8 Trends in Beauty Searches: Kiko Cosmetics, Mascara Innovation, Hair Peptide Serum, Matcha Perfume and More

This report expands on C&T's Consumer Pulse videos on the socials. It highlights the latest emerging trends (past 7 days) in consumer searches and hashtags related to cosmetics and skin care. This edition includes: "makeup of a lasso" and lasso peptides; Lia Cosmetics; Kiko Cosmetics and mascara innovation; tinted serums; mushroom elixir; hair peptide serum; matcha and watermelon perfumes and more. Following are growth statistics on searches, notes on possible drivers, plus a deeper dive into three that caught our interest.

1. "Makeup of a lasso" (+4,150%, past 7 days, Google Trends) - While this search is very vague, we thought it worth noting, considering the > 4,000% increase in the past week. No apparent headlines stood out when we searched it, although we did find some older research describing lasso peptides from bacteria that impart antimicrobial activity, enzyme inhibition and more. Apparently, their structure makes them difficult to synthesize, however; or at least, that was the case in 2015.
   
2. Lia Cosmetics (+1,400%, past 7 days, per Google Trends) - The brand's Powder Liquid Lipstick Blush is creating buzz on social media, especially TikTok. It is said to create buildable creamy cheek and lip color, and is formulated with shea butter, avocado oil and orange peel wax. Per the brand, it offers long-lasting wear and vibrant color for a "stunning" lip look.
3. Kiko Cosmetics (+70%, past 7 days, Google Trends) - see below
4. Tinted serums (+1,280%, past 5 years, Exploding Topics) - These provide light coverage and care benefits such as hydration and nourishment, plus actives such as hyperpigmentation correction; examples including moisturizer, facial sunscreen and lip balm. Per Exploding Topics, tinted serums are part of the "Tinted Skincare" meta trend of cosmetics that provide skin-enhancing properties and subtle coverage. They are becoming increasingly popular with the “makeup-free” look.
5. Mushroom elixir (+85%, past 5 years, Exploding Topics) - Growing interest in mushroom elixirs is focused on health benefits such as boosting immunity, reducing inflammation, supporting brain function and increasing energy. Per Exploding Topics, they are part of a larger "Adaptogen Wellness" metatrend, which has already found its way into cosmetics. These products are praised for stress reduction capabilities.
6. Hair peptide serum (+633%, past 5 years, Exploding Topics) - see below
7. Matcha perfume (+127.4%, year over year, Spate) - see below
8. Watermelon perfume (+120%, year over year, Spate) - see below

Kiko Cosmetics and Mascara Innovations

Searches on "Kiko Cosmetics" are up 70% in just the past 7 days, according to Google Trends. While the Kiko Milano Italian cosmetics brand opened a new store in Dublin in October, it's likely the recent buzz is around two new mascara launches designed to "elevate" the lash game by combining beauty with care.

Per the brand site, the 24H Long Lasting & Panoramic Volume Mascara has a fluid, elastic texture with an ultra-black finish that envelops the lashes without leaving clumps. The formula is touted for its marigold extract (Calendula officinalis) content, although the ingredient's function is not clear. Marigold has traditionally been used in skin care applications for wound healing and anti-inflammation. It also has reported antioxidant properties and was recently highlighted by one ingredient supplier for its ability to "stimulate inner structures in skin to fortify it."

The mascara's fiber brush is designed to evenly distribute the mascara along the entire length of the lashes, giving them "an intense panoramic volume and definition-enhancing effect." The product features packaging with a “click” technology for easy access.

Ingredients - 24H Long Lasting & Panoramic Volume Mascara: Aqua (Water/Eau), Copernicia Cerifera Cera (Copernicia Cerifera (Carnauba) Wax/Cire De Carnauba), Glyceryl Stearate, Cera Microcristallina (Microcrystalline Wax/Cire Microcristalline), Stearic Acid, Ozokerite, Palmitic Acid, Styrene/Acrylates/Ammonium Methacrylate Copolymer, Hydrogenated Vegetable Oil, Butylene Glycol, Stearyl Stearate, Aminomethyl Propanol, Ricinus Communis Seed Oil (Ricinus Communis (Castor) Seed Oil), Phenoxyethanol, Caprylyl Glycol, Galactoarabinan, Caprylic/Capric Triglyceride, Sodium Dehydroacetate, Hydroxyethylcellulose, Sodium Laureth-12 Sulfate, Lecithin, C11-15 Pareth-7, Tocopherol, Ascorbyl Palmitate, Potassium Sorbate, Tetrasodium EDTA, Calendula Officinalis Flower Extract, Citric Acid, BHT, CI 77499 (Iron Oxides), CI 77007 (Ultramarines).

In addition, Kiko's 30 Days Extension Night Mascara is described as a nourishing, colorless treatment gel designed to promote longer, fuller lashes with every use. Per the brand website, the soft and enveloping texture coats lashes without hardening them or causing them to stick together. An "extremely flexible elastomer" brush is included to comb the lashes from base to tip, evenly distributing the product.

Per the company, the product is ideal for enhancing lashes with an extraordinary lengthening effect. In clinical (n = 20) and instrumental testing, after four weeks of regular application of the product, lashes gained length.

Ingredients - 30 Days Extension Night Mascara: Aqua (Water), PVP, Butylene Glycol, Phenoxyethanol, Carbomer, Aminomethyl Propanol, Glycerin, Decylene Glycol, Lecithin , Disodium EDTA, 1,2-Hexanediol, PPG-26-Buteth-26, Gluconolactone, Hydrolyzed Keratin, Laminaria Digitata Extract, Pelvetia Canalicu Lata Extract, PEG-40 Hydrogenated Castor Oil, Xanthan Gum, Sodium Benzoate, Apigenin, Oleanolic Acid, Biotinoyl Tripeptide-1.

Hair Peptides, Peptide Serum

Exploding Topics reports consumer interest in hair peptide serum is up 633% in the past 5 years. Per the source, such products typically contain peptides, amino acids and other ingredients to nourish and strengthen hair, thanks to their ability to stimulate the production of collagen. Applied topically to the hair and scalp, they may stimulate hair growth, reduce breakage and damage, and promote overall hair health. Hair peptide serums are said to be par of the larger #hairtok metatrend, which has more than 4.1 million TikTok posts.

One example of a hair peptide serum is offered by The Ordinary. The brand's Multi-peptide Serum for Hair Density is described as a lightweight, concentrated leave-in formula designed to support the scalp and create thicker, denser, fuller-looking hair. The product contains a combination of peptide technologies and plant-based extracts and notable calls out:

• Redensyl (Givaudan)
• Procapil (Sederma, Inc.)
• Capixyl (Lucas Meyer Cosmetics by Clariant)
• Baicapil (Provital, S.A.)
• AnaGain (Mibelle Biochemistry) and
• a high-solubility caffeine.

Fresh and Fruity, Matcha and Watermelon Perfumes

Finally, according to market analyst firm Spate, searches for both matcha and watermelon perfumes are up ~120%+ each in the past year. #Matchaperfume is up +127.4%, with 1.6K average monthly searches on Google and average of 26.1K weekly views. In relation, just #matcha garners 77.0K average weekly views and is growing at a rate of 3.9K% year over year. The firm notes this could signal a pivot from overtly sweet gourmand scents to more subdued, edible-inspired notes.

In addition, the same source reports watermelon perfume is up 120% in searches, year over year, and currently averages 1.3K monthly searches. On TikTok, it draws 7.2K average weekly views, which per Spate, indicates "it’s still in its early stages with relatively low visibility."

"Consumers are gravitating toward fresh, fruity scents, moving away from the caramel and candy-heavy fragrances that have dominated the market and continue demonstrating growth," the firm reported. "One of the top searches is for watermelon perfume Bath and Body Works, showing that the scent is still largely viewed as an affordable, body-spray-esque option. This leaves space for luxury brands to create a more sophisticated, unique fragrance with a watermelon profile."