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2023 PREDICTED TRENDS REPORT It's here! Spate's 2023 Trends Report; the annual report CEW named as their #1 industry report for 2022. This year is already full of uncertainty, making it essential to understand the needs of consumers. For 2023, one thing is certain, a new aesthetic has emerged. From nostalgic nods to Y2K fashion to the influence of social media, today's beauty consumer has developed their own distinct style. Dive into our most anticipated 2023 Trends Report to explore what's next for beauty in the 20s with the help of Spate data and expert insights from Michelle Lee, beauty expert and former Editor in Chief of Allure. With the support of cutting-edge technology like DALL-E and ChatGPT, this report is a visual and informative journey into the future of beauty.

Monthly Beauty Tracker



Consumers are looking for the perfect hair mascara to cover up grays, tame flyaways, and experiment with color.

Scalp Facial - Spate Data

The Spate Facts: Hair Mascara On average, there are 5.5K searches every month in the US for Hair Mascara, which is low volume relative to other hair makeup products. It’s grown +18.6% in searches since last year. Though L’Oreal is a top market leader, branded searches overall remain low making this trend low competition. The Spate POV Beauty trends come and go, and right now we are in the midst of an early aughts renaissance. The latest product to experience a rebirth? Hair mascara, of course. For the newly initiated, hair mascara is a temporary hair color that can be used to cover gray hairs, add highlights, and tame flyaways and frizz. We see this piqued interest in the search results as searches for gray reveal consumers looking for ways to cover up gray hair, and searches for neon showcase an opportunity consumers are jumping on to add fun colors to their tresses. Searches for how to use and what is reveal that consumers are unsure how exactly to use hair mascara. This is a lot of opportunity for brands to work with UGC to make educational content around hair mascara products. There is also space here for makeup brands to highlight the multifunctionality of a classic product.



With only three market leaders there is room for a new brand to come in and own the lactic acid space.

Sun damage - Spate data

The Spate Facts: Lactic Acid Serum

There are 2.8K searches on average every month in the US for Lactic Acid Serum, a very low volume relative to other face serums. It’s grown +45.9% in searches since last year with very low competition and 3 market leaders: Biossance, The Inkey List, and Sunday Riley.

The Spate POV

In our opinion, lactic acid is the grand master of the alpha hydroxy acids, or AHAs. It can help to improve the texture and tone of the skin, reduce the appearance of fine lines and wrinkles, and promote a more even skin color. The search for resurfacing, hydrating, peel, and exfoliating reveal the kinds of claims consumers are searching for when it comes to this type of skincare product. Brands should emphasize the benefits and effects of lactic acid in their marketing materials.

Searches for squalane and glycolic acid reveal that some consumers are interested in combining other ingredients with lactic acid when it comes to this skincare serum. There is a lot of opportunity for brands here to bundle their products together and sell it at a discounted rate. Sunday Riley, a market leader in the space, is a good example of a brand bundling their bestsellers together and excelling.



Consumers interested in water based foundations are still searching for the best when it comes to this product category.

Ice bath - Spate data

The Spate Facts: Water Based Foundation

On average, there are 15.2K searches every month in the US for Water Based Foundation, which is medium volume relative to other searches for foundation products. It’s grown +43.9% in searches since last year with high competition and 6 market leaders: Tarte, Maybelline, and L’Oreal. Please note, however, that only one of these brands — Tarte — is being searched for a specific product. Consumers are searching Maybelline and L’Oréal to see if their popular foundations are indeed water-based.

The Spate POV

If you’re looking for something lightweight, look no further than water based foundation. Water based formulas are ideal for people with sensitive or oily skin. With so many options out there consumers are looking to understand the difference between foundation products with different formulations and their benefits as we can see with the searches for silicone and oil. Brands offering silicone, water, or oil-based foundations have the opportunity to educate consumers on which primers, moisturizers, etc. work best with each formula to avoid separation or pilling.

Searches for coverage alongside water based foundation indicate that consumers are concerned about the coverage of these lightweight formulas. Brands should be clear about the coverage their foundation provides when working on the product copy and marketing materials.


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