07.09.23
In 2000, or Y2K, beauty enthusiasts faced criticism if they didn’t get their frosted blue eyeshadow or eyeliner look down pat.
Nowadays, in the midst of a Y2K renaissance in this day and age, there’s more pardon when it comes to cosmetic self-expression among Gen Z, making room for a bevy of new makeup brands to take a new generation of beauty lovers by storm.
According to New York City-based beauty trend tracker Spate, the top-growing makeup brands searched in the US are Summer Fridays and Lash Therapy.
Summer Fridays is making waves with an average of 1.9K monthly searches alongside makeup, coupled with a (year-over-year) YoY growth of +314.8%. The top search queries are Summer Fridays skin tint and Summer Fridays lip balm pink sugar, indicating that the brand is no longer tethered to skincare products. The surge in searches for Summer Fridays alongside makeup showcases a golden opportunity for other skincare brands to dive into the world of color cosmetics. Consumers are looking to achieve that flawless, natural-looking glow, especially in summer. In fact, searches for skin tints have seen a YoY growth of +26.4%, and they're predicted to grow by 20.2% in the next 12 months.
Eye on Lash Therapy
Lash Therapy is also on the rise with 9.9K average monthly searches alongside makeup and +233.1% YoY growth. The brand has kept their eyes on the prize by staying focused on the eye area. The top search queries are for the Lash Therapy Australia eyelash curler and eyelash serum. Eyelash curlers overall are seeing +3.0% YoY growth with 110.5K average monthly searches, revealing an interest in makeup tools. And it doesn't stop there— heated eyelash curlers are up +18.2% YoY in search. Lash growth serum is also seeing +17.4% YoY growth in searches, highlighting consumer need for long, curly lashes.