Trending: Polite Society, NK Kosmetika, Shampoo Massager and #BlurringBlush

Per Spate's hashtag tracker, #blurringblush is up more than 1 million percent, week over week, with Too Faced's Cloud Crush Blurring Blush on the rise. Join us for Beauty Accelerate, March 6-7, 2024, to hear more from Spate!
Per Spate's hashtag tracker, #blurringblush is up more than 1 million percent, week over week, with Too Faced's Cloud Crush Blurring Blush on the rise. Join us for Beauty Accelerate, March 6-7, 2024, to hear more from Spate!
By Drobot Dean

Our weekly "Consumer Pulse" report on the major socials uncovers growing trends in cosmetic-related searches across the web. Now trending are: _ and makeup NYT, Sofia Vergara Griselda makeup, Polite Society, NK Kosmetika, shampoo massager, #blurringblush and more.

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'_ and makeup NYT'

Per Google Trends, searches for "_ and makeup NYT" are up 1,650% this week. This is likely for a straightforward reason: The New York Times' crossword puzzle. The answer is "hair and makeup," btw. You're welcome.

Sofia Vergara Griselda Makeup

"Sofia Vergara Griselda makeup"  is second in our list of top searches this week, rising in interest by 1,050%, also per Google Trends. This appears related to the actor's starring in a Netflix series about the drug leader Grisella Blanco. Vergara described, in an interview on The Today Show, her hours-long spans sitting in the makeup chair to don a prosthetic nose, wig, teeth and eyebrows, transforming her appearance - but in a realistic-looking way.

See related: Trending: DOA Kozmetik, Sunset Hair, Makeup Flashback, Hyperpigmentation and More

Polite Society Makeup

Searches on "Polite Society makeup" are up 900%, per Google Trends. Several recent TikTok posts relate to consumers' "obsession" with the brand; especially its foundation. A report released a few days ago by She Knows included the brand among its list of Best New Brands (TikTok-approved) for Teens. The brand comes from the founders of Too Faced and is promoted as clean, sustainable and "where skin care meets makeup."

The trending More Than a Pretty Face skin-caring foundation is available in 50 shades. Claims include: long wear, immediate hydration, transfer resistant, oxidation proof (whatever that means), vegan, with weightless pigments and non-comedogenic. The product features vegan HA, niacinamide and willow bark for skin brightening. We found the latter interesting, given it was highlighted for teens.

Ingredients: Water/Aqua, C9-12 Alkane, Butylene Glycol, Polyglyceryl-6 Polyricinoleate, Isodecyl Neopentanoate, Undecane, Polyglyceryl-2 Isostearate, Sodium Chloride, Diisostearyl Dimer Dilinoleate, Glycerin, Disteardimonium Hectorite, Tridecane, Phenoxyethanol, Sodium Potassium Aluminum Silicate, Jojoba Esters, Helianthus Annuus (Sunflower) Seed Wax, Silica, Sodium Lauroyl Glutamate, Sodium Hyaluronate, Lysine, Magnesium Chloride, Polyglycerin-3, Acacia Decurrens Flower Wax, Niacinamide, Salix Alba (Willow) Bark Extract, Tocopherol, Aluminum Hydroxide; (+/-): Titanium Dioxide CI 77891, Iron Oxides ( CI 77491, CI 77492, CI 77499 ).

NK Kosmetika

Searches on "NK Kosmetika" grew 750% in the past week, also per Google Trends. NK Kosmetika is a brand by Miss Czech Republic Natalie Kocendova (NK), that includes fragrance, lip products, eyeshadow and body care. The line is positioned as premium care, luxury cosmetics. A recent YouTube video featured the Czech TikTok music artist Domonique Alagia discussing the brand. 

Currently featured on the NK product website is a shower oil with a "fresh and invigorating" raspberry scent, reportedly appropriate for sensitive skin, that leaves a film and helps to restore lipids. The product is based on a classic ingredient: grapeseed oil.

Shampoo Massager

According to the source Exploding Topics, the phrase "shampoo massager" is trending. It is described as a product or tool to help stimulate and exfoliate the scalp while shampooing, and consumers are using it as they believe it helps to stimulate hair growth.

In relation, the hashtag #scalpmassager has more than 90 million views on TikTok; the brands Heeta and Maxsoft were notably drawing interest. This is reportedly part of a larger "scalp detox" metatrend, with searches up 51% in the past 24 months. Related searches growing in interest are for scalp serums and scrubs.


Finally, per Spate's hashtag tracker, #blurringblush is up more than 1 million percent, week over week, with Too Faced's Cloud Crush Blurring Blush on the rise. These products are described as "pillowy cushions" of blush, with mistake-proof application, that are soft and buildable. This particular product is a hybrid cream/power that provides a "kiss of color" and "blurs on cheeks to infuse color."

Ingredients: Cloud Crush Blurring Blush: Mica, Alumina, Zinc Stearate, Caprylic/Capric Triglyceride, Octyldodecyl Stearoyl Stearate, Methylpropanediol, Caprylyl Glycol, Glycerin, Iris Florentina Root Extract, Leuconostoc/Radish Root Ferment Filtrate, Retinyl Palmitate, Phenylpropanol, Zinc Sulfate, Kaolin, Fragrance (Parfum), Coumarin, Sodium Dehydroacetate; [+/- Titanium Dioxide (CI 77891), Iron Oxides (CI 77491), Iron Oxides (CI 77492), Iron Oxides (CI 77499), Blue 1 Lake (CI 42090), Red 28 Lake (CI 45410), Red 7 (CI 15850), Red 7 Lake (CI 15850), Ultramarines (CI 77007), Yellow 5 Lake (CI 19140)].

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