy-smooth, gliding upon application.
See related: Trending - Polite Society, NK Kosmetika, Shampoo Massager and #BlurringBlush
Sugar Cosmetics Valuation
"Sugar Cosmetics valuation" queries are up 350% in the Google Trends report, which appears to relate mainly to interest in the brand's great success. An interview with CEO Vineeta Singh by Fashion Week rolled out a day or two ago, touting the brand as "reaching unicorn status" - with an estimated value of more than $500 million. This internet-first brand raised a total of more than $84.9 million in 10 rounds of funding, across 30 investors.
A quick search on the brand's website highlighted one of the latest offerings: the Arch Arrival Brow Powder. Applied with a sponge-tip applicator, users just swipe color onto their brows to enhance and "volumize" their natural look. Featuring argan oil, the product claims to last 12 hr and is water- and smudge-proof.
Ingredients: Talc, Mica Polydimethylsiloxane, Argania Spinosa Kernel Oil, Dimethicone Crosspolymer, Phenoxyethanol, Caprylyl Glycol, Triethoxycaprylylsilane; May contain: CI 77491, CI 77492, CI 77499.
Rice Serum
According to Exploding Topics, interest in rice serum is skyrocketing. This refers to products for anti-aging effects that contain fermented rice. Interest in the category is reportedly booming thanks to Beauty of Joseon, with searches on this brand increasing 760% in the past two years. The brand generates $553K/month on Amazon, per Exploding Topics. This is part of a larger rice-based skin care meta trend, which includes other product types such as rice toners to balance skin's pH and rice water shampoo to nourish hair.
#Spacemakeup and #Lazylipstick
Last but not least, Spate's TikTok hashtag tracker never disappoints. While the top topic this week was the same as last week (#blurringblush; +2.42 million percent this week over last), second and third place went to #spacemakeup and #lazylipstick.
#Spacemakeup is up ~6,300% week over week and relates to space-inspired makeup, with bold purples, blues, rainbow, black, glitter and chrome color cosmetics applied to the face to add dimension. Several makeup artists have been demonstrating this effect, which continues to grow in popularity.
#Lazylipstick is up ~4,770% week over week and is an interesting, new lipstick form (new to us, at least). Presented in a sort of "disc" shape, the package lid swivels halfway around to open and reveal a "semi-circle" of lip product. The bar-like solid is contoured to look like the upper lip. Users can open the product one-handed or with their teeth, swiveling the lid via a tab on the package. They apply it by gently closing their lips around it (rather like a baby pacifier), and touching up as needed. The products are available in many shades, including color changing.
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