Protein-Free Shampoo, Nail Growth Serum and More Currently Top Beauty Searches on Google: Spate

Less is more, and the same rings true for shampoo. Curly-haired consumers are seeking shampoo without protein in an effort to retain its bounce and body. Meanwhile, vitamins for hair, skin and nail growth is taking a backseat to topical solutions that consumers are seeking to grow and strengthen their fingernails.  

Protein-free shampoo is on the rise — which is great news for those who have protein sensitivities or are allergic to protein, according to New York City-based beauty trend track, Spate. Protein-free shampoo is also a top choice for consumers looking to restore moisture and elasticity to dry and brittle hair. 

 

On average, there are 1,900 searches every month in the US for protein-free shampoo. This is low volume relative to other shampoo searches, although there has been a +44.8% growth in searches since last year. Currently, there is one market leader, Shea Moisture.

 

Consumers with curly hair are searching for protein-free shampoo, as it can help curls retain their shape, strength, and structure (searches for curly hair are up +4.7% YoY). Searches for brand and drugstore indicate consumers don’t want to drop a lot of money or time on a product they may be trying out for the first time. 

 

Spate encouraged brands to continue to explore the impact of protein on hair and skin, and consider innovating on other protein-free products. 

Searches for nail growth serum reveal consumers are searching for a product that can help them quickly improve their natural nails.

 

There are 2,700 searches on average every month in the US, which is a relatively medium volume in comparison to other nail products. It has grown +37.7% growth in searches since last year with one market leader, Sally Hansen. 

 

Nail growth serums are designed to support fast, natural nail growth and strengthen nails so that they're less prone to breakage and splitting. Related searches alongside this product include best, DIY, review, does work, homemade, after, and before. Searches for best and review indicate consumers are relying on the Internet to help inform them of which nail growth serum to buy. And searches for does work, after, and before indicate consumers are wary or curious to know about the efficacy of nail growth serum and whether it is an effective product or simply another gimmick. 
 

The search for “DIY” and “homemade” indicates that consumers are also looking to try to make their own nail growth serum at home instead of buying a nail growth serum. Spate advises brands who want to expand their product line to nail growth serums may have to emphasize the effectiveness and unique value proposition of their nail growth serum, as consumers may not want to buy a product that produces similar results to something they can make at home.

Rising interest in monolid eyeliner reveals consumers are searching for beauty products that are specific to their eyelid shape.

 

There are 2,500 searches on average every month in the US for monolid eyeliner, which is a very low volume relative to other searches for makeup looks. It has experienced a +79.0% growth in searches since last year. There are zero market leaders in the space.

 

Gone are the days of ignoring one's face shape or eyelid shape when applying makeup. It’s evident that one-size-fits-none as searches continue to grow for monolid and makeup (+16.0% YoY), hooded eyes and makeup (+ 7.4% YoY), and downturned eyes and makeup (+12.2% YoY). 

 

Consumers are looking to the internet to teach them how to best apply eyeliner on eyes with monolids and the data supports it — there is a rise in searches for how, how to, tutorial, and how to apply. This reveals an opportunity for brands to feature this product in how-to tutorial videos and educational content, alongside other tools and products needed to recreate monolid beauty looks, says the trend tracker.