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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.

Searches for green concealer are up +55.9%, supporting the idea that consumers want makeup products that will conceal and counteract pigmentation they do not want. Green—being the opposite of red on the color wheel— helps neutralize redness to hide acne marks and increasing concerns with rosacea (+9.7%). Aside from concealers, brands should consider innovating in color correcting moisturizers, sunscreens, primers, and other skincare and makeup products.



The overnight lip mask helps to hydrate your lips while you sleep. Use this data to understand the early skinification trends blooming in lip care.

The Spate Facts: Overnight Lip Mask

On average, there are 1.4K searches every month in the US for Overnight Lip Mask, a trend driving a huge volume of searches in the face concerns category. It’s grown +40.1% in searches since last year with two market leaders: Makeup Revolution and Milk Makeup.

The Spate POV

Who doesn’t want to wake up to soft, smooth lips? Now that lips aren’t hidden behind face masks consumers are finding it more important than ever to keep their pouts in picture perfect shape. Related searches include terms such as: diy, spa, conditioning, and sleep. Searches for diy, spa, and sleep indicate that consumers are searching for a more ritualistic, self care experience when it comes to the overnight lip mask. How else can brands elevate the traditional lip care products to tap into this desire?

Meanwhile, the early skinification of lip care is evident in the searches for conditioning. Searches for lip sunscreen are up +19.1% YoY, further supporting the skinification of lip products. Consumers want more for their lips, and traditional lip balms just won’t cut it anymore. How can brands innovate and bring the next generation of lip care that meet consumers’ growing expectations?



Searches for hair gloss indicate that consumers are looking to achieve salon quality shine at home.

The Spate Facts: Hair Gloss There are 61.2K searches on average every month in the US for Hair Gloss, which has grown +8.8% in searches since last year. There are five market leaders, which include Kristen Ess, L’Oréal, John Frieda, Redken, and Clairol.

The Spate POV Lustrous, shiny hair with color-boosting benefits is top of mind for consumers seeking this trend. Related searches include terms like: treatment, at home, what is, clear, salon, for gray, glaze, and shine. Searches for at home and salon reveal that there is a range in the type of hair treatment service that consumers are searching for. This is a great opportunity to bring a salon treatment at home in a product, especially to help manage color in between salon visits.

The benefits searched alongside hair gloss such as clear, for gray, glaze, and shine provide insight into why consumers are searching for hair gloss and can be used to guide product copy and messaging. The searches for gray also indicate an opportunity for brands to create a gloss product that helps conceal or add shine to dull grays at home. In addition to addressing gray hair, there is opportunity for brands to incorporate different color pigments in the gloss to support different hair colors, including trendy milk tea color hair (+151.4% YOY) and copper hair (+22.5% YOY).


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