These Indie Beauty Brands Are Growing in Popularity Per Spate

When it comes to beloved makeup brands, beauty enthusiasts are considering up-and-coming brands over the tried-and-true. According to beauty trend tracker Spate, Typology and MCoBeauty are currently the top-growing makeup brands based on searches in the US. 

Typology is a natural, vegan skincare-meets-color brand with a +19.4% year-over-year (YoY) growth rate in France, affirming a strong presence in its native market. Recently, the brand started investing its marketing budget in the US market, and the results are beginning to show with a +95.1% YoY growth for the brand overall, and breakout growth specifically alongside makeup searches. 

 

As many beauty enthusiasts have yet to try the brand themselves, searches for “reviews” alongside “Typology makeup” reveal that consumers are eager to hear others’ opinions before making a purchase, analysts say. Additionally, they seek information on where to buy it, as indicated by searches for “where to buy” alongside “Typology makeup.” Interestingly, while the brand initially focused on skincare, searches for makeup alongside Typology have surpassed the volume of searches for skincare alongside Typology, with an average volume of 5.1K searches per month.

Australian affordable makeup and skincare brand MCoBeauty has also piqued the interest of US consumers, with an average of 2.9K monthly searches and a +227.4% YoY growth. Consumers are particularly interested in the brand’s Xtendlash mascara, blush, and bronzing drops, which they may have discovered through influencers on TikTok and Instagram. Another top-related search by volume is “review,” indicating consumers’ curiosity in hearing others’ opinions on the products.

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