The Vogue Business Beauty Trend Tracker

The Vogue Business Beauty Trend Tracker, produced in collaboration with Spate, tracks the top five brands, trends and ingredients that are driving the most significant positive change in year-on-year growth that have also demonstrated consistent upward growth historically. Each week, we’ll spotlight a different beauty category. Wellness and supplements (June 2023 to May 2024) Wellness and supplement trends The top wellness and supplements trends reveal consumers are engaging in a multifaceted approach to health. Interest in tower pilates and Brazilian lymphatic drainage highlights a preference for physical wellness routines that combine fitness with holistic and therapeutic benefits. The popularity of detox supplements and sea moss supplements indicates a growing focus on internal cleansing and nutrient-rich products, especially reflected in the rise in searches for magnesium oil, which suggests an increasing awareness of mineral supplementation for stress relief and muscle recovery. Wellness and supplement brands Brands should consider a consumer preference for science-backed and specialised health solutions. Armra and Codeage show an inclination towards innovative, bio-optimised supplements targeting specific health benefits such as gut health and detoxification, while Optibac and Bioray emphasise the importance of a balanced microbiome and toxin-free body. Then, Fatty15’s popularity underscores the trend towards targeted, high-quality fatty acid supplements for cellular health and longevity. Wellness and supplement ingredients The top-growing wellness and supplement ingredients in search indicate a wider trend towards targeted nutrition. The rising interest in L-citrulline and L-theanine suggests a focus on enhancing physical performance and cognitive function, respectively. The popularity of black cohosh reflects a desire for herbal-based solutions that combat hormonal and menopausal symptoms. Increased searches for active hexose correlated compound (AHCC) supplements and algae oil highlight a lean towards immune system support and plant-based sources of omega-3 fatty acids. Bodycare (June 2023 to May 2024) Bodycare trends Bodycare trends highlight a consumer shift towards holistic and innovative self-care practices. The increased searches suggests a preference for natural ingredients and products with purported health benefits, as seen with turmeric. The growing popularity of peach body wash reflects a consumer preference for bodycare products that offer both pleasant sensory experiences and nourishing ingredients. The interest in specialised products, such as boob masks and body cleansing oils, indicates a growing focus on comprehensive and targeted skincare routines. Additionally, the popularity of cold plunges points to a desire for incorporating wellness rituals that promote overall physical and mental health. Bodycare brands The rising interest in bodycare brands such as Caudalie and L’Occitane indicates a growing consumer preference for premium and specialised personal care products. Consumers are increasingly seeking out brands that offer a luxurious experience and prestige marketing, as evidenced by the popularity of these brands. The focus on targeted solutions, such as those offered by Summer’s Eve for feminine hygiene and Cln Wash for dermatological needs, suggests a demand for products that address specific concerns. Lastly, the appeal of Duke Cannon reflects a trend towards gender-specific and targeted personal care options for men. Bodycare scents and notes Consumers are gravitating towards products and ingredients that combine sensory pleasure with functional efficacy in their bodycare routines. Ingredients such as sandalwood and turmeric indicate a preference for traditional and holistic remedies known for healing properties and targeted efficacious results. The popularity of Tahitian vanilla and peach highlights a trend towards fragrant ingredients that enhance feeling of bliss and tallow reflects an interest in rich, moisturising substances that provide deep nourishment. Together, feeling and function pave way for the category. Fragrance (June 2023 to May 2024) Fragrance trends Experimentation and personalisation usher in a new era of scent exploration. The year-on-year growth for discovery sets, pheromone perfumes, and oil-based and roll-on scents suggest consumers are seeking variety as well as the ability to sample before committing to a full-size purchase. Discovery sets are averaging at 1,600 monthly searches, which reflects a strong desire for value and exploration in scent choices. As sample-size scents witness positive growth, fragrance variety in the form of roll-on and oil-based products follow closely behind in a shift towards long-lasting and portable fragrance solutions that appeal to convenience and a desire for subtle scent choices. As consumers seek variety, they are more receptive to experimenting with fragrances that enhance personal allure and attraction (for themselves and others). The rise in pheromone perfumes align with a consumer desire for products that boast confidence-boosting properties. Together, these trends highlight a consumer base increasingly interested in adaptable and sensory-enhancing fragrance options. Fragrance brands The fragrance brands turning heads are reflective of storytelling and innovation, spanning luxury, heritage and lifestyle appeal. Xerjoff and Valentino Beauty emphasise exclusivity and craftsmanship, catering to consumers seeking prestige, rare blends and quality in fragrance. Roger & Gallet’s increase in search suggests a resurgence in appreciation for traditional, botanical-based fragrances with a rich heritage, while Michel Germain’s growth is indicative of a trend towards accessible luxury and sensuality. As for haircare brand Ouai, it has successfully bridged the gap between the hair world and fragrance; its hybrid portfolio indicates a convergence between beauty and fragrance, which reflects a consumer demand for integrated lifestyle brands with offerings that span multiple categories. Fragrance scents and notes Consumers’ fragrance preferences come alive in two worlds: one, familiarity and nostalgia brought about by musks and amber oils; then, fruity and tropical aromas. The search for classic musk and amber oils indicates a desire for comfort and warmth, while the rise of watermelon, pineapple and coconut signifies a craving for fresh and tropical notes that evoke experiences and locations. This suggests an openness to unique and bold fragrances, with a twist of nostalgia. The combination of traditionally masculine notes (musk and amber) and lighter, unisex options (fruits and coconut) reflects a move away from rigid gender norms in fragrance choices that continue to reflect the blossoming gender fluidity in scent. Nails (May 2023 to April 2024) Nail trends The top-growing nail trends reflect a consumer demand for innovative and efficient solutions within the nailcare space. The desire for customisable and novelty nail designs can be seen through the popularity of colour-changing gel and chrome French styles, which both allow room for personal expression. Convenience and durability are evident in the rising interest for gel nail stickers and rubber base gel, offering long-lasting alternatives. Lastly, the rise of the Russian manicure underscores a preference for precision and professional-grade techniques, as well as a shift towards meticulous and polished nail aesthetics. Nail brands Among the most popular nail brands is a mixture of care-focused (Caudalie hand and nail cream, for example), colourful and long-lasting options. The interest in artistry and individuality can be seen through brands Ethereal Lacquer and Daisy DND, which offer unique colours and finishes that cater to a diverse array of personal styles. Piggy Paint is positioned as a suitable option for younger consumers who seek at-home manicure solutions. Meanwhile, IBD Beauty’s focus on professional-grade products reflects a growing trend towards do-it-yourself, salon-quality treatments. Nail colours and finishes Sophistication, individuality and creativity are among the key themes for nail colours and finishes. The appeal of copper and metallic finishes highlights a desire for luxurious and bold nail art that stands out with a reflective quality, while the berry and pearl trends indicate a lean towards richer, more elegant colours with a refined aesthetic. Sculpted designs reflect an interest in three-dimensional nail art, underscoring a shift towards unique and intricate nail looks. Makeup (May 2023 to April 2024) Makeup trends The rising search trends for silicone primer, tubing mascara, multichrome eyeshadow, cluster lashes and eyebrow stain indicate a consumer shift towards long-lasting, high-performance and customisable makeup products. These trends indicate a preference for innovative formulas — such as tubing mascara or silicone primer — that offer durability and ease of use. Multichrome eyeshadow and cluster lashes reflect a desire for expressive, bold looks with unique finishes. Meanwhile, the increasing interest in eyebrow stain points to a growing focus on low-maintenance beauty solutions that deliver semi-permanent results. Makeup concerns Growth across search for products that tackle textured skin, foundation transfer, eyebags, mature skin and comedogenic concerns indicate a consumer focus on achieving a flawless and long-lasting complexion. These concerns reveal an increasing demand for skincare and makeup solutions that address specific skin issues, such as smoothing texture and preventing product transfer. The emphasis on eyebags and mature skin highlights a desire for benefit-driven options that cater to different life stages, while concerns around comedogenic products suggests consumers are increasingly clued-up on — and looking to avoid — formulations that clog pores and trigger breakouts. Makeup brands The top-growing makeup brands — Typology, Tower 28 Beauty, Beauty Creations, Unleashia and Laura Geller — reflect a wider shift towards diverse, inclusive and innovative beauty solutions. These brands are known for their emphasis on skin-friendly ingredients (Typology and Tower 28 Beauty), as well as their playful and expressive cosmetic offerings (Beauty Creations and Unleashia). The popularity of Laura Geller reinforces the demand for products that cater to mature skin types via age-appropriate solutions. Overall, consumers are seeking brands that offer transparency, are tailored to various skin types and concerns, and strike the perfect balance between skincare and makeup. Skincare (May 2023 to April 2024) Skincare trends Among the skincare trends gaining the most ground, there is a clear consumer preference for products that emphasise safety, effectiveness and innovation. Water-based SPFs and snail cream highlight a shift towards lightweight and hydrating formulations that cater to sensitive skin while offering multifunctional benefits. The interest in filler dissolvers and nano-infusion treatments reflects a demand for minimally invasive cosmetic procedures that provide quick and visible results. Kojic acid serum’s popularity underscores a desire for targeted solutions to hyperpigmentation, demonstrating a wider trend towards clearing and evening skin tone via potent active ingredients. Skincare ingredients Scientifically backed, versatile and natural ingredients are being prioritised by skincare consumers in their ingredient choices. Butylene glycol and propanediol indicate a demand for effective humectants that enhance moisture retention without causing irritation. Sulfur and kojic acid, meanwhile, focus on targeted treatments for acne and hyperpigmentation. The rise in searches for pomegranate oil points to a desire for natural antioxidants, emphasising the want for anti-ageing and skin-protective properties. Skincare brands The top-growing skincare brands represent a blend of high-tech beauty tools, traditional and innovative skincare solutions, and luxury experiences. Currentbody’s popularity indicates an increasing interest in at-home beauty devices offering professional-level results. Illiyoon and Etude House signify a strong preference for K-beauty products — valued for their gentle, effective and often unique formulations. The rise of Byoma underscores a trend towards barrier-boosting, science-driven skincare, while YSL Beauty reflects a continued demand for luxury brands that combine skincare with sophisticated aesthetics and branding. Hair (May 2023 to April 2024) Hair colour trends The top-growing hair colour trends suggest that consumers are gravitating towards subtle yet sophisticated shades that can be both natural and bold. Popular colours like milk tea and creamy blonde indicate a preference for soft, more muted tones with a luxurious finish, while the rise of cherry-red and bronde balayage highlights a desire for versatility and dimension, blending rich vibrant colours with natural bases. Overall, these trends reflect a move towards personalised high-quality colour treatments that enhance individuality and maintain a polished appearance. Hairstyle trends Consumers are seeking creative expression and practicality in their hairstyle choices. The popularity of rave hairstyles points to a desire for playful, vibrant and experimental looks, often influenced by cultural moments or festivals. By contrast, loose and athletic hairstyles suggest a need for convenience and versatility, catering to active lifestyles and everyday ease. Barrel twists showcase a preference for textured hair that is stylish and structured, while striking the balance between sophistication and easy maintenance. Hair colour brands The line-up of colour brands gaining the most traction reveals that consumers are prioritising quality, natural ingredients and innovative solutions across haircare more broadly. Christophe Robin and Tints of Nature reflect a demand for luxurious, eco-friendly options that emphasise natural ingredients and gentle formulations. Aveda’s popularity underscores a commitment to sustainability and plant-based products. Meanwhile, Mofajang and Redken highlight a desire for creative versatile colour solutions that offer professional-grade results and cater to diverse styling needs. Supplements (May 2023 to April 2024) Supplement trends The growing search trends for supplements like manganese, PMDD, astaxanthin, AHCC and silica suggest a consumer shift towards personalised and condition-specific health solutions. There’s a clear increasing awareness and proactive approach to managing specific health issues, such as hormonal imbalances, immune support and skin health. Consumers also prefer alternative, ‘natural’ remedies, as seen with interest in unique compounds like astaxanthin and AHCC. Brands should consider highlighting these ingredients or other components that look to target similar health concerns. Supplement brands Top-growing selfcare brands like Vicks, Bragg, Optibac, Mommy’s Bliss and Qunol reflect a trend towards health-focused and preventative products. Vicks is a traditionally ‘medicinal’ brand that’s successfully venturing into supplementation as consumer interest in their ZzzQuil Pure Zzzs Melatonin Gummies continues to grow. Bragg and Optibac offer natural and probiotic options, including apple cider vinegar supplements and probiotics for women, respectively. Mommy’s Bliss caters to family health, particularly for infants and children, demonstrating an increased focus on safe and effective products for all family members. Supplement ingredients The rising popularity in searches for supplement ingredients suggests an increased focus on preventative health and functional benefits, with consumers seeking ingredients that support specific needs like cardiovascular health, cognitive function, hormonal balance and metabolism. Rutin, a bioflavonoid found in certain fruits and vegetables, is known for its antioxidant properties, its potential to reduce inflammation and, along with amino acid L-citrulline, the improvement of blood circulation. Meanwhile, L-theanine — an amino acid primarily found in tea leaves — is praised for its calming effects and ability to enhance cognitive function without causing drowsiness. These trends underscore a growing awareness and demand for natural ingredients that offer targeted health benefits, as well as a need to further the education around supplementation. Bodycare (April 2023 to March 2024) Bodycare trends The growing interest in glycolic body lotion and vitamin C body lotion reflects a consumer focus on targeted skincare solutions that address specific skin concerns, from exfoliation to brightening. The popularity of vanilla body wash suggests a desire for familiar, comforting scents across personal care products, emphasising the importance of sensory experiences when making purchase decisions. Additionally, tallow soap highlights a resurgence in traditional and natural ingredients, as consumers seek simpler formulations and more authentic, time-tested remedies for their skincare needs. Silicone body scrubbers, meanwhile, indicate a preference for bath and body tools. Bodycare brands The rise of brands like Goodwipes represents a growing interest in convenient, on-the-go skincare solutions, catering to busy lifestyles and a need for practicality. Maui Moisture, Nakery Beauty and Native’s popularity reflects a trend towards accessible and effective products, while the emergence of Cln highlights a demand for skincare brands that prioritise transparency and efficacy. Bodycare ingredients The increasing interest in turmeric and tallow reflects a consumer preference for natural and holistic ingredients, driven by a desire for skincare solutions rooted in traditional remedies and alternative medicine. The growth in glycolic acid suggests an increasing acknowledgment of the efficacy in time-tested ingredients as well as scientifically backed formulations, which cater to specific bodycare needs. Underscoring the trend towards DIY skincare solutions, baking powder reflects a consumer desire for accessible and versatile ingredients when it comes to beauty routines — emphasising empowerment and customisation across selfcare practices. Fragrance (April 2023 to March 2024) Fragrance trends Rising searches for caramel, cherry and gourmand fragrances reflects a growing consumer interest in sweet and indulgent scents. A trend for fragrances that evoke both comfort and nostalgia, it aligns with a desire for familiar and comforting experiences. Meanwhile, roll-on perfumes indicate a shift towards convenience and portability, catering to consumers that seek on-the-go fragrance options. Perfume subscriptions signify a desire for personalised and hassle-free shopping experiences, whereby consumers are offered a curated selection of scents tailored to their preferences. Fragrance brands The increasing popularity of niche fragrance brands like Ffern and Nemat implies a growing consumer interest in unique and artisanal scents, indicating a desire for individuality and exclusivity. Lucky Brand and Dr Squatch each cater to those seeking more accessible fragrances. Michel Germain’s rise may indicate a demand for timeless and classic scents that appeal to consumers who appreciate sophistication and refinement. Fragrance scents and notes The surge in searches for davana, amber and patchouli fragrance notes shows growing interest in earthy gourmand scents, while the popularity of brown sugar and orange scents indicates a preference for sweet and uplifting gourmands. Across these trends, there’s a common theme of consumers seeking olfactory experiences that evoke a warmth, depth and richness. Nails (April 2023 to March 2024) Nail trends The rise in searches for Western nail designs reflects a wider interest in the Western aesthetic this year. Meanwhile, growth in searches for rubber base gel relates to consumers hunting down durability and longevity in their nail treatments, reflecting a preference for low-maintenance yet high-quality products. The popularity of gel nail stickers suggests a demand for both convenient and customisable nail art options — catering to those seeking creative expression with ease. Pink chrome nails and chrome tip nails demonstrate a broader trend towards metallic and reflective finishes, alongside a desire for glamorous and sophisticated nail aesthetics. Nail brands The surge in searches for DermaNail suggests a growing consumer interest in specialised nailcare solutions that indicate a focus on nail health and maintenance, while Blossom Beauty’s rise reflects a preference for organic and natural ingredients. DND’s long-lasting and professional-grade gel nail systems serve consumers looking to achieve salon-like results from home. Dazzle Dry’s appeal lies in its quick-drying and chip-resistant formulas that cater to busy individuals seeking efficient yet durable nail polish options. The growth of Chanel nail polish highlights the consumer’s appetite for nail products from luxury houses. Nail colours and finishes The popularity of copper and chrome nail colours reflects a consumer preference for more metallic tones and high-shine finishes that offer a richness and sophistication. Shimmer nail colours cater to consumers seeking a touch of sparkle and glamour in their nail designs through subtle yet eye-catching finishes. Transparent and iridescent nails signify a growing interest in minimalistic and ethereal nail choices, with searches for iridescent nails specifically reflecting a preference for versatile and whimsical designs. Makeup (April 2023 to March 2024) Makeup trends Rising searches for electric makeup brush cleaners reflects a growing interest for convenience when it comes to beauty hygiene. The growth across silicone primers reflects an interest in smooth, pore-minimising bases with a focus on flawless skin texture. Water-based foundation searches signal a consumer shift towards lighter, breathable formulas that emphasise a natural, dewy complexion over heavy coverage. Tubing mascaras and brow stains underscore trends towards long-lasting, smudge-proof makeup, as well as desires for products that withstand busy lifestyles without demanding constant touch-ups. Makeup brands Heightened demand for Christian Louboutin’s luxury lipsticks showcases a consumer willingness to invest in prestige brands. Fièra Cosmetics’s emergence highlights a preference for inclusive brands that offer products suitable for various skin tones and textures. Patrick Ta’s search success highlights the power of a high-profile name, while the success of RMS Beauty reflects consumer interest towards brands that value communication and non-toxic products. Makeup benefits The climbing interest towards thicker brows suggests a departure from overly groomed looks to an embrace of natural features that favour authenticity and individuality. Searches for glowy makeup indicate a continued preference for radiant, luminous skin that leave a healthy, dewy complexion. Searches for setting showcases a focus on makeup longevity and durability, as more consumers prioritise products that keep their makeup intact throughout the day. Poreless and non-comedogenic search queries reveal a concern for skincare properties within makeup offerings, emphasising a desire for products that not only enhance appearance but also promote skin health and prevent breakouts. Skincare (March 2023 to February 2024) Skincare trends The rising preppy skincare trend suggests that, for some consumers, product packaging is front of mind when selecting skincare. The steady demand for PHA toner supports the shift towards gentler exfoliation methods, as well as the preference for skincare products that prioritise skin health and sensitivity. The appeal of snail mucin cream, kojic acid soap and rice face masks underscore a growing interest in Asian beauty rituals, which emphasise a fascination with ancient traditions and ingredients known for their brightening and rejuvenating properties. Skincare brands The popularity of skincare brands Beauty of Joseon, Goodal and Sulwhasoo suggests a growing fascination with K-beauty brands in particular, reinforcing a trend towards Asian beauty philosophies and ingredients. Medik8’s gaining traction supports the rising demand for science-backed skincare products that prioritise both efficacy and results-driven solutions. The attention captured by Ecooking represents a wider shift towards eco-conscious and sustainable skincare choices, signalling a preference for brands that prioritise natural ingredients and ethical practices. Collectively, these brands signify a diverse range of consumer interests, spanning from traditional Asian beauty to science-based formulations and eco-friendly approaches — reflective of a multifaceted approach to skincare consumption. Skincare ingredients The rising demand for marine collagen reflects a growing preference for marine-derived ingredients, as well as a wider trend towards exploratory skincare sources. The surge in interest for kojic acid suggests brightening and pigmentation-correcting solutions are on the rise, with a focus on even complexions and hyperpigmentation concerns. Sesame oil and castor oil feed into the embrace of natural and nourishing oils within skincare, emphasising a preference for holistic and ingredient-conscious beauty routines. The resurgence of sulfur in skincare searches signifies a return to traditional remedies for treating acne and skin conditions, showcasing a desire for effective yet gentle solutions rooted in historical practices. Hair colour (February 2023 to January 2024) Hair colour trends The growing interest in high-lift colour suggests consumers are seeking out colour products that prioritise hair health. The popularity of applicator bottles indicates a demand for convenient and precise application methods that align with DIY haircare routines. Hair glaze and hair gloss trends lean towards a consumer focus on enhancing shine and maintaining colour vibrancy — demonstrating a desire for polished and healthy-looking locks. The interest in colour care shampoo highlights a commitment to preserving hair colour integrity while prolonging salon results. Hair colour brands The continued rise of Kérastase suggests a willingness among consumers to invest in high-quality haircare solutions that maximise at-home results. Surya Brasil’s growth hints at an increasing interest in both natural and organic hair colour options. Color&Co’s popularity indicates a desire for more personalised hair colour solutions that cater to individual preferences and needs in the comfort of consumers’ homes. Just For Men focuses on men’s grooming and self-care, with rising searches for the brand highlighting the opportunity for colouring products that target male grooming needs. Hair colours Cherry cola and apricot hair colours are surging across search, which reflects a growing interest in bold and unconventional red hues. Meanwhile, the popularity of tweed and hazelnut tones indicates a preference for natural and earthy colour palettes. Beige blonde’s popularity indicates a shift towards softer and more muted blonde shades, reflecting a desire for versatility and low-maintenance hair colours that complement various skin tones. Supplements and ingestibles (March 2023 to February 2024) Supplement and ingestible trends The top growing trends in supplements and ingestibles, such as lion’s mane, NMN and lycopene, indicate significant consumer interest in products that promote energy while offering anti-ageing benefits. The increasing popularity of magnesium oil demonstrates consumers’ keen interest in supporting muscle health and relaxation. Similarly, the rising search queries for GLA supplements signify a consumer desire for targeted support through ingestible products. Supplement and ingestible brands The increasing interest in NativePath reinforces the popularity of their Collagen Peptide product. Searches for Happy Mammoth and Winged Wellness underscore the desire for female-specific supplements, indicating an opportunity for brands that cater to women’s needs. The high search volume of brand Moon Juice underscores the success of their Moon Juice Magnesium product. Furthermore, the rise in searches for Cocoavia indicates consumer curiosity around the company’s health focus as well as its products — including the quest for customer reviews. Supplement and ingestible ingredients Growing ingredient searches alongside supplements like castor oil and shilajit highlight a wider interest in detoxification. The growth in searches for cayenne pepper and lion’s mane reveals the strong desire for ingestible products that seek to support energy and inflammation. Magnesium’s growth in searches reflects a strong consumer desire for supplements that help support recovery, relaxation, and even sleep. Bodycare (March 2023 to February 2024) Bodycare trends The increasing interest in anti-chafe products indicates a consumer focus on building comfort and practicality into daily routines while highlighting a demand for solutions that address discomfort. Silicone body scrubbers symbolise a move towards durable, reusable alternatives to traditional loofahs for physical exfoliation. The popularity of turmeric soap mirrors a growing fascination with effective natural ingredients in bodycare products. Meanwhile, the emergence of the “everything shower”, as well as trending vanilla body washes, suggest a desire for both convenience and indulgence as consumers seek multipurpose products that simplify their self-care routines while providing sensory experiences. Bodycare brands Increased searches for Naturium reflects consumers’ growing emphasis on bodycare solutions that feature trending ingredients and innovative formulations. The rise in searches for brands such as Eos and Touchland underscores the significance of accessibility for brands in gaining consumer awareness. Duke Cannon’s surge in interest indicates the performance potential for body-focused products catering to male grooming needs. The presence of Cln among the top growing brands suggests a rising interest in dermatologist-recommended products, showcasing consumer trust in science-backed skincare solutions for various skin concerns, particularly eczema. Bodycare ingredients The growing interest in beef tallow and turmeric suggests a fascination with natural bodycare ingredients, as well as a preference for straightforward and efficient bodycare choices. The popularity of vanilla oil shows a leaning towards indulgent bodycare, aligning with a trend towards selfcare rituals that cater to both physical and emotional comfort. Ingredients like hyaluronic acid and glycolic acid signal a rising consumer emphasis on science-backed formulations and skincare technologies while showcasing a demand for products that deliver visible results by targeting specific skin concerns. Fragrance (February 2023 to January 2024) Fragrance trends The rising interest in pistachio, vanilla, caramel and peach fragrances indicates a growing preference for gourmand scents. The growth in searches for vanilla and caramel fragrances reveals that consumers are drawn to scents that offer a sense of familiarity and nostalgia. Meanwhile, the popularity of discovery sets suggests a desire for variety and exploration, allowing consumers to experiment with different scents and find their signature. Overall, these trends reflect a shift towards fragrances that evoke sensory experiences tied to sweetness, warmth and personal expression. Fragrance brands The growing popularity of brands like Nemat and Kyse Perfumes suggests a rising interest in niche and artisanal fragrance options. Growing searches for Dr Squatch’s cologne showcases the opportunity for brands with a familiar scent to branch into fragrance. Search surges for By Rosie Jane and Dedcool represent a consumer interest in non-toxic products that often prioritise natural ingredients, as well as transparency. Fragrance scents High interest in vanilla, amber, musk, brown sugar and caramel scents reflects a consumer preference for warm, inviting and indulgent fragrance notes — these gourmand scents evoke feelings of comfort, more specifically. The shift towards gourmand fragrances is largely due to the multisensory experiences they offer, reminiscent of both cosy moments and sweet treats. Nails (February 2023 to January 2024) Nail trends The growing interest in rubber base gel and semi-cured nail strips highlights the consumer’s growing curiosity for experimental nail products. Additionally, the popularity of chrome and metallic finishes indicates a preference for eye-catching designs. These trends highlight a consumer demand for innovative nail products that provide both style and practicality. Nail brands The growth in searches for Kiss highlights the modern consumer’s interest in press-on nails. Meanwhile, the rise of Ethereal Lacquer, Pear Nova, and Nine Zero Lacquer reflects a growing interest in indie and niche brands that indicate a desire for more unique and personalised nail experiences. The growth in searches for Mischo Beauty suggests that consumers are interested in clean, luxury nail products. Nail colours and finishes Top-growing nail colours like berry and chocolate brown reveal a customer interest in deeper tones for this season. The rise of chrome, metallic and frosted finishes indicates a preference for bold nail looks, and a desire for self-expression through nail design. Overall, these trends underscore a shift towards classic yet bold nail colours and finishes that cater to both everyday wear and special occasions. Makeup (February 2023 to January 2024) Makeup trends The growing popularity of peel-off lip stain and silicone primer suggests a consumer preference for long-lasting makeup solutions that are convenient, easy and even satisfying to apply. Wet-set lashes and Douyin makeup lean towards a desire for the wet-effect look. Meanwhile, the growth in searches for preppy makeup signifies an interest in both the aesthetic and packaging of beauty products. Makeup brands The popularity of Fièra Cosmetics reflects an interest in products marketed for the mature woman, while Patrick Ta’s popularity targets the growing interest in products created by celebrity makeup artists. Searches for Summer Fridays supports the consumer preference for makeup products driven by skincare ingredients. Jung Saem Mool’s rise in popularity reveals the impact of K-Beauty beyond just skincare. The rise in searches for Unicorn Snot indicates a playful and experimental approach to makeup, with consumers seeking products that allow them to express their creativity and individuality through bold, unconventional choices. Makeup benefits The benefits of weightless, non-toxic and dewy skin makeup are rising to the fore in consumer preferences, as products that enhance natural beauty without feeling heavy or harmful to the skin are growing in popularity. Emphasis on glowy and dewy skin aligns with a broader trend towards radiant, healthy-looking complexions that indicate a preference for skincare-infused makeup providing long-lasting hydration and luminosity. The growing awareness of the importance of sun protection is boosting interest in reapplying SPF through makeup products, as consumers desire more convenient, multi-functional products that can simplify skincare routines. Skincare (February 2023 to January 2024) Skincare trends Top-growing skincare trends, like preppy skincare and skin flooding, reveal a preference for holistic skincare practices and aesthetics. This is a signal for brands to pay attention to the skincare “experience” when developing new products or packaging. The pumpkin enzyme mask trend suggests a preference for products perceived to be clean or organic; or made from familiar ingredients. Skin flooding and water-based cleansers offer both hydration and gentle cleansing, highlighting a desire for products that are effective yet gentle on the skin. Trending Aviclear laser treatments reinforce interest in advanced skincare technologies, and a willingness to invest in high-tech solutions that combat acne-prone skin. Overall, these trends reflect consumer behaviour that values efficacy, natural ingredients and advanced technologies in skincare. Skincare brands Skincare brands among top searches reflect the value of innovation, inclusivity and effectiveness for consumers. Brands like Kosé and Futurewise, focusing on advanced formulations and cutting-edge technologies, appeal to consumers who seek high-performance skincare solutions. Meanwhile, Woolzies and Dermaclara prioritise natural and clean ingredients that resonate with consumers who prioritise sustainability and transparency. The spike in searches for Daxxify indicates that consumers are doing their research before heading to the dermatologist or aesthetician. Skincare ingredients Trending skincare ingredients across search data highlights the importance of both natural and science-backed solutions. Madecassoside, birch and kojic acid indicate a consumer preference for botanical and traditional ingredients, while exosomes and polypeptides suggest consumers are seeking out advanced and innovative skincare solutions. The growth in searches for kojic acid emphasises a focus on brightening and evening skin tone, as well as a preference for products with proven efficacy and visible results. Natural, innovative and effective skincare solutions are currently highly valued by consumers. Haircare (February 2023 to January 2024) Haircare trends The growing interest in split end trimmers reflects a consumer focus on hair health and maintenance, with an emphasis on prevention over reactive treatments. Products like Chebe hair butter indicate a preference for natural ingredients and traditional remedies, aligning with a broader movement towards clean beauty. Meanwhile, scalp derma rollers demonstrate a shift towards holistic approaches to haircare that position scalp health as central to strong, vibrant locks. Increasing interest in such hair health tools offers an opportunity for haircare or hair tool brands, alike. Amino acid hair treatments and pre-wash routines show heightened demand for specialised and targeted solutions tailored to individual hair needs, as well as a desire for personalised and effective haircare regimens. Haircare brands The growth in searches for Hers reflects the desire among consumers to find effective hair growth solutions. Searches for K-beauty brand Dashu suggest a rising demand for men’s haircare solutions, as well as an interest in Korean hair brands and K-beauty skincare. SGX NYC’s popularity reflects a want for accessible dry shampoo powders, while both Amika and Native's search success is driven by queries related to shampoo products. Haircare ingredients The surge in searches for tamanu oil, pectin and seaweed reflects a growing demand for natural ingredients that offer holistic and sustainable beauty solutions. The growth in searches for magnesium and melatonin for haircare products specific to hair loss concerns aligns with broader wellness trends in haircare. Lastly, consumer interest in seaweed highlights a shift towards marine-based ingredients known for their nourishing and fortifying properties, catering to consumers seeking rejuvenating and environmentally friendly haircare options. Wellness and supplement trends The continued growth in anti-ageing and cellular health is supported by the rising interest in NMN and NAD supplements — consumers are continuing the shift towards proactive well-being. Lion’s mane supplements remain popular for those with a desire for mental clarity and improved brain function, as awareness increases among cognitive health. The prominence of magnesium bisglycinate signifies a heightened emphasis on sleep and stress management, aligning with a holistic approach to overall wellness. Search rises for lycopene supplements may indicate a rising concern in cardiovascular health and showcase a proactive attitude towards preventing chronic diseases. Wellness and supplement brands The surge in searches for Happy Mammoth and Primaforce reflects a growing consumer interest in holistic wellness, encompassing both physical and mental health. Symprove’s prominence underscores an increasing focus on gut health, as well as recognition of its role in overall well-being. LMNT’s rising search data demonstrates heightened awareness of the need for electrolyte balance and hydration across the fitness and wellness community. The presence of Arrae among top-growing brands points towards a trend in natural remedies or supplements for stress management and hormonal balance, in another holistic approach to health. Wellness and supplement ingredients Further interest in serine as an ingredient reflects a focus on cognitive health and stress management for consumers, as well as a desire for mental well-being. The growing popularity of shilajit references a rising trend in natural and traditional recipes to support overall vitality and energy. NMN’s prominence shows a significant consumer shift towards anti-ageing and longevity solutions, while search data for lion’s mane and cayenne pepper suggests a collective interest in natural ingredients for combatting cognitive function and metabolic support; reflective of a broader preference for holistic approaches to well-being. Bodycare trends More consumers are prioritising holistic well-being, as interest in magnesium flakes grows, suggesting a focus on relaxation and stress relief through mineral-rich bath products. The increasing popularity of silicone body scrubbers feeds into the desire for bodycare tools, while the prevalence of hyaluronic acid body lotion signals a demand for skincare products that offer deep hydration and emphasise long-term skin health. Vanilla body wash is popular for its vanilla scent and multiple usage in daily regimens. Lastly, the growth in searches for tallow soap indicates a preference for natural and familiar ingredients that showcase a return to simple, nourishing formulations in bodycare routines. Bodycare brands Patrick Ta’s cult bodycare products signal a growing want for luxury and indulgence when it comes to bodycare. Consumer emphasis on sun protection and skincare is evident in the prominence of Supergoop!, which implies a heightened awareness of the importance of UV protection and overall skin health; Hawaiian Tropic’s popularity also supports the importance of UV protection in bodycare. The success of Native Essentials and Carol’s Daughter suggests a strong inclination towards natural and clean beauty, emphasising a shift towards conscious and transparent ingredient choices in bodycare products. Bodycare ingredients Top bodycare ingredient searches for hyaluronic acid reflect a prioritisation of hydration below the neck. The resurgence of beef tallow, as well as sesame oil, plays into the growing interest for traditional and natural ingredients, alongside a return to simple, time-tested formulations across bodycare. Triamcinolone acetonide’s presence indicates a consumer focus on specific skin conditions and dermatological concerns that are targeted by effective solutions. The prevalence of glycolic acid suggests an increasing desire for chemical exfoliation and resurfacing in a commitment to advanced techniques that improve skin texture and tone beyond the face. Fragrance trends Pistachio perfume is growing in interest, suggesting a desire for unique and unconventional scent profiles that indicate a shift away from traditional fragrance choices. The popularity of summer fragrance reflects seasonal preferences and a consumer inclination to tailor scents to specific times of the year --- the respective connection between fragrance and mood offers a great opportunity for brands to reframe summer scents. Pheromone perfumes, meanwhile, signify an interest in products that claim to enhance attraction, showcasing a focus on the olfactory aspect of personal relationships. The trend towards caramel and peach perfumes indicates increasing demand for gourmand scents, which offer sweet and fruity notes. Fragrance brands The surge in searches for Dr. Squatch suggests a growing interest in cologne products from an already reliable male grooming source. Kyse Perfumes's popularity --- known for its niche and artisanal fragrances --- showcases a consumer desire for unique and personalised scent experiences. Ex Nihilo's presence among top searched points to a trend in luxury and exclusivity for fragrance choices, whereby shoppers are willing to invest in premium olfactory experiences. By Rosie Jane and Nemat are gaining traction in the clean and sustainable beauty space, emphasising a preference for brands to align with ethical and environmentally conscious values. Fragrance notes Vanilla scents and their timeless appeal are seeing a hike in interest, as classic, comforting and nostalgic fragrance notes that evoke familiarity and warmth prove a hit with consumers. Musk's popularity indicates a desire for sensual and alluring scents, as well as a focus on personal allure and attraction. The trend towards amber scents underscores an appreciation for rich and exotic fragrance profiles that have an air of opulence and sophistication. Search surges for caramel and brown sugar scents suggest a growing fascination with gourmand fragrances and a preference for sweet, indulgent olfactory experiences. Nail trends Consumer interest in rubber base gel is on the up, with a preference for durable and flexible nail enhancements, customers are seeking long-lasting and resilient manicure solutions. The growing popularity of lip gloss nails lies in their glossy finishes and neutral tones, showcasing a trend towards subtle, yet polished, nail aesthetics. Meanwhile, the emergence of semi-cured gel strips ties into the desire for convenient and time-efficient nail applications — reinforcing a shift towards hassle-free beauty routines. The metallic, futuristic design of chrome tip nails has sustained interest from consumers, as well as Russian manicures that tap into the importance of intricate and well-maintained nails through precise nailcare techniques. Nail brands The popularity of Kiss Impress’s convenient and easy-to-apply nail solutions indicates a desire for quick and hassle-free manicures. Ethereal Lacquer’s success points towards a consumer preference for creative and distinctive nail polish options. Interest in vegan and cruelty-free beauty brand Ella+Mila underscores a consumer demand for ethical and sustainable nailcare options, while Sundays’s nail polish popularity supports the trend towards clean and non-toxic formulations. Consumers are ultimately prioritising healthier alternatives in their nailcare routines. The presence of DND gel proves that demand for salon-quality gel products remains, with consumers investing in professional-grade nail enhancements that create long-lasting and durable results. Nail colours Trends in bold and attention-grabbing manicures are supported by increasing interest in chrome nail colours that offer futuristic and reflective finishes, while the appeal of copper and bronze hues suggests a contrasting desire for warmer tones, alongside. The popularity of berry shades indicates a preference for rich and versatile hues that are both elegant and timeless. Metallic nail colours reflect a desire for high-shine and modern finishes while showcasing a preference for edgy and fashion-forward manicure choices. Makeup trends The surge in interest for wet-set lashes and dark feminine makeup indicates a shared consumer lean towards bold and expressive beauty, showcasing a collective desire for impactful eye looks. The prominence of Douyin makeup underscores the influence of international social media platforms, supporting the growing impact of digital communities on beauty preferences. The emergence of latte makeup and colour-changing lip gloss reflects a trend for natural and versatile makeup choices, underlining a common preference for simplicity and adaptability in beauty routines. Makeup brands The growth in searches for Fièra Cosmetics, driven by their anti-aging concealer, suggests a consumer focus on skincare benefits integrated into makeup products. The popularity of BK Beauty and their makeup brushes points to a heightened emphasis on quality tools in beauty routines. Summer Fridays’s diverse product searches, particularly for the skin tint and lip balm, indicate a preference for brands offering a holistic range of skincare-driven makeup solutions. Growing searches for Dibs Beauty’s makeup sticks, as well as the brand itself, highlight a consumer interest in convenient and portable beauty products, aligning with a trend for on-the-go and accessible beauty solutions. Makeup benefits Increasing searches for glowy, sun-kissed and dewy skin benefits indicate a collective consumer preference for radiant and natural-looking makeup finishes, tying into the broader trend of healthy and luminous complexions. The emphasis on weightlessness in searches for lip stains and foundations suggests a growing demand for lightweight and comfortable makeup options, suggesting a shift away from heavier formulations. Overall, these trends underscore a consumer-driven movement towards makeup choices that prioritise freshness, comfort and the seamless integration of skincare principles into beauty routines. Skincare trends The growth in searches for aviclear laser suggests consumers are interested in intensive treatments that provide long-lasting effects. The popularity of milky toners and growing searches for skin flooding reflects an increased focus on intensive hydration. The sustained demand for star pimple patches indicates a continued emphasis on targeted and effective acne treatments, feeding into a desire for innovative yet practical solutions that make skincare a little more fun. The interest in water-based cleansers signals a preference for lightweight and refreshing formulas. Skincare brands Byoma’s growing search popularity highlights a climbing demand for barrier-building products. Searches for Skin1004 indicate a focus on simplicity and efficacy, suggesting a preference for straightforward and reliable skincare formulations. The sustained prominence of Beauty of Joseon supports consumer interest in products that repackage Korean ingredients at an accessible price point. Searches for Vibriance’s Super C Serum demonstrate the impact a successful and effective product can have on a brand’s overall relevance. The growth in searches for Agency reveals that consumers are looking towards more personalised products for anti-ageing solutions. Skincare ingredients The increasing interest in polypeptides suggests a consumer focus on both advanced anti-ageing and skin rejuvenation, coupled with a desire for high-performance ingredients in skincare. The popularity of heartleaf and snail mucin in search data indicates interest in traditional Korean skincare ingredients that work. Searches for kojic acid highlights a rising demand for brightening and hyperpigmentation-targeting ingredients, emphasising a growing desire for even skin tone and alternative acid products. The prominence of polyglutamic acid signals a growing preference for intense hydration and moisture retention. Haircare trends The growing popularity of split end trimmers in search highlights a consumer interest in hair tools that proactively support hair health. The sustained growth in searches for chebe hair butter suggests interest in natural and traditional ingredients, reflecting a preference for holistic and culturally-inspired beauty solutions when it comes to haircare. Searches for hair pre-wash reveals consumers are not concerned with adding more steps to their cleansing routine, and hope to get the most out of their wash day. The interest in lightweight conditioners and hair bonding treatments suggests consumer demand for effective yet weightless solutions, indicating a desire for products that balance nourishment with a non-greasy, manageable feel. Haircare brands The increasing search interest in Hers suggests a consumer shift towards personalised and inclusive haircare solutions with a desire for products tailored to individual needs. The popularity of Aromatica points to a rising demand for sustainable beauty choices, coupled with a growing consciousness about the environmental impact of haircare. Dae Hair’s search prominence indicates a preference for brands that focus on botanical ingredients and simplicity in haircare routines. The search trend for SGX NYC and Necessaire emphasises a consumer interest in innovative formulations and packaging, showcasing a demand for modern, aesthetically-pleasing products that also deliver effective results. Haircare ingredients The increasing focus on haircare products without sodium sulphate suggests a consumer preference for gentler and sulphate-free formulations, reflecting a growing awareness of potential irritants across haircare. The popularity of pectin in search data indicates a trend towards natural and plant-based ingredients that are still effective. The growth in searches for ciclopirox reveals a rising demand for specialised and targeted treatments, as well as a shift towards solutions that address specific scalp or hair concerns. Searches for melatonin alongside haircare reflects a growing interest in holistic approaches to hair health. The prominence of Ayurvedic oil suggests a consumer inclination towards traditional and culturally-inspired beauty practices, showcasing a desire for time-tested natural remedies in haircare routines. Wellness and supplement trends The growing interest in wellness trends such as NMN and DMAE supplements reflects a consumer shift towards proactive health management, seeking supplements that claim to enhance cognitive function and support overall wellbeing. Mouth taping, associated with improving breathing patterns during sleep, suggests a focus on sleep hygiene and its impact on holistic health. Lion’s Mane supplement’s rising popularity indicates a keen interest in natural solutions for cognitive health and potential nootropic benefits. The increased search for magnesium bisglycinate underscores the importance of recovery via supplementation through a consumer lens. Wellness and supplement brands The growth in searches for wellness brands, such as Happy Mammoth and Jshealth, are gaining traction for their holistic approaches to supplementation. Searches for Happy Mammoth and Winged Wellness support the consumer’s interest in hormone support. Winged Wellness is likely appealing to those seeking women-centric wellness solutions, while Naturalslim’s surge is linked to weight management via ingestibles. The brand Mitoq stands out for its focus on mitochondrial health, aligning with a growing interest in advanced biohacking. Wellness and supplement ingredients The surge in searches for supplements and ingestible ingredients like exosomes, colostrum, Himalayan salt, NMN and cayenne pepper suggests a growing interest in both unconventional and natural health solutions. Consumers are increasingly exploring cutting-edge options, such as exosome injections and NMN capsules, indicating a desire for biohacking and regenerative approaches to wellness. The growth in colostrum demonstrates the consumer’s search for immune-boosting and gut health benefits through supplementation beyond probiotics, while the popularity of Himalayan salt and cayenne pepper reflects a continued preference for incorporating traditional and holistic ingredients into daily diets. Bodycare trends The growing popularity of cold plunge suggests a rising interest in experiences, reflecting a desire for sensory stimulation and revitalisation that supports both the body and mind. Searches for silicone body scrubbers indicate an interest in reusable, sanitary alternatives for exfoliation. The growth in searches for glycolic body lotion highlights a focus on skincare beyond the face, with consumers seeking products that promote full body exfoliation and skin renewal. Searches for body cloths reveal a preference for convenient solutions in bodycare. Bodycare brands The popularity of Salt & Stone suggests continued consumer interest in natural and clean beauty, as seen through a preference for products with minimal yet organic ingredients in bodycare routines. Patrick Ta’s rise points to a growing trend of makeup brands strategically moving into skincare or bodycare categories. Touchland’s search growth reflects a heightened focus for on-the-go solutions. The popularity of Eos reveals a continued interest in playful and visually appealing packaging, at an accessible entry point. The growth in search data for Nuxe supports the interest in French skincare and bodycare products from the American consumer. Bodycare ingredients The growing interest in hyaluronic acid across bodycare indicates a consumer focus on hydration and anti-ageing properties that offer deep moisturisation and skin-plumping effects. The unconventional trend of breast milk as an ingredient suggests a growing desire for consumers to utilise natural ingredients in bodycare. Searches for sesame oil highlights the success a brand can have based on one ingredient; the rise of sesame oil in this category is driven by Neutrogena’s line. Additionally, the growth for alpha hydroxy acid and glycolic acid underscores the demand for exfoliation and skin renewal ingredients, signalling a trend towards products that promote a smoother and more refined skin texture through chemical exfoliants. Fragrance trends The popularity of Arabian perfume suggests a growing interest in complex and luxurious scents, reflecting consumer desire for unique and culturally inspired fragrances. The rise of pistachio perfume indicates a trend towards gourmand fragrance notes. Pheromone perfumes align with a broader interest in personalised beauty products, as consumers seek fragrances that claim to enhance attraction and personal chemistry. The surge in searches for summer fragrances highlights a seasonal shift in consumer preferences, emphasising the importance of scents specific to different times of year. The growing demand for perfume subscriptions signals a desire for convenience and variety in fragrance options. It also points to a gifting opportunity for fragrance brands during the holiday season. Fragrance brands The rising popularity of Dr Squatch demonstrates the possibility for body care brands to branch into fragrance. Interest in Ex Nihilo reflects a desire for exclusivity and unique fragrance experiences among consumers, especially as the holiday season nears. By Rosie Jane’s growth points to a trend favouring clean and minimalist beauty, with an emphasis on transparent ingredient sourcing and eco-friendly practices. The popularity of Dedcool and Ouai suggests a rising demand for versatile and inclusive scents among the evolving landscape of consumer preferences. The success of Ouai in fragrance, similar to Dr Squatch, showcases the opportunity to take fragrance across categories. Fragrance scents and notes The interest in vanilla scents reflects a consumer preference for familiar and comforting fragrances. Similarly, the popularity of musk indicates a warm, timeless appeal, suggesting consumers value classic and sensual notes that evoke sophistication. The growth in ginger scents signals a developing interest in fresh and spicy fragrances, while the rise of amber and bourbon scents reveal a demand for rich and complex notes. All of these trending notes indicate a desire towards warm, alluring fragrance profiles that offer depth and character. Nail trends The surge in searches for silver chrome nails and chrome French designs indicates a growing preference for metallic and eye-catching aesthetics. The popularity of rubber base gel and semi-cured gel strips indicates a demand for durable and versatile nail solutions, showcasing a shift towards long-lasting manicures that can withstand daily activities. The inclusion of lip gloss nails highlights a convergence of beauty trends. The trending semi-cured gel strips also point to a rising interest in convenient and time-efficient options for achieving professional-looking results at home. Nail brands The popularity of Nine Zero Lacquer and Pear Nova indicates a consumer trend that seeks unique and artistic nail options, emphasising a preference for individuality in nail polish choices. The rise of Glamnetic suggests a growing fascination with easy-to-apply nail solutions, pointing to consumer demand for convenient and trend-forward options. The inclusion of Ethereal Lacquer and Cadillacquer in the mix suggests a consumer inclination towards more ethereal and unique finishes, indicating an interest in nail products that offer a touch of fantasy and otherworldly beauty. Nail colours and finishes The increasing popularity of chrome and metallic nail colours suggests a consumer preference for bold elegance and futuristic taste with eye-catching and high-shine finishes. Trending chocolate brown reflects a shift towards versatile neutrals with warmth and sophistication. The interest in iridescent nail colours points to a playful inclination that sees a shift across finishes, highlighting a desire for nails that exude whimsy and change in different lighting conditions. Makeup trends The popularity of colour-changing lip glosses indicates a consumer fascination with versatile and adaptive makeup products, aligning with the demand for customisable beauty options. A boost in searches for lip clay implies a preference for innovative textures, indicating the need for brands to develop intriguing formulations. The growing popularity of manga lashes and peel-off lip stains reflects a consumer interest in playful and long-lasting makeup solutions, highlighting a demand for products that offer both creativity and durability in beauty routines. Makeup brands Increased searches for Palladio Beauty suggests a growing consumer interest in affordable yet high-quality makeup options. The popularity of Fiera Cosmetics indicates a desire for inclusive and diverse product offerings, encouraging makeup brands to cater to a wider range of skin tones, types and ages. The emergence of Dibs Beauty highlights a growing interest in multifunctional beauty products, like their Status Stick. Caliray and Made by Mitchell point to a rising preference for indie or niche brands. Makeup benefits The increasing search interest in glowy and dewy skin reflects a consumer preference for radiant and luminous complexions. And increasing searches for sunkissed shows a desire for a bronzed appearance, indicative of the trend towards warm and radiant makeup looks. The emphasis on moisturising aligns with a growing demand for skincare-infused makeup, while interest in plumpness indicates a desire for more voluminous features, particularly products that add fullness to lips, cheeks or other facial areas. Skincare trends The top-growing skincare trends reflect a desire for quick-fix solutions and problem-solving approaches, evident in products like the star pimple patch, which address immediate concerns around acne. The incorporation of innovative technologies such as the Moxi laser suggests a pursuit of advanced treatments for skin. The use of natural ingredients and unique formats, as seen in the snail facial and modelling mask, demonstrates a simultaneous interest in holistic, nature-derived skincare experiences alongside technological advancements. Skincare brands The surge in popularity of Futurewise, Drunk Elephant, Agency and Vibriance suggests a consumer inclination toward results-driven products. These brands emphasise transparency in their formulations and marketing, and cater to the demand for efficacious skincare. The growth in searches for Agency echoes consumer interest in dermatologist-recommended and prescribed products, whereas searches for Vibriance highlight the success of a brand focused on celebrating age. Skincare ingredients Rising ingredient trends like polypeptide and biocellulose signal a preference among consumers for advanced skincare technologies and materials. Natural elements like snail mucin and yerba mate point to growing awareness of natural and botanical ingredients. The focus on ingredients like kojic acid demonstrates a growing interest in skin-brightening and hyperpigmentation-correcting elements in skincare routines. Hair trend The surge in lace melting spray and hair wax stick signifies a growing consumer interest in specialised hair products for precise and intricate styling, catering to diverse hair textures, styling needs and wigs. A growth in searches for sea salt spray indicates a preference for effortless, natural-looking hairstyles. The popularity of styling cream echoes a broader demand for versatile, all-purpose styling solutions that offer control and manageability for various hair types. The interest in travel hairdryers points to a consumer need for compact, portable, yet high-performance hair tools. Overall, these trends collectively demonstrate a consumer pursuit of versatility, convenience and specialised solutions in hair styling. Hair styling brands The growth in searches for the brand Shark suggests a rise in specialised heat hair solutions. An increased interest in brands like Amika and Not Your Mother's reflects a trend toward individual expression, creativity, and the celebration of diverse hair textures and styles, addressing a broad range of consumer preferences. Sun Bum aligns with a pursuit of effortless, beach-inspired hairstyles. The presence of Eco indicates a growing demand for classic, affordable hair styling products. Overall, these brands present a diverse landscape of consumer interests, including specialist care, individuality and aligning lifestyle with hair care. Hair styling benefits The emphasis on neat hair styling suggests a consumer focus on polished, tidy looks and sleek styles. The growing interest in non-toxic hair products reflects the broader consumer shift towards cleaner, safer ingredients. Weightless and lightweight benefits signify a demand for haircare solutions that offer volume and style without weighing hair down, catering to those seeking natural and airy styles. The trend of frizz control highlights a universal consumer need for managing and taming hair, indicating a preference for sleek and controlled hairstyles in varying environments. These benefits collectively represent a consumer-driven pursuit for polished, healthy and manageable hair styling solutions. Supplement trends Popular searches indicate a strong interest in cognitive health and mental clarity (as evidenced by lion’s mane and saffron supplements); a focus on anti-aging and longevity (seen in NMN and magnesium bisglycinate searches), and a growing concern for digestive health and detoxification (highlighted by the popularity of parasite cleanse products). These trends signify consumers’ desire to take a proactive approach to their health, emphasising both physical and mental wellness. Supplement brands These brands embody themes such as a return to traditional and ancient remedies, as seen in Ancient Nutrition and the holistic approach to wellness in Cymbiotika. JSHealth and Arrae indicate a focus on personalised health, while Bioray reflects growing interest in detoxification and overall wellbeing. These trends demonstrate consumers’ desire for effective and natural alternatives to support their health and vitality. Supplement ingredients NMN and tocotrienols underscore a strong emphasis on anti-aging and longevity, reflecting a desire for long-term health. Lion’s mane suggests a growing interest in cognitive wellbeing and mental health. Fulvic acid highlights a trend towards natural and holistic health solutions, while cayenne pepper signifies a broader interest in incorporating functional foods into one's diet, indicating a desire for wellness through dietary choices. These trends collectively demonstrate consumers’ proactive approach to health and a focus on holistic wellbeing. Bodycare trends Top-growing bodycare trends reflect how consumers are seeking more innovative and diverse skincare solutions. A rise in searches for glycolic body lotion and hyaluronic acid body lotion point to a growing interest in ingredient-driven body care, as well as an emphasis on chemical exfoliation and deep hydration for the body. The surge in searches for anti-chafe products and body cloths reflects a desire for comfort and practicality in daily skincare routines, as well as preventing skin irritation and maintaining cleanliness. Bodycare brands Growth in searches for Naturium and Drunk Elephant suggests a focus on clean, science-driven body care, with consumers prioritising products that are effective and free from harmful ingredients. Patrick Ta's rise reflects a trend towards body makeup infused with good-for-you ingredients, while Eos' presence points to a demand for convenient and sustainable packaging in body care products. Maison Francis Kurkdjian signifies a preference for luxury and fragrance-infused body care, showcasing consumers' interest in elevating their daily skincare routines. It's interesting to note that many of the top brands are also makeup or skincare-native but have recently segued into body care. Bodycare ingredients Sustained growth in searches for hyaluronic acid suggests an emphasis on deep hydration and moisture retention in bodycare products, reflecting a desire for smooth and supple skin. The popularity of sesame oil and rose oil demonstrates a preference for natural and organic ingredients, aligning with a growing interest in holistic and botanical skincare solutions. Magnesium's presence highlights a focus on soothing and muscle-relief benefits in body care, possibly driven by consumers seeking relaxation and stress relief. The inclusion of benzoyl peroxide points to a need for acne-fighting solutions in bodycare. Fragrance trends Top-growing fragrance trends reveal consumers’ quest for unique or exotic experiences through scent, whether through spiritual and holistic scents like agarwood incense, unconventional and food-inspired aromas like pistachio and tomato, or the allure of rich, opulent Arabian scents. The interest in pheromone perfumes reflects consumers’ curiosity about the potential emotional and physiological impacts of fragrances. Across these trends, consumers are seeking personal and distinctive olfactory journeys that go beyond conventional fragrance choices. Fragrance brands Consumers are increasingly drawn to unique and niche brands like Tamburin and Dedcool, indicating a desire for individuality and distinctive scents beyond mainstream options. The popularity of Dime Beauty suggests a growing emphasis on clean and sustainable beauty. Ex Nihilo's rising profile suggests a willingness among consumers to invest in luxury fragrances, while By Rosie Jane may signify an interest in fragrance lines with a personal touch or unique storytelling, aligning with a desire for more meaningful scent experiences. Fragrance scents Growing interest in pistachio scents highlights a desire for unique and unconventional notes, while vanilla represents a timeless preference for comforting and familiar fragrances. The appearance of tomato hints at a growing interest in fresh and botanical notes, aligning with the trend for natural and organic ingredients. Amber oil and freesia signify a continued fascination with luxurious scent profiles, indicating a demand for richness and elegance in fragrances. Nail trends Top nail trends including silver chrome nails and lip gloss nails reveal an interest in shiny finishes this season. Searches for rubber base gel and semi-cured gel nails indicate that consumers are looking for new formats of nail products. The growing trend of comic book nails highlights an interest in a playful and dynamic nail look. Nail brands Press-on nails are seeing a resurgence as searches for Pear Nova and Glamnetic increase. Other top-trending brands including Nine Zero Lacquer, Rogue Lacquer and ILNP push bright and multi-dimensional polish colours. Overall, consumers continue to seek opportunities to play and create exciting looks at home, creating an opportunity for all nail brands. Nail finishes An increase in searches for nail finishes such as metallic, shimmer and iridescent indicate consumer interest in multidimensional polishes. Frosted nail polish colours are also seeing a boost, indicating a nostalgic re-emergence of the look. Searches are also on the rise for red wine nail polish, revealing consumers are looking for warm moody tones this autumn — bonus points that the look is named after a classic food or beverage, a popular trend among younger consumers on social media. Skincare trends Searches for moxi laser and nano needling reveal that consumers are seeking out in-office procedures even if they are pricier than at-home solutions. The growth in searches for modelling masks highlight consumers’ desire for a mask product with a visual impact. Skincare brands Consumer driven searches for top skincare brands highlight the impact of branding; Pharmaciopy and Agency Skincare are driven by searches for the brand itself as opposed to searches for specific products. Skincare ingredients Top growing ingredients are driven by specific products. Top searches for polypeptides are driven by Drunk Elephant’s Protini Polypeptide Cream. Searches for snail mucin are primarily for Cosrx's viral snail mucin essence. The top volume searches for seaweed come from an interest in Mario Badescu’s face mask and night cream. The other growing ingredients — polyglutamic acid and copper peptides — are driven by The Inkey List and The Ordinary, respectively. Hair trends Top-growing searches for hair pre-wash, hair-bonding treatments and chebe hair butter indicate consumers don’t mind adding extra steps if it will help hair health or growth. The increase in searches for dry shampoo powder and shampoo bars reveals consumer interest in specific product formats this summer. Hair brands Searches for hair brands such as Dae Hair, Doterra, and Acure are being driven by the brand names themselves, as well as indicating increased searches for classic shampoo and conditioner products. Whereas, searches for Coco and Eve and Not Your Mother's are product-specific, as consumers seek hair masks and dry shampoo. Hair ingredients Searches for chebe oil, and even some for jojoba oil, indicate consumers are looking toward natural ingredients to help stimulate hair growth. Searches for ciclopirox and baking soda in the context of hair reveal that the consumer is concerned with scalp health and dandruff. Supplement trends The growth in searches for GLA and astaxanthin supplements indicates that the educated consumer is early in their knowledge of these supplements, and their potential ability to help repair skin from within. It could be a good opportunity for brands to create educational content around the product and make a play to own the space. Searches for leptin supplements reveal that consumers are continuously looking for new ways to lose weight, while searches for saffron supplements highlight a consumer desire for naturally-derived supplements. Supplement brands Supplement brand JShealth is growing in popularity indicating an increased consumer interest in optimising hair health from the inside out. The growth in searches for Lemme is driven by a variety of Kourtney Kardashian's products: Chill, Focus, Sleep and Matcha. The consistent growth in searches for Cymbiotika is a good example of the impact of branding as top search queries are for the brand itself as opposed to a specific supplement. An increased interest in Truvani is largely driven by its protein powder, and Golo for their diet pill. Supplement ingredients Ingredient-wise leptin is popular as consumers look for new ways to support weight loss, and L-citrulline to potentially support strength-based exercise. Saffron searches in supplements highlight consumer interest in naturally-derived ingestible ingredients. Growing interest in 5-HTP and Inositol indicate an interest in supplements that could be beneficial for both physical and mental wellbeing. Bodycare trends Top searches such as glycolic acid body lotion, breast milk soap and vanilla lotion suggest consumers’ increasing desire for ingredient-driven products. The growth in searches for cleansing oil and shimmer oil highlight an interest in oil formulations when it comes to bodycare. Bodycare brands The growth in popularity of brands such as EOS and Native highlight the importance of accessibility in bodycare products like lotions and body wash. Maison Francis Kurdjian has also seen a boost, driven by the Baccarat rouge 540 body oil, demonstrating how a brand can use its signature focus, such as an iconic scent, to break into different product categories. An increase in searches for Goodwipes point to consumers’ interest in cleansing products that are both environmentally friendly and portable. Bodycare ingredients Current top ingredient searches include vanilla, sesame and honeysuckle, revealing a growing interest in fragrance when it comes to bodycare products. The growth in searches for glycolic acid suggests that consumers are increasingly eager to look to skincare ingredients traditionally used on the face for the body as well. Fragrance trends Top growing trends like pistachio perfume and honey perfume reveal that consumers are interested in sweet, natural scents. Interest in pheromone perfumes reveal consumers are looking for products that do more than just smell good, with scents that some believe to evoke feelings and physiological responses. Fragrance brands Increased searches for top brands, such as Ex Nihilo and Tamburins, indicate that consumers are open to experimentation and looking beyond accessible labels. Trending brands like Dedcool and Sol de Janeiro underscore the impact of distinctive scents with less traditional product formats, such as mists, creams and even laundry detergent. Fragrance scents Top growing scents such as pistachio, ginger and blueberry reveal consumer interest in fresh scents this season. Growing searches for amber indicate the popularity of warm scents as well. Nail trends The top growing nail trends indicate that consumers are interested in textures and finishes this season — including chrome powder, aura nails and velvet nails. Meanwhile, searches for BIAB (“builder in a bottle”) nails and rubber base gel reveals consumers are looking for new formulations when it comes to nail products. Nail brands Searches for Pear Nova and Glamnetic reveal that consumers are interested in press-on nails. Growing interest in Nine Ze Lacquer, ILNP and Rogue Lacquer suggests a trend for bright, fun colours with interesting finishes. Nail benefits The top-searched benefits reveal that consumers are paying more attention to the product formulations of nail products. The searches also highlight consumers’ preference for durability and ongoing interest to find the best product for them. Makeup product trends Top searched makeup trends like face liquid bronzer and face bronzer stick indicate consumers are searching for products to give them a bronzed look for summer. An increased search interest in clear blush indicates consumers are paying more attention to innovative, unsuspecting formulas. Searches for both pot concealer and matte concealer shows a consumer desire for products that come in a variety formats. Makeup brands Top growing face makeup brands such as Sheglam, Merit, and Rare Beauty are being searched for a variety of colour complexion products including blushes and contour sticks. Searches for Dr Hauschka highlights a consumer desire for products with a purpose beyond aesthetics — particularly with natural or medicinal ingredients. Searches for Kaja indicate interest in blush and water-based primers with a K-beauty influence. Makeup benefits The top growing benefits like glowing and brightening reveal the types of looks consumers are prioritising this summer season. Searches for water- and oil-based makeup trends reveal that consumers are becoming more educated, and therefore are seeking out specific product formulations when it comes to face products. The search for hydrating makeup supports the trend of consumers looking for skincare-like claims in makeup products. Skincare trends Top skincare searches such as snail serum and snail facial show consumers’ willingness to set aside concerns of slimy texture for the sake of hydration. Skin patches are growing in popularity, with face patch and star pimple patches currently top searches for consumers looking to tackle skin concerns. Interest in nanoneedling indicates that consumers are looking at non-invasive procedures to achieve desired results. Skincare brands Continued interest in Florence by Mills shows the staying power of some celebrity brands. The growth in searches for Futurewise may come off the back of its alignment with a popular trend: slugging. Searches for Michael Todd Beauty and Pharmaciopy indicate interest in skincare tools and brands accessible through Amazon. Skincare ingredients Growing searches relating to skincare for birch juice, cica and snail mucin indicates consumers are seeking naturally derived ingredients that support healing and hydration. Searches for polypeptides and copper peptides highlight consumer interest in skin-supporting proteins. Ingestible trends Saffron and lion's mane highlight a desire for consumers to get supplemental benefits from naturally derived ingredients. Searches for BC30 probiotics indicate how consumers are becoming more educated around probiotics and are seeking out specific types. Searches for HMB supplements reveal consumers’ desires for muscle growth, whereas inositol supplements searches are related to an increased interest in weight loss help. Ingestible brands Top searches for the likes of Cymbiotika and Arrae show consumer interest for the brands themselves, as opposed to a variety of products, revealing the impact that strong branding can have on supplements. Searches for Truvani indicate consumers’ desire for protein supplements that support their muscles, while interest in Nutrafol demonstrates how consumers are looking for ways to support hair health from the inside out. Ingestible ingredients Searches for Ingredients like saffron, lion’s mane mushroom and castor oil highlight an increased interest in naturally derived supplements to aid their concerns. Searches for HMB and BC30 probiotics suggest that consumers are looking beyond the standard probiotic or muscle support supplements, as they gain a wider education of the benefits of specific ingredients and forms. Bodycare trends Top trends such as body shimmer oil and glitter lotion reveal that consumers are strongly interested in a bodycare product that makes skin sparkle and hydrates. Searches for antibacterial bar soap, whitening soap and breast milk soap reveal that consumers are looking for hygiene products to treat specific concerns or skin conditions. Bodycare brands Labels such as Versed highlight consumer interest in products that take skincare ingredients below the neck. Searches for Maison Francis Kurkdjian also show a growing desire for body care that is driven by consumers’ favourite scents. Consumers searching for Native are looking for “natural” and accessible products, while those searching for Head & Shoulders are open to using their shampoo as a body wash. Bodycare ingredients Searches for vanilla and sesame oils reveal consumers’ desire for fragrant and hydrating bodycare ingredients, respectively. Searches for hyaluronic acid and retinol in bodycare products indicate consumers are looking to bring skincare ingredients to larger-format products. The interest in breast milk may be due to consumers’ desires to use natural products to solve concerns. Fragrance trends Searches for pheromone and skin perfumes reveal that consumers are looking for fragrances that have an effortless, animalistic effect. Meanwhile, searches for mini perfumes highlight the ongoing desire for consumers to have fragrances suitable for travel and an affordable way to try new fragrances before purchasing a full-size. Fragrance brands Trending brands such as Sol de Janeiro and Dedcool have gained traction with scents that cross product formats. Searches for brands such as Nishane and Ex Nihilo reveal that the modern consumer is interested in more premium niche scents as well. Fragrance scents and notes Trending scents such as bourbon and vanilla reveal a consumer trend for gourmand fragrances, with good-enough-to-eat notes. The search for gooseberry and blueberry highlight the rising search for fresh, fruity smells. Nail trends The top trends reveal a strong interest in chrome nail aesthetics. Whether green chrome, chrome french or blue chrome, consumers are looking for a variety of ways to achieve metallic, ultra-shiny nails. Searches for polygel suggest a desire for innovative nail products. Nail brands Consumers are looking for accessible options in nail care, and modern nail designs with non-toxic formulas and easy-to-use applications are top of searches. Nail colours and finishes The top-growing colours and finishes highlight a desire for radiant, eye-catching summer nails. Chocolate nails reference the “chocolate glazed donut nails” trend coined by Hailey Bieber’s nail artist Zola Ganzorigt. Searches for chrome, iridescent and shimmery finishes supports modern nail enthusiasts’ desire for nails that shine. Makeup trends Top makeup trends, such as goth eyebrows, passport makeup and chav makeup are highly visual looks that first gained popularity on TikTok, demonstrating the social platform’s influence in driving global aesthetics. The search for two tone lips offers an opportunity for brands to explore new lip styles, while searches for bleached eyebrows alongside skin tones and hair types reveal that consumers are looking for visual examples of this trend across different demographics. Makeup brands The top search queries driving makeup indicate an interest in complexion products such as foundation and blush, reminding brands to highlight complexion products for the summer. The growth in searches for Florence by Mills and Rare Beauty reveals ongoing interest in celebrity-led lines. Kiko Milano is gaining traction within US search, demonstrating new opportunities for the Italian brand among American consumers. Makeup benefits The top growing makeup benefits reveal that consumers are looking for products that leave them with a bright and healthy look. Searches for water-based items also indicate that consumers are becoming savvy with product formulations, revealing a preference for different formula nuances – something for brands to consider when it comes to product positioning. Skin trends There is a growing trend among consumers to embrace more immediate solutions for skin concerns, seen in the form of nanoneedling, lasers and facials. Consumers are also showing preference for multi-balms due to their functionality and ease of use. The rising interest in snail serum, along with the snail facial, indicates that consumers are willing to overlook foreign textures and potentially uncomfortable sensations in exchange for results, such as intense hydration. Skin brands Across these top-growing skincare brands, consumers are looking for reviews. Searches for these brands are driven more by the brand name than by a specific product, highlighting the significance of branding and visibility for today's consumer. Skin ingredients The top growing skincare ingredients reveal that hydration and anti-aging concerns are top of mind for consumers. Many of these high-growth ingredients are being driven by branded searches, highlighting the importance of brands creating products that prominently feature key ingredients. Hair trends There is a growing trend among consumers to seek out haircuts that are considered more masculine and involve shorter lengths that are closer to the scalp. Consumers are using hair gems to express their unique style and are also using hair tools, such as volumising irons, to add flair to their hairstyles. Additionally, there is growing interest in pre-washing hair, indicating a willingness among consumers to rethink traditional routines. Hair brands Consumers are showing interest in wigs, demonstrated by the enduring popularity of premium human-hair brands such as Hairvivi and Recool Hair. Concerns related to hair loss are also prominent, particularly when searching for Hims, which offers both prescription and nonprescription hair loss treatments. There is also growing demand for products that address root cover-up and grey hair, as seen in brand searches for Arey and Color Wow. Hair ingredients Searches encompass a variety of forms but oils are emerging as a prominent format. Notably, there has been a growing fascination with holistic and botanical formulas and ingredients, as indicated by the increased interest in ayurveda in search trends. Many of the popular ingredients are searched for their ability to support hair growth and density. Key: Clusters: Sustained riser: Steady growth over the past years, these trends are safe bets. Seasonal riser: Seasonal trends that are likely to come back even stronger. Competition Levels: “Very low / No competition” indicates there are little to no brand searches alongside a trend. “Low competition” indicates that there are a few brand searches alongside a trend. “Medium competition” indicates that there are some brand searches alongside a trend. “High competition” indicates that there are several brand searches alongside a trend. “Very high competition” indicates there are many brand searches. To receive the Vogue Business newsletter, sign up here. Comments, questions or feedback? Email us at feedback@voguebusiness.com.

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Wellness and supplements (June 2023 to May 2024)

Wellness and supplement trends

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