1、SEPTEMBERMAKEUPTRENDS 2024Introducing Spates new Popularity Index,a proprietary metric that combines Google searches and TikTok views to provide comprehensive insights into beauty trends.This report delves into the makeup category,focusing on changes that extend beyond viral video moments or niche b

2、eauty searches.In other words,these shifts are not tied to a single platform but reflect broader trends across the industry.By accounting for Googles search decline and TikToks rapid growth,the Popularity Index offers a more precise comparison of trend performance.It allows brands to analyze categor

3、ies holistically to stay ahead of evolving consumer preferences.Curious to learn more?Request your free trial to access deeper data and stay ahead of the trends shaping the industry.Thank you,Olivier and Yarden,co-founders of SpateMAKEUP TRENDS:THE POPULARITY INDEX UNVEILEDWHAT IS THE POPULARITY IND

4、EX?SPATES PROPRIETARY POPULARITY INDEX3The Popularity Index combines data from Google and TikTok to show how popular a category or trend is.For example,looking at the graph on the right,the trend for“Toner”in the US grew by 41.7%over the past year.The index measures how“Toner”compares to all other b

5、eauty trends on TikTok and Google.It adjusts for growth differences on each platform to accurately reflect the increase in popularity.The Popularity Index for“Toner”for Google Searches&TikTok View in the US.0.0020.00150.0010.00050May 2021Sep 2021Jan202May2022Sep2022Jan2023May2023Sep2023Jan2024what q

6、uestions does the popularity index answer?4Which trends drive the most engagement?How do trends differ on Google vs.TikTok?Whats the overall trend health across platforms?WHY DOES IT MATTER?Discover the beauty trends gaining the most traction and shaping consumer preferences.Understand which categor

7、ies and brands are more prominent on Google search versus TikTok.Get a holistic view of trends across platforms,empowering better strategic decisions.SPATES PROPRIETARY POPULARITY INDEX4WHATS HAPPENING IN MAKEUP?5MAKEUP CATEGORY 6According to the Spate Popularity Index,the Makeup category is declini

8、ng by-7.7%overall across platforms.The Makeup category is mainly experiencing decline in overall engagement due to falling interest in eyeshadow and eyeliner products which both over-index on Google searches.OVERVIEWYoY-7.7%Source:Popularity Index:Google Search+TikTok Views from August 2021 to July

9、2024250K200K150K100K50K0Aug 2021Popularity indexNov2021Feb2022May2022Aug2022Nov2022Feb2023May2023Aug2023Nov2023Feb2024May20247TOP MAKEUP SUBCATEGORIES BY INCREASETodays makeup consumer is demonstrating a preference for a natural,flushed look that emphasizes complexion and easy lips.Top trending prod

10、uct categories include lip stain products,lip tint products,and blush products.Within these,we see formats like jelly blush speaking to desire for new texture experiences and long-lasting effects.Popularity index:Google Search+TikTok Views for August 2023 to July 2024 vs.August 2022 vs.July 2023lip

11、stain productslip tint productsblush productslip liner productssetting spray productsface primer productspowder productsconcealer productsface bronzer productsface glitter productsface palette products025005000750010000Book a meeting to explore top growth drivers in depth.Popularity index:Google Sea

12、rch+TikTok Views for August 2023 to July 2024 vs.August 2022 vs.July 20238TOP MAKEUP SUBCATEGORIES BY DECREASEConsumers are shifting away from eye makeup products,with eyeliner and eyeshadow among the top declining categories.Within these categories,we observe a growing preference for more minimal,l

13、ong-lasting alternatives such as Eyeliner Tattoo services(+42.6%on TikTok).Its clear the focus is on achieving a flawless complexion and emphasizing lips.eyelid productseyebrow productsface paint productslip plumper productscontour productshighlighter productsfoundation&base productseyelash products

14、lipstick productslip gloss productsmascara productseyeliner productseyeshadow products0-2500-5000-7500-10000-12500-15000-17500-20000Book a meeting to explore top decline drivers in depth.LIP STAIN9LIP STAIN PRODUCTSThis indicates a strong consumer preference for lip products that offer both longevit

15、y and ease of use,favoring those that provide a durable stain and resist smudging throughout the day.10Trend Popularity IndexIncrease YoYYoYTikTok Share%lip stain3.5K7.1K149.4%83.1%peel off lip stain250.6633.581.4%90.1%LIP STAIN AND PEEL-OFF LIP STAIN ARE THE LEADING TRENDS DRIVING YEAR-OVER-YEAR IN

16、CREASE IN THE LIP STAIN CATEGORY.Source:Popularity Index:Google Search+TikTok Views from August 2021 to July 2024HOW BIG IS THIS TRENDHOW COMPETITIVE IS THE SPACE?WHO OWNS THE MARKET SHARE?STATS+149.4%YEAR-OVER-YEAR GROWTH xx83.1%TIKTOK SHARESPATE POVLIP STAINLip stain,with 3.5K popularity index and

17、+149.4%year-over-year growth.This is a trend with 83.1%TikTok share meaning it over-indexes on TikTok as compared to Google search.Lip stain shows a strong positive upward trajectory on TikTok.Source:PexelsSource:Popularity Index:Google Search+TikTok Views from August 2021 to July 202411LIP STAIN1.5

18、K1K5000Aug 2021Nov 2021Feb2022May2022Aug2022Nov2022Feb2023May2023Aug2023Nov2023Feb2024May2024Popularity index3.5KPOPULARITY INDEXTikTok Share%:Share of TikTok popularity vs.Google SearchTREND SPOTLIGHTSource:US Search from Aug 2023 to July 2024 vs.Aug 2022 to July 2023;US Tiktok Data Week of Septemb

19、er 1st,2024.Images from and 12LIP STAINBenefitSearch Volumeglossy6.1Klip and cheek4.4Klong lasting1.7KBrandSearch Volumeelf cosmetics14.1Kfenty beauty8.3Kbenefit cosmetics8.0Klip stainelf lip stainfenty lip stainbest lip stainwonderskin lip stainsacheu lip liner stainlip stainspalladio lip stainbene

20、tint lip stainelf glossy lip stainTREND SPOTLIGHTOVERVIEW This trend highlights strong brand interest,while searches for lip stain and best lip stain suggest growth opportunities for brands.Benefits include a glossy finish.Additionally,theres growing demand for multi-use products,as seen in searches

21、 for lip and cheek,and for long-lasting results.Very High Volume90.6K Avg.Monthly SearchesHOW BIG IS THIS TREND?Very High Views30.3M Avg.Weekly ViewsHOW BIG IS THIS TREND?Source:PexelsTop Search Queries13Overall TikTok sentiment of the trendTREND SPOTLIGHTSource:US Search from Aug 2023 to July 2024

22、vs.Aug 2022 to July 2023;US Tiktok Data Week of September 1st,2024LIP STAINTREND SPOTLIGHTVery High Volume90.6K Avg.Monthly SearchesHOW BIG IS THIS TREND?Very High Views30.3M Avg.Weekly ViewsHOW BIG IS THIS TREND?Top Colors&PrintsViews#red33.8K#sparklylipgloss23.8K#purplelip17.5KBrand HashtagsViews#

23、sacheubeauty3.0M#wonderskin1.4M#sushyglow907.1KOVERVIEW A 7.4 out of 10.0 TikTok sentiment reveals overall positivity and excitement about lip stain posts,with consumers expressing desire to try the products,admiration for specific features,seeing product details,tips,and expressing admiration for b

24、eauty influencers.ViewsSentiment30.3M7.4Source:PexelsstefaniefritzxomommashivemommashiveBLUSH14BLUSH PRODUCTSAdditional trends,such as Pink Blush and Cheek Stain,highlight the popularity of a classic color variation,pink,and reflect a consumer shift toward diverse and playful cheek products.15Trend

25、Popularity IndexIncrease YoYYoYTikTok Share%blush10.8K4.4K12.5%53.0%jelly blush214.8651.61,309.2%37.6%pink blush601.7180.39.0%76.4%cheek stain39.2124.562.2%70.3%BLUSH IS THE LEADING TREND DRIVING OVERALL INCREASE,WITH JELLY BLUSH SHOWING REMARKABLE YEAR-OVER-YEAR GROWTH.Source:Popularity Index:Googl

26、e Search+TikTok Views from August 2021 to July 2024HOW BIG IS THIS TRENDHOW COMPETITIVE IS THE SPACE?WHO OWNS THE MARKET SHARE?STATSxxSPATE POVBLUSHBlush is a growing trend with a popularity index of 10.8K and+12.5%year-over-year growth.This trend holds 53.0%of its popularity on TikTok,indicating a

27、similar presence across TikTok and search platforms.Source:PexelsSource:Popularity Index:Google Search+TikTok Views from August 2021 to July 202416BLUSH4K3K2K1K0Aug 2021Nov 2021Feb2022May2022Aug2022Nov2022Feb2023May2023Aug2023Nov2023Feb2024May2024Popularity index+12.5%YEAR-OVER-YEAR GROWTH 53.0%TIKT

28、OK SHARE10.8KPOPULARITY INDEXTREND SPOTLIGHTSource:US Search from Aug 2023 to July 2024 vs.Aug 2022 to July 2023;US Tiktok Data Week of September 1st,2024.Images from and 17BLUSHBenefitSearch Volumemature skin2.2Kskin undertones1.3Kdarker skin1.3KBrandSearch Volumerare beauty172.6Knars45.0Kelf cosme

29、tics37.2Krare beauty blushblushdior blushliquid blushblush pinkpixi blush stickmilk jelly blushpink blushpixi blushcream blushTREND SPOTLIGHTOVERVIEW As demonstrated by the top search queries,blush is a prominent trend with a strong brand presence.Consumers are particularly focused on product format

30、s and suitability for various skin types and undertones,especially for mature skin.Very High Volume674.9K Avg.Monthly SearchesHOW BIG IS THIS TREND?Very High Views58.7M Avg.Weekly ViewsHOW BIG IS THIS TREND?FormatsSearch Volumeliquid761.Kcream56.4Kstick55.1KSource:PexelsTop Search Queries18Overall T

31、ikTok sentiment of the trendTREND SPOTLIGHTSource:US Search from Aug 2023 to July 2024 vs.Aug 2022 to July 2023;US Tiktok Data Week of September 1st,2024TREND SPOTLIGHTHOW BIG IS THIS TREND?HOW BIG IS THIS TREND?Top HashtagsViews#blush30.9M#blushhack5.2M#blustrend4.9MBrand HashtagsViews#rarebeauty3.

32、8M#rhodeskin3.5M#lorealparispartner2.9MOVERVIEW At a TikTok sentiment of 7.9 out of 10.0,consumers on TikTok are generally reacting positively to the posts,expressing love,admiration,and excitement for the products that are showcased.ViewsSentiment58.7M7.9BLUSHVery High Volume674.9K Avg.Monthly Sear

33、chesVery High Views58.7M Avg.Weekly ViewsSource:Pexels vanessaperezzzz222katerinamakeup_mabellHOW BIG IS THIS TRENDHOW COMPETITIVE IS THE SPACE?WHO OWNS THE MARKET SHARE?STATSxxSPATE POVJELLY BLUSHJelly blush is a smaller trend with a 214.8 popularity index score but has seen significant growth of+1

34、.3K%YoY.It has higher popularity on search,with interest spiking in February 2024 following the launch of Milk Makeups Cooling Water Jelly Tint.Source:PexelsSource:Popularity Index:Google Search+TikTok Views from August 2021 to July 202419JELLY BLUSHAug 2021Nov 2021Feb2022May2022Aug2022Nov2022Feb202

35、3May2023Aug2023Nov2023Feb2024May2024Popularity index+1,309.2%YEAR-OVER-YEAR GROWTH 37.6%TIKTOK SHARE214.8POPULARITY INDEX200150100500Source:US Search from Aug 2023 to July 2024 vs.Aug 2022 to July 2023;US Tiktok Data Week of September 1st,2024.Image from 20BrandSearch Volumemilk makeup1.5KMilk jelly

36、 blushMilk makeup cooling water jelly tintMilk makeup jelly tintJelly blush stickMilk makeup cooling water jelly tintsMilk makeup water jelly tintMilk makeup jelly tint blushMilk makeup jelly blushOVERVIEW Consumers are primarily searching for the jelly blush trend,with the Milk Makeup Cooling Water

37、 Jelly Tint being the top driver of interest,as shown in the top search queries.Milk Makeup is the only brand searched alongside this trend.TREND SPOTLIGHTTREND SPOTLIGHTHOW BIG IS THIS TREND?HOW BIG IS THIS TREND?JELLY BLUSHHigh Volume12.4K Avg.Monthly SearchesMedium Views756.8K Avg.Weekly ViewsSou

38、rce:PexelsTop Search Queries21Overall TikTok sentiment of the trendTREND SPOTLIGHTSource:US Search from Aug 2023 to July 2024 vs.Aug 2022 to July 2023;US Tiktok Data Week of September 1st,2024TREND SPOTLIGHTHOW BIG IS THIS TREND?HOW BIG IS THIS TREND?Top HashtagsViews#jellyblush756.8KBrand HashtagsV

39、iews#sheglam416.9K#milkmakeup80.5KOVERVIEW TikTok sentiment of 8.0 out of 10.0 reveals people reacting positively to the posts,showing enthusiasm,desire to purchase,engagement,and admiration for the products.Specific examples highlight love,excitement,and curiosity for the product.ViewsSentiment756.

40、8K8.0JELLY BLUSHHigh Volume12.4K Avg.Monthly SearchesMedium Views756.8K Avg.Weekly ViewsSource:PexelsmangomoniicasheglamstasschiSETTING SPRAY22SETTING SPRAY PRODUCTSFixing spray shows leading year-over-year growth,with SPF setting sprays highlighting a growing demand for added sun protection in sett

41、ing products.23Trend Popularity IndexIncrease YoYYoYTikTok Share%setting spray10.8K2.9K50.4%45.7%fixing spray214.838.869.7%33.1%spf setting spray601.731.0.325.7%21.3%finishing spray39.218.218.6%27.0%SETTING SPRAY IS THE MAIN DRIVER OF INCREASE,THOUGH CONSUMERS DIFFERENTIATE BETWEEN SETTING,FIXING,AN

42、D FINISHING SPRAYS.Source:Popularity Index:Google Search+TikTok Views from August 2021 to July 2024HOW BIG IS THIS TRENDHOW COMPETITIVE IS THE SPACE?WHO OWNS THE MARKET SHARE?STATSxxSPATE POVSETTING SPRAYSetting spray is the top driver of increase YoY with 2.9K popularity index and+5.4%yoy growth.It

43、 has 45.7%share on TIkTok meaning its popularity is comparable on both search and TikTok platforms.Its trend trajectory shows consistent upward movement on both platforms.Source:PexelsSource:Popularity Index:Google Search+TikTok Views from August 2021 to July 202424SETTING SPRAYAug 2021Nov 2021Feb20

44、22May2022Aug2022Nov2022Feb2023May2023Aug2023Nov2023Feb2024May2024Popularity index+50.4%YEAR-OVER-YEAR GROWTH 45.7%TIKTOK SHARE2.9KPOPULARITY INDEX1K8006004002000TREND SPOTLIGHTSource:US Search from Aug 2023 to July 2024 vs.Aug 2022 to July 2023;US Tiktok Data Week of September 1st,2024.Images from a

45、nd 25SETTING SPRAYBenefitsSearch Volumedewy12.5Kspf6.1Kflawless4.1KBrandSearch Volumemac cosmetics32.3Kurban decay27.9Kelf cosmetics24.7KOne size setting spraySetting sprayBen nye final sealElf setting sprayCharlotte tilbury setting sprayUrban decay setting sprayMilani setting sprayBest setting spra

46、yMorphe setting sprayTREND SPOTLIGHTOVERVIEW Setting spray is a competitive trend across low to mid-range price points.Dewiness is a key benefit consumers seek,with consideration for various skin types,including a niche but notable focus on mature skin.Very High Volume160.0K Avg.Monthly SearchesHOW

47、BIG IS THIS TREND?Very High Views11.5M Avg.Weekly ViewsHOW BIG IS THIS TREND?ConcernsSearch Volumeoily skin5.0Kdry skin1.4Kmature skin410.0Source:PexelsTop Search QueriesSPATE POVTop makeup subcategories,based on the popularity index,reveal key insights and opportunities for brands aiming to gain a

48、competitive edge:Address Mature Skin Concerns.Mature skin emerges as a significant concern within both the blush and setting spray trends,highlighting a need for targeted products.Brands that innovate with targeted solutions for this demographic are well-positioned to meet emerging consumer needs an

49、d capture consumer interest.Fun Formats Capture Attention.Fun formats like Tattoo Lip Liner,Jelly Blush,and Peel-Off Lip Tints are gaining traction on TikTok as consumers experiment with these products.Brands should actively engage with these trends by creating and promoting similar innovative forma

50、ts,leveraging social media platforms to connect with trend-driven consumers,and enhance their market presence.Lasting Power Is Key.The focus on lip products,including lip stains,lip tints,and lip liner tattoos,indicates that consumers are seeking new textures and longer-lasting formulas.Brands can c

51、apitalize on this trend by innovating with diverse textures,introducing multi-functional products,and emphasizing extended wear to meet evolving consumer preferences.26Over 20BN search signals and 60M TikTok videos to spot the next big trend.www.spate.nyc 27Start your free trial todayVolume:Monthly

52、search volume averaged over the last 12 monthsViews:Average weekly views of videos in the US with the included hashtags:past 4 weeksMETRICS:SEARCH&TIKTOKSPATE 28METRICS:POPULARITY INDEXIncrease YoY:The difference in popularity index of the past 12 months vs.of the previous 12 monthsYoY:Year-over-Year growth rate:latest 12 months vs.previous 12 months growth rateTikTok Share%:Share of TikTok popularity vs.Google SearchSPATE 29