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. Stay tuned for nails next week. 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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