Kosas and Naturium Lead Fastest-Growing Lip Care Brands: Spate

The Paris Olympics isn’t the only event on consumer radar when it comes to fast stars.

For beauty enthusiasts, the world of cosmetics is always brimming with beauty brands competing for the top spot in beauty. And it’s not lip service.

According to the analysts at Spate, Naturium and Kosas are flexing their muscles (or in this case, pouting their lips!) as the fastest-growing lip care brands on Google search in the US.

Naturium

Naturium has an average of 12.0K monthly searches and a +72.5% growth in searches compared to last year, according to Spate. Analysts say consumers are primarily searching for the Naturium lip balm. Spate also sees swatches appearing, reflecting the desire for lip care that is not only useful and effective, but visually appealing.

The Naturium Phyto-Glow Lip Balm emphasizes the use of phyto-derived esters, showcasing consumer need for these ingredients. Equal parts moisturizing and glossy, the product highlights the significance of the glossy element. Moreover, several customers reference this product as a dupe for Summer Fridays Lip Balm, with the query Summer Fridays lip balm dupe receiving about 590 monthly average searches.

Kosas

Kosas receives an average of 2.7K monthly searches and has experienced a +117.2% growth in searches compared to last year, analysts say. The top searches are for the Kosas lip oil, also searched for as Kosas Wet Lip Oil Gloss or Kosasport Hyaluronic Lipfuel Lip Balm.

For years, lip trends centered around balms or salves, but now lip oils are reigning supreme. Consumers not only want a wet and glossy look but prefer something tinted, according to search results. It’s no longer solely about hydration; aesthetics play a role too, with products that double as makeup.

Consumers are also increasingly ingredient savvy, as evidenced by growing searches for hyaluronic lip balm.