Heatless Curls, Inner Eyeliner & Tattoo Numbing Cream Top Beauty Trends

Spate – the intelligence platform for spotting the next big trends in beauty, wellness and personal care – has analyzed over 20 billion search signals to bring consumers its latest findings. Here's what trending right now with shoppers.

 

Inner Eyeliner
 

On average, there are over 5,500 searches for inner eyeliner in makeup every month in the US –  which is low-volume relative to other eye look searches, but has grown over 77.5% since last year. There is low competition with three market leaders: Sephora, NYX, and KVD Beauty.

 

During the pandemic, eyeliner looks offered a creative outlet for many, with popular colors (i.e. white eyeliner was over 50.4% year over year) or shapes (i.e. bat wing grew 848.3% year over year). Currently, eyeliner is slowing down overall, but consumers are still figuring out new ways to spice up their look with subtle touches, leading to continued pockets of growth in this category.

 

Explore partnering with makeup artists to create tutorials on new unique designs and styles. Consider using a combination of color and funky patterns, or even stickers. Perhaps a temporary tattoo or transfers for a special Halloween edition.

 

Tattoo Numbing Cream
 

Comfort is top of mind for consumers as searches for tattoo numbing cream rise.  

 

On average, there are roughly 98,800 searches every month in the US for tattoo numbing cream, which is low volume in comparison to other tattoo products. It’s experienced an 88.7% hike in searches since last year with Dr. Numb being the top brand searched in this space.

 

Interestingly, tattoos are down -2.1% year over year, but tattoo removal is up more than 18.6% indicating that interest in numbing cream may be more about removal than new ink. Moreover, some tattoo categories are still on the rise: hand tattoos (over 30.4% year over year), neck tattoos (over 42.3% year over year), and thigh tattoos (over 27% year over year). With search for tattoo numbing cream on the rise, consumers are seemingly more interested in pain relief and improving their overall comfort during the tattoo process. This search behavior highlights an opportunity for post-tattoo aftercare — including skincare products that specifically cater to enhancing the vibrancy of one’s tattoo or reducing the redness and flakiness that follows. With searches for “best numbing cream for eyebrow tattoo,” there's opportunity to explore aftercare solutions for procedures such as eyebrow, lip blushing, or eyeliner tattooing. 

 

Heatless Curls 
 

Heatless curls are all the rage as consumers look for ways to create bouncy, beautiful curls without heat damage. On average, there are 31,100 searches every month for Heatless Curls in the US. This is high-volume compared to other hairstyles and growing over 44.1% since last year. Curlformers is the market leader, but there is very low competition with very few brand searches. 

 

One of many beauty trends to go viral on TikTok, this trend spiked in January of 2021 when TikTokers were using the sashes from bathrobes to achieve this look. Related searches include terms like: overnight, short hair, how-to, wave, TikTok, easy, product, spiral, and medium length hair. As the trend grows in popularity, tools have popped up specifically to help consumers achieve this look.

 

The tried-and-true curling iron may have finally met its match with Heatless Curls, but if there’s one thing curly and wavy hair styles need, it’s styling product. Whether it’s hair mousse (over 8.1% year over year), anti-humidity spray (over 30.7% year over year), or detangling spray (over 10.1%) – nothing is more deflating than when beautiful curls are limp or tangled, so these styling products may be in higher demand.