Each week, we dig into growing trends in web searches and hashtags related to cosmetics. Bubbling to the top this week are Linda Seidel corrective cosmetics, Insight Cosmetics' 11 "toxin-free" serums, moringa metatrend, #deadhair, #greenshampoo and more. Following, we delve deeper into a few that caught our attention.
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Each week, we dig into growing trends in web searches and hashtags related to cosmetics. Bubbling to the top this week are Linda Seidel corrective cosmetics, Insight Cosmetics' 11 "toxin-free" serums, moringa metatrend, #deadhair, #greenshampoo and more. Following, we delve deeper into a few that caught our attention.
See last week's: 3 Top Trends in Beauty: Dundas Makeup, Bacne Spray and #HotGirlPerfume
Trending This Week
- Linda Seidel cosmetics (past 7 days, Google Trends) +3,200%
- Revenda de cosméticos (past 7 days, Google Trends) +600%
- Insight Cosmetics (past 7 days, Google Trends) +110%
- Signature cosmetics (past 7 days, Google Trends) +80%
- ميكب فور ايفر (Arabic "Makeup Forever"; past 7 days, Google Trends) +70%
- Polite Society makeup (past 7 days, Google Trends) +60%
- Moringa capsules (past 2 yrs, Exploding Topics) +93%
- #deadhair (week over week, Spate's hashtag tracker) +2,651,994,500% (yes, +2.65 billion percent)
- #greenshampoo (Spate's hashtag tracker) +3,016,100%
Linda Seidel Corrective Coverage Makeup
It's interesting how in recent years, beauty consumers have leaned toward natural-looking cosmetics, whereas this trend shows interest in a brand offering full corrective coverage. Up 3,200% per Google Trends, Linda Seidel corrective cosmetics brand has been trending on TikTok in recent weeks especially thanks to its visually captivating before/after transformations. Just a few days ago, a video apparently from founder Linda Seidel's granddaughter was posted, demonstrating the potential of the products to fully cover imperfections. Videos range from covering acne and rosacea, to a black eye and port wine stain.
Per the brand web site, its Natural Cover Original lasting foundation is durable and "doesn't slip off of the skin like other foundations on the market." When it is set with the Performing Powder, the silky-smooth surface reportedly becomes 100% waterproof.
Ingredients: Natural Cover Original: Mineral Oil (Paraffinum Liquidum), Kaolin, Talc, Butyl Myristate, Petrolatum, Paraffin, Copernicia Cerifera (Carnauba) Wax (Cera Carnauba), Lanolin Alcohol (Lanolin), Lanolin Oil, PEG-22/Dodecyl Glycol Copolymer, Hydroxylated Lanolin, Caprylic/Capric Triglyceride, Sorbitan Oleate, Disteardimonium Hectorite, Glycine Soja (Soybean) Oil, Propylparaben, Tocopherol, Propylene Carbonate; may contain: Titanium Dioxide (CI 77891), Iron Oxides (CI 77491, 77492, 77499).
Insight Cosmetics — 11 New 'Toxin-free' Skin Serums
Insight Cosmetics is up 110% in the searches this week, per Google Trends. This surge is likely driven by two things. First is the brand's launch of 11 new serums, marking its expansion into the skin care category. Second is the throbbing headline in India News highlighting it as India's "safest toxin-free brand." The marketing misdirection continues.
The serums are promoted as 100% vegan, toxin-free and dermatologically tested and validated to show effects after 14 days of use. Per India News, the serums "aim to fill a gap in the market by offering premium, safe and efficient skin care solutions." What constitutes a toxin? Based on the label, sulfates and parabens. The product also claims to be "certified safe," apparently through the Bureau Veritas.
The collection includes:
- 18% Vitamin C Skin Brightening Face Serum;
- 2% Hyaluronic Acid + 2% Alpha Arbutin Face Serum;
- Brightening & Skin Repair Face Serum;
- 0.5% Retinol Anti-Ageing Face Serum;
- Vit C & Glutathione Radiant Glow Face Serum;
- Dark Circle & Spot Reduction Face Serum;
- 10% Niacinamide Vitamin C Face Serum;
- 2% Salicylic Acid Active Acne Face Serum;
- Youthful Glow Face Serum;
- Ultra Hydrating Face Serum; and
- Tangerine Peel Clear Skin Face Serum.
Moringa Metatrend
According to the source Exploding Topics, interest in moringa capsules is up 93% in the past year. In addition, the tag #moringacapsules has more than 9,300 posts on Instagram. The source highlights its nutritive benefits, including supporting immune function, promoting digestion, reducing inflammation and boost energy. However, it also points to a moringa products metatrand — and the industry is no stranger to food and nutrition trends spilling over into beauty. It could be an ingredient to watch.
See archived: 'The Wonder Tree': Moringa in Cosmetics
#Deadhair and #Greenshampoo
Lastly, according to Spate's hashtag tracker, #deadhair and #greenshampoo grew 2.65 billion (with a b) percent and 3 million percent, respectively, within the past week.
The #deadhair videos include everything from simply damaged hair declarations and hair growth suggestions (rosemary oil + collagen, apparently), to a "dead hair challenge." (You hold up the bottom length of your hair and if it doesn't bend, it is said to be dead). The latter is interesting, considering most would believe hair to be dead beyond the bulb; although the industry has debated this in the past (see Evans' reference to the Friends of the Follicle vs. the Dead Fiber Club).
And, reflecting the skinification of hair in another way is the trend for #greenshampoo. Here, we turn again to the color wheel to cancel out undesired colors and tones. Skin care has used this approach to camouflage skin redness and under-eye circles. In hair, we've also see purple shampoo to reduce brassiness in blonde and yellowing in gray hair. #Green shampoo is said to offset red tones in brunette hair — although at least one video on TikTok attempted to cancel out naturally red hair, unsuccessfully.
To keep up on these regular trend reports, visit our Consumer/Market Trends web page or watch for our Consumer Pulse videos on LinkedIn.
