Top Makeup & Cosmetic Trends of 2023 & 2022

Our hand-picked collection of the top makeup & cosmetic trends of 2023 & 2022. The topics in this report on today’s emerging makeup & cosmetic trends are selected for their high growth across sites including Google, TikTok, Instagram, Reddit, Twitter, YouTube, and Amazon. Read more about how we track global trends.

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Bronzing Drops

123K
Past Month Searches
+1266%
Past Year Change

Bronzing drops are a liquid makeup product that is meant to give the skin a tan or bronzed glow without the sun damage. The drops are said to be especially beneficial for those with fair skin, as they add a natural-looking glow without making the skin look orange or muddy. …  Read more

Flawless Filter

80K
Past Month Searches
+207%
Past Year Change

The Flawless Filter or Hollywood Flawless Filter is a highlighter makeup product by Charlotte Tilbury. The liquid highlighter is a complexion booster and is known to make the skin more glowing and blurs the appearance of lines and pores. …  Read more

Lip Oil

347K
Past Month Searches
+122%
Past Year Change

Lip oil is a type of oil that is meant to be applied to the lips for moisturization. The oil is often made with natural ingredients such as coconut oil, vitamin E, and shea butter, and can be used alone or over lipstick. …  Read more

Blush Stick

51K
Past Month Searches
+91%
Past Year Change

A blush stick is a type of blush that is in the form of a stick. The blush is applied directly to the cheeks to create a natural-looking blush, and is said to be easy to use and long-wearing. …  Read more

Liquid Blush

61K
Past Month Searches
+89%
Past Year Change

Liquid blush or cream blush is a type of blush that is applied with a brush and is meant to give a natural-looking flush to the cheeks. It lasts much longer and blends more easily into the skin than powder blush. …  Read more

Gel X Nails

30K
Past Month Searches
+84%
Past Year Change

Gel X nails are a type of artificial nail that is made from a gel material. The nails are applied by a professional and are said to be more durable and natural-looking than traditional acrylic nails. …  Read more

All In One Makeup

6.6K
Past Month Searches
+74%
Past Year Change

All In One Makeup is a type of makeup that is designed to do it all. The makeup is meant to provide coverage, color, and shine all in one product. This can be a convenient option for people who are looking for a quick and easy makeup routine. …  Read more

Hydrating Concealer

11K
Past Month Searches
+73%
Past Year Change

A hydrating concealer is a type of concealer that is designed to hydrate the skin while hiding blemishes and dark circles. The concealer is typically made with ingredients like hyaluronic acid and vitamin B5 that help to nourish and hydrate the skin. …  Read more

Serum For Dark Spots

9.6K
Past Month Searches
+72%
Past Year Change

Serum for dark spots is a type of serum that is meant to be applied to the skin to help lighten dark spots. The serum is often made with ingredients such as hydroquinone, kojic acid, and vitamin C which are known to be effective in fading dark spots. …  Read more

Nano Brows

5K
Past Month Searches
+67%
Past Year Change

Nano brows are a type of eyebrow treatment that uses a tiny blade to create very thin and precise hair-like strokes. The treatment is said to be long-lasting and give a more natural look than other brow treatments. …  Read more

Lip Serum

53K
Past Month Searches
+53%
Past Year Change

Lip serum is a type of makeup product that is meant to be applied to the lips. The serum is said to moisturize and protect the lips, as well as improve the appearance of wrinkles and lines. …  Read more

Russian Manicure

23K
Past Month Searches
+52%
Past Year Change

The Russian Manicure is a type of nail art that is characterized by using a matte top coat over a glossy nail polish. The look was made popular by Russian social media stars, and has since gained popularity in other parts of the world. …  Read more

Makeup Fixer

9.6K
Past Month Searches
+51%
Past Year Change

A makeup fixer is a product that is meant to be used after makeup is applied in order to set the makeup and prolong its wear. The fixer is often a spray that helps to keep the makeup from smudging or fading. …  Read more

All In One Pencil

2.7K
Past Month Searches
+37%
Past Year Change

An All In One Pencil is a pencil makeup product that can be used as an eye brightener pencil, contour pencil, highlighter, primer, or concealer. It is typically cream-based and made with a blend of mineral oil and coco-glycerides. …  Read more

Skin Tint

60K
Past Month Searches
+36%
Past Year Change

A skin tint is a type of foundation that is designed to give the skin a natural-looking tint. The tint is meant to even out the skin tone and cover up minor blemishes. Skin tints often come in light, medium, and dark shades to match a variety of skin tones. …  Read more

Wispy Lashes

8.3K
Past Month Searches
+31%
Past Year Change

Wispy lashes are a type of eyelash that is thin and light in weight. They are often used to create a natural look and are popular among people who want to avoid a dramatic look. …  Read more

Lash Shampoo

9.8K
Past Month Searches
+25%
Past Year Change

Lash shampoo is a type of shampoo that is designed to cleanse and condition the lashes. The shampoo is meant to remove mascara, eyeliner, and other eye makeup products. It is also meant to add moisture and nutrients to the lashes to help them grow and stay healthy. …  Read more

Lash Fan

2.6K
Past Month Searches
+5%
Past Year Change

Lash fans are a new trend in eyelash extensions. The fans are made of multiple lashes that are attached to a thin strip. The fans are applied to the eyelashes one at a time, giving a fuller, more voluminous look. …  Read more

Lip Flip

49K
Past Month Searches
+2%
Past Year Change

Lip Flip is a non-surgical cosmetic treatment that is meant to make the lips appear fuller and poutier. The procedure is achieved by injecting Botox into the top lip to help define the cupid bow and provide the desired lip shape. …  Read more

Tanning Drops

30K
Past Month Searches
-2%
Past Year Change

Tanning Drops are a new product that is designed to allow for a gradual and even tan. The drops are said to be easy to apply and to create a natural looking tan. …  Read more

Ombre Brows

13K
Past Month Searches
-16%
Past Year Change

Ombre Brows is a makeup trend where the eyebrows are gradually darkened from the inner to the outer edge. The look is meant to give the appearance of fuller, more natural-looking eyebrows. …  Read more

PDO Thread Lift

6.9K
Past Month Searches
-23%
Past Year Change

A PDO Thread Lift is a minimally invasive procedure that uses threads to lift and tighten the skin. The threads are made of a biodegradable material that is absorbed by the body over time. The procedure is said to be less invasive and have a shorter recovery time than traditional surgery. …  Read more

Trend Highlight – The Rise of Lash Fans

A look at Alibaba shows an interesting trend: Because the supply chain and tooling for many of the components is similar for lash fans and other fan products, many overseas manufacturers simply pivoted their resources and started pitching their new lash fans to an entirely new audience of beauty salons and aficionados.

Consumer products often go through a phase where they're driven by new technological possibilities, followed by a phase where the main driver is price discrimination. Mini fridges then beauty fridges, jigsaws then massage guns, zero carb bread then keto bread, among others.

And as new lash fan sellers enter the market, a clever pricing strategy is becoming more popular. In many Asian cultures, 8 is a particularly lucky number and a number of top selling lash fans are priced at $8.88 as a way to market to this audience. This works because 42% of salons in the US are owned by Asian immigrants, especially from Vietnam and China.

Lash fans are small, handheld fans used in salons and at home to speed up the drying process for nails, lashes, and other cosmetics. Historically, handheld fans in general were powered by AA batteries. As Lithium-Ion batteries have gotten smaller and cheaper—and as smartphones have made USB chargers ubiquitous—handheld fans switched to the new battery technology. This doesn't just make the fan slightly more affordable and easier to use; it actually changes who captures the economics of usage. If a fan uses replaceable batteries, high usage means more revenue for Duracell and Energizer. But when the fan's battery is rechargeable, high usage wears the battery out, so the fan has to be replaced, meaning that the recurring revenue accrues to the manufacturer.

Trend Highlight – The Massive Lash Industry & The Rise of Lash Lifts

Mascara sales are declining as younger brands that cannot climb over the high hurdle to produce the product are launching overlapping products in an attempt to get their share of the global eyelash market.

At $8.1B in 2017 sales, the mascara category is the largest in beauty and represents 4% of spend. Despite the huge opportunity, R&D to create mascara is extremely expensive and time consuming, well beyond the capability of new companies. Glossier took 3.5 years to launch their mascara product, taking 248 formulations to get it right. Even Kylie Cosmetics, one of the fastest growing beauty brands in history, took four years to launch their first mascara product.

Rather than avoiding eyelashes altogether, younger brands are pushing products like lash lifts, lash tinting, and the better-known lash extensions.

With lash lifts, the eyelashes are set curled up for 10 minutes. The glue is then removed and the eyelashes stay bent upward for up to 6 weeks, removing the friction for consumers who would otherwise apply mascara every day as part of their morning routine. They also can achieve a natural look by avoiding product in their eyelashes.

As with any industry, changes in consumer behavior create new product opportunities - searches for "oil free mascara" (compatible with lash extensions) are also gradually growing.

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  • Past Makeup & Cosmetic Trends

    Microlinks
    Peaked in 2021
    Brow Styling Soap
    Peaked in 2022

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