Y2K Makeup, Volumizing Mousse and Dewy Skin Lead Spate Beauty Trends

The Y2K aesthetic has taken over fashion and now it’s heading for the makeup bag, according to recent data from market research firm Spate. Additionally, volumizing mousse is in demand for hairstyles and K-Beauty favorite, dewy skin products, are also on the rise in consumer searches online.
 

Y2K Makeup

On average, there are 2.9K searches every month in the US for Y2K Makeup, which is very low volume relative to other makeup looks. It’s grown +70.0% in searches since last year, according to Spate.
 
Much of what was a part of the cultural zeitgeist in the early aughts has made a comeback, and a significant component of the Y2K aesthetic is makeup. Even now, the Y2K aesthetic continues to grow with a +45.2% predicted growth rate over the next 12 months. 

Rising trends like frosted pink lipstick (+18.1% YoY), glitter eyeshadow (+22.4% YoY), and thin eyebrows (+20.2% YoY) help consumers achieve the Y2K makeup look. Beauty brands can capitalize on this growth by creating content around this aesthetic using similar products.
 

Volumizing Mousse

There are 4.7K searches on average every month in the US for Volumizing Mousse, which is a low volume relative to other hair product searches. It has grown +38.7% in searches since last year.
 
According to Spate, consumers are looking to add volume to their hair, and they are turning to volumizing mousse to make it happen. Related searches include best, curly hair, fine hair, plumping, short hair, drugstore and weightless. 
 
The broad appeal of volumizing mousse is evident in related searches such as curly hair, fine hair, and short hair—showing that consumers are looking for a volumizing mousse that works for their hair types. Searches for drugstore reveal that consumers may be price sensitive, so mousse affordability is key, said Spate in its report.
 
Searches for plumping and weightless demonstrate the desire for a variety of benefits. When formulating products, brands should prioritize volumizing ingredients that are undetectable after they’ve been applied, leaving nothing behind but volumized tresses. Redken is a market leader in the category, added Spate.

 

Dewy Skin 

Another Korean beauty trend has successfully made its way over to the US—dewy skin. Think Hailey Bieber on social media.
 
On average, there are 8.4K searches every month for Dewy Skin in the US, which is a low volume in search relative to other skincare searches. It has grown by +41.9% in searches since last year. Currently, Tatcha is the market leader.
 
Dewy skin has a bouncy quality and a shiny, dew-like finish making it the perfect canvas for a full beat or no makeup at all, said Spate in its report.
 
Searches for mist, cream, products [for dewy skin]and foundation indicate consumers are searching for multiple formats to help them achieve the dewy skin look, and the products they are looking for are not just confined to skincare products; they are also looking for makeup products like foundation. Celebrity makeup artist Nam Vo was made famous for her covetable, “dewy dumpling” glow, showing the possibilities available for dewy skin across makeup. 
 
Searches for dry skin, oily skin, and mature skin showcase consumers are looking for the best products to achieve the dewy skin look for their specific skin type. Brands should get innovative, and consider which rising ingredients and formats can come together to create the ultimate dewy skin product.