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Did you know that more than 150 top beauty brands are using the Spate dashboard to help make critical marketing and product development decisions? Request your free trial today.



The Spate dashboard analyzes over 20 billion signals on search and TikTok to answer three crucial questions for the beauty and wellness industry:

  1. What's the next big trend on search and/or TikTok?

  2. Who is owning the space?

  3. How to position the trend?

Looking to answer any of these questions? Book a free Spate dashboard demo today, and explore the world of Spate data.




It's the Spate team here, and in celebration of our new food and beverage data, we'll be sharing the edible trends we love each week.

Ellie, Beauty Insights & Marketing Lead, says, "This week I ventured to what TikTok is calling the 'Erewhon of NYC', AKA Happier Grocery. I reached for a prebiotic soda, Poppi Classic Cola to be specific, and a vegan pizza. I will be back – primarily because the beauty, body, and supplement selection deserve more of my time."

Addison, Beauty Strategy & Innovation Manager, says, "Olive oil cake is one of my favorite desserts. I don’t think it gets enough publicity, but they have an orange olive oil cake MUFFIN at Café Integral. The citrus element also tones the sweetness down a bit. It goes perfectly with my morning coffee (one splash of whole milk, please)."

We'll continue to share the food trends we love every Friday to inspire your weekend. If you want more food insights, you can also join our food newsletter. Bon appétit!

Join the Food Newsletter


In the competitive world of skincare, identifying untapped trends can be a challenge. Spate's latest Whitespace Opportunities Report delves into emerging trends still available for brands to seize. Regardless of your position, these top whitespace trends encompass techniques, trends, and concerns that yield valuable insights across various categories. Have questions?

Feel free to email us at, or book a meeting with a Spate expert today.




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

Top Foundation Trends - Spate

The Spate POV

The foundation you choose greatly depends on both your skin type and your vibe. There’s the no-makeup-makeup crowd who swears by skin tints and serum foundations. Then there are those who prefer a full beat, opting for heavier coverage and more matte formulations. Interestingly, data shows that the top growing foundation and base products in searches in the US are water based foundation and glow foundation.

Water based foundations consist mostly of water and pigment, and they’re incredibly popular, with high competition and nine market leaders, including Tarte. Consumers are searching for best and review alongside water based foundation, highlighting their desire to conduct research before making a purchase. Brands should consider implementing gifting-for-review programs to boost their review count. They should also consider partnering with influencers to review their products on social media, aiming to make it appear as non #sponsored as possible. Consumers are also searching for face primers, oil based, and silicone, indicating a concern about mixing water based foundations with other formulations. Brands should explicitly address the mixing and matching of formulations and their effects in the product description.

Glow foundation is another highly competitive trend with eight market leaders, including Nars, NYX, and Dior. Consumers are searching for sheer, luminous, flawless, glowing, and filter, highlighting the benefits they’re seeking from this trend. Searches for product formats such as serum and liquid foundation provide insight into the preferred formulations in consumers’ minds when it comes to glow foundation. Additionally, searches for shades alongside glow foundations showcase a concern for the diversity of shade ranges in foundations. In 2023, there’s no place for foundations with only five light to medium shades— inclusivity is essential.

Foundation sets the stage for the rest of one’s makeup look, and as a result, a lot of energy goes into researching and testing different formulations before committing to one, especially if it’s a splurge. For more insight into what consumers are looking for regarding foundation and base products, book a free demo of the Spate dashboard today.


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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