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Brief Published: 19 Dec 2018

Google’s Top Beauty Searches for 2018 Revealed

Fenty Beauty

This year’s most-searched beauty topics on Google included key issues such as environmental consciousness and inclusivity. We highlight the most commercially relevant opportunities for brands and product developers to explore in these two areas.

  • Save the Planet: The beauty industry has been a major contributor to increasing levels of water pollution. In the UK alone, there has been a 700% increase in the number of wet wipes found along the coastline over the last decade (Marine Conservation Society, 2017).

    As consumers become more concerned about the toxic impact of water pollution, they are searching for alternative cleansing methods. The sixth most Googled query was ‘how to take off make-up without make-up wipes’.

    Beauty brands are starting to acknowledge the environmental impact of wet wipes and are developing eco-friendly alternatives. Materials such as cellulose (a plant fibre found in kale) should be used instead of the plastic binders typically used in mass-market products.
  • Colour-Matching Queries: Since the ‘Fenty effect’ inspired global beauty brands to create diverse offerings within the contemporary beauty market, consumers are demanding that cosmetics colours and hair shades suit their needs perfectly. The fourth and ninth most Googled queries were ‘what hair colour looks best on me’ and ‘what colour concealer to use’.

    This year marked the debut of an app that uses augmented reality (AR) to determine a person’s ideal hair colour. German haircare giant Schwarzkopf Professional’s Salon Lab Ecosystem offers tailored haircare tips and tricks with an AR colour consultation. After the consultation, data is fed into a machine that blends custom formulas on demand. Product developers should try to replicate an at-home version of the device, allowing consumers to try out new colours in the comfort of their own homes.

    Meanwhile, brands should continue to break down barriers when creating colour cosmetics for different races. The market is currently saturated with multi-tonal foundations – with the most inclusive offering available in 50 shades, from US brand SPKTRM. Now developers should work on altering the shades and textures of concealers to suit warm, neutral and cool undertones.

    US brand Flesh Beauty’s Hide the Evidence Double Concealer is a good example. The concealer-pen duo is available in a total of 22 colour combinations – ranging from ultra-pale to super-deep. Each end holds a different shade and texture built into a brush tip, which can be worn together or individually to suit coverage and tone preferences.