The Fastest-Growing Foundation and Base Products According to Spate

Foundation is a fundamental step in every woman’s makeup routine. But for many, particularly those with drier skin, their foundation works to their detriment, leaving a cakey finish and making skin look older.
Balm foundations are providing beauty enthusiasts seeking to cover up imperfections a smooth, flawless finish. Balm foundations along with Korean BB creams are the fastest-growing foundation and base products in the US, per New York City trend tracker Spate’s Popularity Index.

Balm Foundation

Sitting between a cream foundation and a tinted balm, balm foundations offer lightweight coverage with a hydrating finish. The format is appealing during the summer months, when most makeup wearers seek a barely there feel. Balm foundation has grown 299.1% year-over-year across platforms and remains Low Popularity, meaning it’s still relatively under the radar but gaining traction quickly. TikTok currently leads with 48.0% Popularity Share and 461.9% growth, while the category receives 2,000 average monthly searches on Google and 230,000 average weekly views on TikTok.

Benefits like lightweight (2,600 average monthly searches) are frequently searched alongside the trend, driven in part by products such as KVD Beauty’s Good Apple Skin-Perfecting Hydrating Foundation Balm. On Search, related brands include KVD Vegan Beauty (7,800 average monthly searches) and Kevyn Aucoin (1,100). On TikTok, related hashtags range from paid visibility through #ad (15,000 average weekly views) to evaluation-focused content like #foundationreview (1,800).

Demographic-specific hashtags such as #over40makeup (8,500) point to interest in Doll 10’s Peptide Bounce Balm, which is designed for mature skin and marketed as a formula that melts into the skin without settling into fine lines. Top branded hashtags include #sheglam (11,300 average weekly views) and #doll10 (9,100), highlighting interest from both value-conscious shoppers and consumers seeking products tailored to mature, dry or textured skin.

Korean BB Creams

BB and CC creams were once all anyone could talk about, and now their Korean counterparts are having a moment. Analysts say Korean BB cream has grown 212.0% year-over-year and remains Low Popularity now. TikTok currently leads the trend with 52.9% Popularity Share and has grown over 1,000% year-over-year. The category receives 3,200 average monthly searches on Google and 292,600 average weekly views on TikTok. On Search, the trend shows no competition, with few to no brands strongly associated with the category, leaving significant whitespace for brands looking to enter the conversation (thank us later). On TikTok, sentiment remains positive (8.0/10), with consumers actively asking questions about shades, performance, and suitability for different skin types. Hashtags like #ad (39,200 average weekly views) highlight the role of sponsored content in driving visibility, while format-focused tags such as #bbcream (62,200) and #serumbb (55,500) reflect interest in lightweight, hybrid skincare-makeup formulas.

Analysts say the presence of #koreanskincare (6,000 average weekly views) reinforces the broader K-beauty influence behind the trend. Consumers continue to view Korea as an innovation hub, often looking there first for new formats and formulations. Top branded hashtags include K-beauty players #cellfusionc (57,400 average weekly views) and #missha (16,700). One thing worth noting: for brands bringing Korean-inspired formulas to the US market, shade range remains critical. Despite strong demand for Korean innovation, limited shade offerings remain a frequent critique of K-beauty complexion products.