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Tired of reading about #scandoval? Explore similarly disappointing — though not quite as salacious — declining beauty searches in the month of February.

In our interactive Monthly Beauty Tracker, Spate deep dives into the categories and trends driving changes in search volume — both negative. After all, it's not all doom and gloom. Some trends are still doing well, like anti-aging pillows and tinted moisturizers.

How can your brand use these growing categories to its advantage? Gain access to the tracker when you book your free trial and find out.




The chart below represents a sample of the top increase makeup brands across US consumer searches. Read on to learn how these could impact your business.

Top Makeup Brands by Increase - Spate Data

The Spate POV

With so many makeup brands out there, it can be hard to keep track of everyone and how they're performing. This week, we’re looking at top makeup brands by increase in average monthly search volume. These brands are driving the most significant positive shift in the conversation — and the current leaders are Fenty Beauty (+77.7% YoY growth) and Charlotte Tilbury (+29.3% YoY growth).

We're not surprised that Fenty is reigning supreme. I mean, did you see Rihanna use the Invisimatte Instant Setting + Blotting Powder mid-performance at the Super Bowl? We're in awe.

Across the brand, benefits such as hydrating, longwear, glowing, soft matte, shimmer, and blurring indicate the types of product marketing that consumers are directly interested in from Fenty. While replicating star power can be challenging, brands should keep these benefits in mind when formulating new products or coming up with marketing strategies.

Charlotte Tilbury is another brand hoping to boost sales with the help of an A-lister. The brand recently announced a partnership with none other than Ms. Bella Hadid. We're curious to see how this collaboration will impact search results but until the data rolls in, we'll keep monitoring Tilbury's top-searched products, which include the Hollywood Flawless Filter, Hollywood Contour Wand, and Pillow Talk.

There's a lot one can do to generate buzz, but if it doesn't translate into an increase in search — often a precursor for increased sales — was it even worth it?