In our latest Consumer Pulse report on C&T's social media, top Google Trends searches relating to beauty include Halloween cosmetics, digital dust highlighter and under-eye brightener; "bronzer stick" is an exploding topic; and "starter coils" have surged on TikTok.
See related: Q2 2023 Beauty and Personal Care Sales Driven by Online Channel, Purchase Sizes & Key Categories; NIQ
Melt Cosmetics Nightmare Before Christmas ('Breakout' % Increase)
Topping the Google Trends searches this time was the Melt Cosmetics brand Nightmare Before Christmas makeup collection. Inspired by the Tim Burton animated film, the Halloween Town Collection launched on Oct. 2, 2023, featuring a neon eyeshadow palette of 10 colors, a lipstick and a gel liner; plus a "digital dust" highlighter compact, embossed with the film's two main characters, Sally and Jack. The brand has launched previous "digital dust" highlighters with different patterns, all of which are said to impart a second skin finish with buildable coverage to impart a day glow or a sparkling, intense gloss for nighttime.
Catrice Cosmetics Under Eye Brightener (+2,000%)
This brand's under-eye brightener was recently included in a report by Women's World presenting makeup product "dupes" under $20 that are said to work as well as their more expensive counterparts. Catrice Cosmetics' under-eye brightener was compared with the Smashbox Becca under-eye brightening corrector. The Catrice product's peach tone was said to cancel dark under-eye circles and reportedly works better for mature skin thanks to its castor oil content, which the source reported draws moisture into skin for a plumping effect and boosts circulation to prevent blood pooling causing the circles. The formula is described as creamy and lightweight.
See previous: Illuminating, Glowing Skin and Deep Oiling for Hair: Google and TikTok Trends
Crash Cosmetics (+450%)
The vegan brand Crash Cosmetics By Luisa and Esther, apparently out of Germany, hasn't made any obvious headlines recently but is featuring an Advent calendar of products including some of the founders' favorites; from Crash and other brands. The primary product featured on the brand's site is its loose powder highlighter, "Christine," reportedly designed with extra fine shimmer pigments for a maximum glow. Offered in a rose-gold shade, the product is said to flatter darker and lighter skin tones and provide a silky soft texture. Also featured are the brand's makeup bag and extra large sponge applicators.
Exploding: Bronzer Sticks
According to Exploding Topics, TikTok videos on bronzer sticks have garnered more than 62 million views. Rare Beauty is mentioned, as the brand has reported growing demand for its bronzer stick; Exploding Topics reported this product has grown 6,680% over the past five years. It's also part of the "skin tone" meta trend on TikTok; aka #SkinTok. Additional products in this category include discoloration serum, tinted serum, glowing sunscreen and barrier creams.
Starter Coils on TikTok
According to trends analyst Spate, "starter coils" are up some 1.3 billion percent, per the firm's hashtag tracker week-over-week metric. This trend related to curly, textured hair describes how to start shorter locks and grow them longer. Products to achieve this also are described and range from oils and gels to creams and waxes. This will be one to watch.
