Small brands are cutting through the noise in big ways.
Among them, a shift away from the “clean” beauty messaging that has dominated the beauty sphere in recent years, with a few exceptions such as nail polish brand Manucurist and microbiome-focused skin care line Lumiara.
Botox competitor Daxxify, which was FDA approved last year to improve the appearance of frown lines, was the fastest-growing brand by U.S. Google searches. “Some of the searches indicate consumers are looking for the difference in cost between Daxxify and Botox,” said Yarden Horwitz, cofounder of Spate, adding that searches for other injectable brands like Restylane will likely begin to rise as consumers seek to become more informed about their options.
Korean skin care brand Numbuzin also posted strong growth. The brand is growing on Amazon — it has no direct-to-consumer website — and on TikTok, where it counts more than 75.5 million hashtag views and is often mentioned alongside “glass skin.”
“A lot of the top search queries more so reference education about these brands,” said Horwitz, noting searches for Lumiara, for example, are not product-specific. “This indicates that someone is running some sort of campaign, an ad, or the brand is having a viral moment on TikTok and consumers are seeking out more education about the brand itself.”
The top emerging beauty brands by year-over-year U.S. Google search growth, per Spate.
- Daxxify: +892.8 percent
- Numbuzin: +387 percent
- Lumiara: +358.9 percent
- Handaiyan: +216.3 percent
- Pro Lash: +204 percent
- Manucurist: +188 percent
- Curldaze: +184.9 percent
- Le Domaine Skincare: +183.3 percent
- Contour Cube: +181.4 percent
- Instantly Ageless: +178.6 percent
Source: WWD