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This is our 100th Trends Alert, and as data lovers, we thought it was only right to hit you with some newsletter data to celebrate!

Spate newsletter subscribers come from 4,000 different companies across 95 different countries around the world. The top three countries by number of readers are the US, UK, and France.

Our most popular newsletter to date was in December 2021 where we called out the emerging plum lipstick trend that has continued its growth ever since. In fact, plum lipstick is currently at +553.3% year-over-year growth. In our newsletter, we also called out the early signals of the return of makeup in the US as lockdown persisted.

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The growth in searches for color correcting foundation reveal that the educated consumer is looking to even out skin tone and hide discoloration with one product.

The Spate Facts: Color Correcting Foundation

There are 1.7K searches on average every month in the US for Color Correcting Foundation, which is very low volume relative to other searches for makeup products. It’s grown +113.9% in searches since last year with three market leaders: IT Cosmetics, Tarte Cosmetics, and Laura Geller.

The Spate POV

Consumers seek out color correcting foundation to help even out skin tone and hide areas of discoloration that include redness, and aging concerns for a smooth, even look. Related searches include terms like redness, cream, vs, anti-aging, powder, and palette. Searches for product formats like cream, powder, primer, and palette indicate that consumers are searching for a variety of formats to help them correct color which means there is great opportunity for brands to innovate in this category.