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NEW IN: SPATE FIRST-EVER AI GENERATED TRENDS REPORT Spate introduces the first-ever AI-generated Consumer Trends Report, revealing key insights across 12 categories, including beauty, fashion, and technology. This initiative utilizes Generative AI's advanced capabilities to analyze massive datasets and decipher underlying consumer behavior themes behind seemingly disparate trends such as the Golden Globes, data privacy, and Cinco de Mayo.




Below are two top growing face makeup trends on search in the US. Read on to learn how these could impact your business.

Top Growing Face Makeup Trends - Spate US Data

The Spate POV

There’s always a new face makeup product that we as a society collectively become obsessed with. We're still reminiscing about the days of Becca's iconic Champagne Pop highlighter when we all had glittering skin. Currently, the top growing face makeup products in searches (in the US) are bronzing drops and illuminating glow serums.

Bronzing drops have an average of 8.3K monthly searches and a +373.4% YoY growth. This trend is highly competitive, with Drunk Elephant coming in on top as the market leader. Drunk Elephant is also the fastest growing brand searched alongside dupe in the US, with a YoY growth of +726.5%. Searches for Drunk Elephant alongside dupe are being driven by the viral D-Bronzi Drops. Other important consumer driven related searches include review and best, highlighting an opportunity for brands to work with influencers to review and share how their products have positively impacted their skin or routines. And if your brand doesn't have the budget to work with Alix Earle or Monet, micro-influencers are great because consumers love hearing from trusted individuals why they use the products they use.

Illuminating glow serum is a trend with medium competition, featuring two market leaders: Keys Soulcare and Illumina. The top related search terms are niacinamide, review, and booster. What’s fascinating is that consumers are searching for niacinamide in combination with an illuminating glow serum, and it’s worth noting that the Keys Soulcare priming serum contains niacinamide. For modern consumers, it’s crucial to highlight key ingredients on product labels, even for makeup products. If you’ve already tried that and are looking for another way to stand out in this market, you could consider focusing on boosters. As the searches show, consumers want to understand how these serums can boost or enhance their overall skin health, rather than face makeup products in the past that might have clogged or irritated the skin.

Trends come and go, which means that in a year or so, we may witness the comeback of pressed powders and matte finishing sprays. To stay ahead of the trend cycle, ensure you have access to the Spate dashboard.


At Spate, we're committed to bringing you accessible and actionable data and insights. Whether you're honing your communications strategy, social media copy, or building next year's R&D calendar, we have data that matters for you. Reach out to learn more.


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