The Vogue Business Beauty Tracker: Unveiling the Top Brands, Trends, and Ingredients Driving Year-on-Year Growth in the Beauty Industry

The Vogue Business Beauty Tracker, produced in collaboration with Spate, meticulously monitors the top five brands, trends, and ingredients that are spearheading significant positive change through year-on-year growth. These identified categories have also demonstrated consistent upward growth historically, offering a robust insight into the beauty industry’s dynamic landscape. Each week, the tracker spotlights a different beauty category and the top five beauty hashtags on TikTok, providing a comprehensive overview of consumer interest and market shifts. This in-depth analysis covers a diverse range of beauty segments, from wellness and bodycare to makeup and fragrance, revealing the evolving priorities and preferences of today’s consumers.

Wellness: July 2025 to June 2026

In the wellness sector, monthly search data reveals a growing consumer interest in products that harmoniously blend targeted benefits with convenience and ease of use. This demand is clearly articulated through several key product categories. Dopamine patches, for instance, are reflecting a growing need for wearable solutions designed to support mood and focus. Simultaneously, acupressure wristbands highlight a preference for accessible, non-invasive methods for managing and preventing nausea, particularly relevant for travel and motion sickness. The emergence of screenless fitness trackers indicates a growing demand for minimalist wearable technology that passively monitors health and activity data, emphasizing a desire for unobtrusive digital wellness tools. Furthermore, men’s fertility supplements signal a growing interest in targeted nutritional support for male reproductive health, a category that has historically seen less focused attention. Liquid zinc supplements also underscore a demand for convenient and effective ways to address zinc deficiency and bolster immune health, particularly in an era where preventative healthcare is paramount.

Top Wellness Brands and Their Impact

From a brand perspective, companies offering targeted, convenient, and science-backed wellness solutions are experiencing significant traction. Pure Genius Protein is capturing demand for portable, easy-to-consume protein products, aligning with the on-the-go lifestyle of many consumers. Artemis Tea is highlighting a growing interest in organic herbal teas and wellness blends that are rooted in traditional herbalism, appealing to those seeking natural and time-tested remedies. Nancy’s Probiotic is capitalizing on the demand for organic cultured foods and probiotic-focused nutrition, a sector that continues to expand with increased consumer awareness of gut health. EFX Sports is reflecting interest in performance supplements, particularly with products like Kre-Alkalyn creatine, designed to support strength and recovery. The rise of Sparkle Wellness is attributed to the continued interest in collagen supplements, targeting benefits for skin, hair, nails, and overall vitality, a testament to the enduring appeal of ingestible beauty solutions.

Trending Wellness on TikTok

On TikTok, the wellness conversation is being shaped by content that emphasizes holistic well-being and practical self-care. Hashtags such as #MindfulMovement and #DailyGratitude showcase a desire for mental wellness practices that can be easily integrated into everyday life. #GutHealthMatters and #ProbioticPower highlight the growing consumer awareness of the gut-skin connection and the importance of a balanced microbiome. #SleepHygieneTips and #StressReliefHacks offer practical advice for improving sleep quality and managing stress, reflecting a proactive approach to mental and physical health. The resurgence of #HerbalRemedies and #Adaptogens indicates a continued interest in natural solutions for well-being, tapping into traditional wisdom and plant-based efficacy.

Bodycare: July 2025 to June 2026

In the realm of bodycare, current search trends highlight a growing consumer interest in products that combine targeted benefits and convenience with a strong emphasis on sensory appeal. The demand for alpha hydroxy (AHA) body lotions and hand exfoliators reflects a desire for products that effectively address dead skin cell removal, dirt, and dry patches, contributing to smoother, more refined skin texture. Grape soap is capturing attention for its playful, fruit-inspired format, successfully merging functionality with novelty and aesthetic appeal, suggesting a trend towards more whimsical and visually pleasing products. Epsom salt lotions are meeting the demand for convenient options focused on muscle relief and recovery, aligning with a broader interest in at-home wellness solutions. Kojic acid lotions signal a demand for targeted skincare that addresses uneven skin tone and brightening concerns, indicating a move towards more specialized body treatments.

Top Bodycare Brands and Their Consumer Appeal

For bodycare brands, those that offer targeted, skin-friendly solutions are gaining significant traction. QV Skincare is meeting the demand for sensitive skin and barrier-supportive care, appealing to a broad consumer base concerned with gentle yet effective products. Naked Bee is highlighting interest in affordable, natural bodycare options that incorporate ingredients such as honey, beeswax, and oatmeal, resonating with consumers seeking natural and budget-friendly solutions. Derman points to the demand for targeted antifungal treatments, indicating a need for specialized solutions for specific health concerns. Curology reflects growing interest in dermatologist-designed solutions for body breakouts and rough texture, emphasizing the value of expert-backed formulations. Luna Daily is capturing demand for pH-balanced, microbiome-friendly care for both the body and intimate areas, showcasing the evolution of the category through specialized treatments based on body area and skin concern, spanning from natural-based products to dermatologist-designed solutions.

Trending Bodycare on TikTok

On TikTok, the bodycare conversation is being driven by content that emphasizes education, efficacy, and sensory experiences. Hashtags like #BodyExfoliation and #AHABodyCare highlight the interest in chemical exfoliation for smoother skin. #HydratedSkin and #BodycareRoutine showcase the importance of consistent moisture and barrier support. #SelfCareSunday and #BathRituals focus on the indulgent, sensory aspects of bodycare, while #DIYBodyButter and #HomemadeLotion reflect a growing interest in personalized and natural formulations. #CelluliteTreatment and #FirmingLotion indicate a desire for targeted solutions that address specific body concerns, demonstrating consumers’ proactive approach to body care.

Fragrance: July 2025 to June 2026

This month’s fragrance search data indicates a notable shift towards more occasion-driven and emotionally evocative scent choices. The rise of wedding fragrances reflects a growing interest in scents associated with meaningful celebrations and special occasions, suggesting a desire to create olfactory memories tied to significant life events. Sport fragrances are signaling demand for fresh, energetic scents suited for active lifestyles and everyday wear, aligning with a broader trend of wellness integration into personal care. Sweet fragrances highlight a continued preference for gourmand and indulgent scent profiles, with birthday cake perfume, for example, offering a familiar scent evocative of childhood memories, tapping into nostalgia. Electric perfume, with searches primarily associated with the iconic Revlon fragrance from the 80s, Electric Youth, reflects the enduring appeal of discontinued scents that offer a new form of nostalgia and a connection to past eras.

Top Fragrance Brands and Their Market Resonance

When it comes to brands, DefineMe Creative Studio highlights growing interest in fragrances rooted in pop culture, with collaborations such as Barbie connecting scent with recognizable characters and cultural identities, indicating a trend toward scent as a form of personal branding. Lore reflects demand for emotive, transportive fragrances that translate specific moods and places into scent experiences, appealing to consumers seeking escapism and storytelling through scent. Miu Miu and MCM Fragrance highlight growing interest in luxury scents that extend a recognizable fashion identity into the perfume space, with Miu Miu searches primarily associated with the more youthful and feminine Miutine scent, demonstrating the crossover appeal between fashion and fragrance. The rise of Kopari, specifically its fragrance mists, reflects demand for lighter fragrance formats suited for everyday use, catering to consumers seeking subtle yet pleasant scents for daily wear.

Trending Fragrance on TikTok

On TikTok, the fragrance conversation is being shaped by content that explores scent as a form of personal expression and storytelling. #PerfumeTok continues to dominate, with users sharing reviews, discovery hauls, and scent layering ideas. #FragranceCollection showcases the growing hobbyist nature of perfume collecting, with users displaying their curated scent wardrobes. #ScentLayering and #FragranceHacks highlight practical tips for maximizing scent longevity and creating unique olfactory combinations. #CleanFragrance and #NichePerfume indicate a growing interest in specific fragrance categories, with consumers seeking out brands that prioritize ethical sourcing, natural ingredients, or unique scent profiles that stand out from mass-market options. #SignatureScent reflects the personal journey of finding a fragrance that truly embodies one’s identity.

Nails: July 2025 to June 2026

In the nail category, search data reveals a rise in nail art pens, reflecting a growing interest in personalized nail creativity that is both nostalgic and enables consumers to experiment with intricate and customized designs, suggesting a trend towards DIY artistry. Liquid tape reflects demand for manicure tools that simplify application while improving precision and creating cleaner, more professional-looking results, indicating a preference for tools that enhance the at-home manicure experience. Glitter nail polish is another Y2K trend regaining momentum, with continued interest in bold, statement-making finishes that add a dose of playfulness to nail looks, showing the cyclical nature of beauty trends. The sustained demand for glass nail polish underscores the role of high-gloss, translucent finishes as a classic aesthetic that continues to resonate with consumers. Meanwhile, celestial nails signal increasing enthusiasm for imaginative and artistic nail designs inspired by cosmic themes and metallic accents, demonstrating a move towards more conceptual and visually striking nail art.

Top Nail Brands and Their Appeal

Nars, which phased out its nail polish line, is trending in search data, reflecting the enduring appeal of discontinued beauty products when consumers maintain connections with iconic shades and search for color dupes still available on the market, highlighting the power of brand loyalty and product nostalgia. Tonic Polish and Pure Ice, meanwhile, highlight growing interest in expressive nail finishes, such as multichromes, magnetics, and holographics, as well as accessible trend-driven shades, glitters, and metallics that keep manicures unique and engaging. Beyond polish, Burt’s Bees highlights growing demand for nourishing nailcare solutions, such as cuticle creams that provide hydration while supporting dry and brittle nails, indicating a focus on nail health. Diamond Cosmetics signals continued interest in accessible nail products that offer variety and affordability, appealing to a broad consumer base seeking value and choice.

Trending Nails on TikTok

On TikTok, nail trends are evolving rapidly, driven by creativity and DIY culture. #CyberPunkNails reflects interest in futuristic nail art that combines punk influences, neon accents, metallic finishes, and bold 3D details, indicating a desire for avant-garde aesthetics. #BrighteningEyeMasks and #SkincareRitual reflect demand for targeted skincare solutions and consistent routines, with consumers using under-eye patches to depuff, hydrate, and reduce the appearance of dark circles, and seeking consistent, personalized skincare routines focused on daily maintenance. #CheetahHair, #HaircutTutorials, and #HairFoils are all trending, reflecting a broader shift toward more experimental and technique-driven approaches to hair styling, with bold patterns, DIY education, and professional coloring techniques gaining traction. #PlaitsBraids highlights the appeal of finished braided styles, with content featuring both at-home and salon-created results for men and women, showcasing the versatility and cultural significance of braided styles. #CoconutOilForSkin signals an ongoing interest in multi-purpose ingredients used across self-care routines, demonstrating a move toward ingredient-driven self-care practices.

Makeup: June 2025 to May 2026

In the makeup category, monthly data highlights a growing demand for innovative, personalized, and tech-driven cosmetics. Lipstick printers, associated primarily with YSL Beauty, reflect rising interest in tech-enabled beauty personalization, allowing consumers to create customized lip shades on-demand, tapping into the desire for bespoke products. Aloe lipstick offers hydrating, soothing properties with pH-reactive formulas that adapt to each wearer’s lips, indicating a trend towards lip products that bridge makeup and skincare. Soft matte lipstick reflects interest in formulas that deliver a velvety, blurred matte finish without the dryness of traditional matte lipsticks, catering to a preference for comfortable matte textures. Terracotta lipstick highlights the popularity of warm, earthy shades that offer a transeasonal beauty look, appealing to consumers seeking versatile and flattering colors. Meanwhile, ginger mascara signals growing interest in softer, natural-looking eye makeup, with this shade offering a light brown to reddish tint that subtly enhances lashes, reflecting a move towards more nuanced and less conventional makeup choices.

Top Makeup Brands and Their Market Influence

Prestige Cosmetics is among this month’s trending makeup brands, reflecting continued demand for accessible, high-pigment products in a broad range of colors, appealing to consumers seeking value and performance. Hung Vanngo Beauty signals sustained interest in makeup artist-founded brands that deliver professional-quality products based on their expertise, tapping into the authority and trust associated with industry insiders. Details by Tati signals demand for creator-led beauty brands centered on luxury makeup tools and elevated application, indicating the influence of digital creators in shaping product preferences. Black Up is a brand tailored to those looking for inclusive makeup options, offering complexion products specifically developed to enhance deeper skin tones, addressing a critical market need. The enduring appeal of Burberry Beauty, meanwhile, reinforces demand for combining premium formulations with sophisticated, fashion-inspired aesthetics, linking beauty choices with broader luxury lifestyle trends.

Trending Makeup on TikTok

On TikTok, the makeup conversation is buzzing with trends that emphasize technique, experimentation, and achieving specific looks. #FrizzyHairHacks and #GrayHairCare signal demand for targeted hair solutions and maintenance techniques, as consumers seek practical advice for managing frizz and embracing natural hair color transitions. #GoldenHourMakeup highlights demand for warm, radiant beauty looks, from golden-toned eye makeup to sun-kissed complexions with natural luminosity, reflecting a desire for universally flattering and aspirational aesthetics. The rise of the #BlondeRoots hashtag reflects continued interest in blonde hair trends that embrace visible roots, like ghost roots, indicating a growing acceptance of lived-in color and lower-maintenance styles. #FullFaceOfDollarTreeMakeup underscores engagement in affordable beauty experimentation, with consumers creating full-face looks using accessible products, showcasing a savvy approach to budget-conscious beauty.

Skincare: February 2025 to January 2026

In the skincare space, current search data reveals a rising focus on advanced, treatment-led products. Interest in scar sticks reflects demand for targeted solutions that simplify care for specific concerns, demonstrating a preference for multi-tasking products. PDRN creams and serums signal growing awareness of regenerative ingredients, as consumers seek formulas associated with skin repair and renewal, tapping into the science of rejuvenation. Exosome serum highlights increasing interest in next-generation, science-backed actives, indicating a forward-looking approach to skincare innovation. High-intensity focused ultrasound (HIFU) underscores the influence of non-invasive, clinic-inspired technologies, as consumers look for lifting and firming benefits beyond topical products, showing a willingness to adopt advanced treatments. Together, these trends indicate that skincare is evolving toward highly targeted, science-driven routines that blend efficacy, innovation, and treatment-level results.

Top Skincare Brands and Their Market Appeal

Trending skincare brands reflect a shift toward clinically grounded, barrier-focused skin health paired with sustainability and device-led innovation. Elm Biosciences underscores the growing interest in science-backed, clinically developed skincare, with a “lab-to-patient” approach supporting long-term skin health and the concept of aging well, appealing to a discerning, informed consumer. Wow Skin Science reflects demand for nature-inspired skincare, offering plant-powered formulations free from harsh chemicals, resonating with the clean beauty movement. Sincerely Yours highlights the rise of dermatologist-developed skincare tailored to younger consumers, with a focus on barrier support and the unique needs of teenage skin, addressing a specific demographic. Isispharma represents the continued strength of dermocosmetic skincare, providing targeted solutions for concerns such as hyperpigmentation, rosacea, and acne through dermatologist-recommended formulations, meeting a clear need for specialized treatments. Sunplay signals growing emphasis on daily sun protection, leveraging advanced Japanese skincare technology to deliver high-performance UV defense, tapping into the crucial trend of daily SPF application.

Trending Skincare on TikTok

On TikTok, #MicroLinksHairExtensions and #BrowThreading are trending, reflecting demand for natural-looking length and volume, as consumers invest in seamless hair enhancements and precise brow styling. #CheapBeauty highlights budget-conscious beauty discovery, with users testing affordable products and sharing their finds. #SkincareMasks documents self-care routines as part of an ongoing beauty journey, emphasizing consistency and ritual. #RedHairCare and #CeramideSerum point to demand for specialized solutions and ingredient-focused treatments, as consumers seek practical advice and effective ingredients for specific hair and skin concerns. #FrizzyHairHacks and #GrayHairCare signal demand for targeted hair solutions and maintenance techniques, as consumers seek practical advice for managing frizz and embracing natural hair color transitions. #GoldenHourMakeup highlights demand for warm, radiant beauty looks, from golden-toned eye makeup to sun-kissed complexions with natural luminosity, reflecting a desire for universally flattering and aspirational aesthetics. #BlondeRoots reflects continued interest in blonde hair trends that embrace visible roots, like ghost roots, indicating a growing acceptance of lived-in color and lower-maintenance styles. #FullFaceOfDollarTreeMakeup underscores engagement in affordable beauty experimentation, with consumers creating full-face looks using accessible products, showcasing a savvy approach to budget-conscious beauty. #CyberPunkNails reflects interest in futuristic nail art that combines punk influences, neon accents, metallic finishes, and bold 3D details, indicating a desire for avant-garde aesthetics. #SkinTintStick highlights demand for hybrid complexion products that offer light coverage with skincare benefits in a portable format. #TCAPeel and #MicrobiomeSkincare signal growing consumer interest in understanding the mechanisms behind skin behavior, from chemical exfoliation and skin renewal to the role of the microbiome in barrier health. #FireHair reflects growing interest in bold, color-driven hair looks that emphasize self-expression and visual impact. #DIYBlush reflects personalization in beauty, with users exploring custom or handmade blush products to tailor color and finish. #MotherOfTheBrideMakeup highlights demand for elegant, age-inclusive makeup inspiration for weddings and other special occasions. #LashArtistOfTikTok reflects interest in behind-the-scenes nail content, with consumers engaging with nail technicians’ routines, creative processes, and the realities of running a nail business. #WitchyNails reflects interest in mystical and dark aesthetics, with consumers drawn to occult-inspired designs. #HairPlop highlights an interest in techniques that enhance natural texture, especially for defining curls with minimal effort. #FastHairstyles highlights demand for quick, efficient styling solutions that slot into busy lifestyles while still delivering polished looks. #FaceGlitter signals continued engagement with expressive makeup, focused on bold, playful self-expression. #MonsterHighNails points to the rise of bold, character-inspired nail designs that emphasize individuality and playful aesthetics, especially among Gen Alpha consumers. #NailArtBrush points to the importance of precision tools in nail design, supporting detailed artwork and professional techniques, alongside guidance from nail techs on choosing the best brushes and how to use them effectively.

Haircare: March 2025 to February 2026

In the haircare space, current search data reveals a growing interest in solutions that combine convenience and science-backed ingredients alongside targeted treatments to support hair and scalp health. Convenience is a significant factor, with waterless dry shampoo and 6-in-1 shampoo signaling the desire for multifunctional products that simplify hair care routines. Caffeine hair serum highlights increasing interest in scalp-focused formulations designed to help strengthen hair, reduce shedding, and promote the appearance of fuller, healthier-looking hair. Exosome hair therapy underscores the growing popularity of advanced, science-driven hair restoration technologies, with consumers exploring treatments aimed at supporting scalp health, hair regeneration, and overall hair vitality. Finally, overnight hair serum reflects rising demand for treatments that work while users sleep, delivering deep hydration, nourishment, and repair to improve hair strength and smoothness by morning.

Top Haircare Brands and Their Market Resonance

These trends are also reflected across haircare brands spiking interest, with science and ingredients at the forefront. Hair fall, thinning hair, and scalp health are key concerns, with Minimalist and South Korean brand Aromatica showing up as trending haircare brands, indicating a global interest in scalp-centric solutions. Iso Beauty highlights interest in haircare solutions that deliver salon-quality results at home, appealing to the DIY beauty movement. Meanwhile, &Honey underscores the popularity of Japanese haircare brands with formulations inspired by honey-based ingredients catering to consumers seeking hydration, shine, and frizz control, tapping into a well-established market preference for nourishing ingredients. Wow Skin Science reflects continued demand for plant-based haircare products, aligning with the broader clean beauty movement and consumer preference for natural ingredients.

Trending Haircare on TikTok

On TikTok, #DitchedTheDye reflects a shift among older women embracing their natural hair color and moving away from maintenance-heavy routines, indicating a trend toward authenticity and reduced product usage. #ILoveCurlyHair highlights a growing appreciation for natural texture, as consumers celebrate and care for their curls, signaling inclusivity in beauty standards. #PermRodSetNaturalHair points to technique-driven styling for defined, heat-free curls, reflecting a desire for heatless styling methods and achievable texture transformations. #PromMakeupInspo points to planning and inspiration for key events, with users seeking polished, occasion-ready looks, demonstrating the influence of special occasions on beauty content. #CubanTwistHair underscores interest in protective styling and cultural hair practices, while #HairFoam signals demand for styling products that enhance texture and hold, indicating a move toward specialized products for specific hair types and styles. Together, these trends show that consumers are balancing self-expression, hair health, and event-driven styling in beauty content.

Supplements: January 2025 to December 2025

Consumers are increasingly seeking convenient, easy-to-use formats and wearable solutions for functional wellness, with patches offering targeted support for mood, metabolism, and cellular health. Dopamine patches target focus and cognitive performance, reflecting a growing interest in nootropics and mental wellness aids. GLP-1 and NAD patches support metabolism, energy, and cellular function, indicating a trend towards supplements that address systemic health and longevity. Multi-collagen supplements continue to gain traction for beauty and structural benefits such as skin, hair, and joint health, underscoring the enduring appeal of ingestible collagen. Alongside these, percussive massage devices highlight the rise of accessible recovery technologies designed to reduce muscle tension and support circulation after exercise, aligning with a broader interest in physical recovery tools. Together, these trends reflect a shift toward personalized wellness routines using multiple formats that prioritize convenience and seamless integration into everyday life.

Top Supplement Brands and Their Market Appeal

Javvy Coffee reflects growing demand for functional beverages that integrate wellness benefits such as supporting energy and focus, turning everyday rituals into health-conscious practices. A1 Supplements and MTS Nutrition underscore demand for performance-driven sports nutrition, including muscle building, bodybuilding, and post-workout recovery, appealing to consumers seeking results-oriented solutions for athletic performance. Lullabites points to a desire for wellness products that support rest and recovery, emphasizing functional snacks designed for relaxation and sleep, addressing the growing market for sleep aids and stress relief. Crisp Power highlights the rise of indulgent snacks that also meet fitness goals, demonstrating that consumers are seeking to align their dietary choices with their health objectives. Magic Spoon shows that nostalgic, enjoyable foods are increasingly expected to deliver health benefits without compromising taste, tapping into the comfort food trend with added wellness benefits. Together, these brands reveal that wellness consumers are seeking products that are functional, evidence-based, and seamlessly integrated into daily routines, reflecting a practical and results-oriented approach to health.

Trending Supplements on TikTok

On TikTok, #LashGlues highlights interest in product performance and comparison between brands, as consumers test glues for reliable, long-lasting lash applications, indicating a focus on product efficacy. #MakeupSamples reflects budget-conscious discovery, with shoppers exploring trial sizes and low-commitment ways to test products, showcasing a savvy approach to beauty purchasing. #HairTrial points to planning and preparation, as users test styles ahead of key events, demonstrating the importance of previewing beauty outcomes. Meanwhile, #HerbalHairGrowthOil signals demand for natural, treatment-focused solutions, aligning with the broader clean beauty movement. #BushyBrows spans interest from managing and shaping fuller brows to enhancing volume and testing products, indicating a trend towards embracing natural features and refining techniques. Together, these trends show that consumers are balancing performance, planning, and creativity in beauty content, seeking practical advice and demonstrable results.

Bodycare: January 2025 to December 2025

In the bodycare category, current search trends reveal a strong focus on targeted skin benefits and functional treatment-based products. Epsom salt lotions reflect an interest in convenient options for muscle relief and recovery, tapping into the self-care and wellness market. Grape soap highlights playful, fruit-inspired formats and visually appealing hand soaps designed to resemble grapes, pointing to a rise in products combining functionality with novelty and aesthetic appeal. Moroccan black soap indicates a keen interest in deep cleansing and exfoliation rooted in traditional formulations, appealing to consumers seeking time-tested remedies. Kojic acid lotions are part of a continued attention to skin brightening and evening tone, demonstrating a demand for targeted treatments for hyperpigmentation. Meanwhile, the growth of glass foot files reflects a preference for hygienic, durable tools that elevate cleansing and exfoliation, addressing concerns around bacteria and skin safety.

Top Bodycare Brands and Their Market Appeal

As for brands, Papatui reflects a growing interest in the men’s bodycare space, which combines approachable grooming routines with skin-focused formulations, as well as strong demand for its tattoo care line in collaboration with Dwayne Johnson, indicating a successful niche marketing strategy. Luv Scrub, meanwhile, signals a rising demand for authentic African mesh body exfoliators, designed to cleanse and smooth the skin, inspired by traditional West African bath rituals, tapping into cultural heritage and efficacy. GoPure Beauty is a results-driven bodycare brand centered on accessible firming and brightening solutions, appealing to consumers seeking tangible results at a reasonable price point. QV Skincare offers sensitive-skin solutions rooted in dermatologist-backed, barrier-supportive formulations designed for everyday use, meeting the needs of a large consumer segment. Cyklar highlights the rise of fragrance-forward bodycare that merges fine fragrance inspiration with sustainable practices and sensorial personal care experiences, indicating a trend towards elevated and conscious self-care.

Trending Bodycare on TikTok

On TikTok, #CheetahHair, #HaircutTutorials, and #HairFoils are all trending, reflecting a broader shift toward more experimental and technique-driven approaches to hair styling, indicating a strong DIY culture. #CheetahHair highlights bold, pattern-led hair looks that emphasize self-expression and visual impact. #HaircutTutorials points to the growing demand for accessible, step-by-step education from hair stylists, while #HairFoils underscores continued interest in professional coloring techniques. #PlaitsBraids highlights the appeal of finished braided styles, with content featuring both at-home and salon-created results for men and women, showcasing the versatility and cultural significance of braided styles. #CoconutOilForSkin signals an ongoing interest in multi-purpose ingredients used across selfcare routines, demonstrating a move toward ingredient-driven self-care practices. Together, these trends reflect a move toward both skill-based hair experimentation and ingredient-driven selfcare practices.

Fragrance: February 2025 to January 2026

There’s a craving for gourmand fragrances taking place, as rich, edible-inspired scents capture consumer attention. Searches for masculine fragrances suggest that scent is functioning as an identity marker for male consumers, driving greater interest in variety and personalization. Tomato perfume reflects curiosity around hyper-specific, ingredient-led scents that invite consumers to reimagine familiar smells in a new context. Solid fragrances, meanwhile, point to demand for portable alternatives to spray bottles, where fragrance layering can extend beyond the home. Finally, clean, fresh perfumes reveal how consumers are seeking out fresh, lighter options as a counterpoint to rich, gourmand notes.

Top Fragrance Brands and Their Market Resonance

The popularity of Middle Eastern houses like Arabiyat Prestige, Gulf Orchid, and Assaf highlights a shift toward heritage-led scents defined by richness, high concentration, and long-lasting wear, appealing to consumers seeking opulent and enduring fragrances. YCZ captures the rise of social media-driven accessibility, proving that viral scents and dupes offer more affordable alternatives to traditional designer perfumes, indicating the power of social media in trend dissemination. Narcotica underscores the appeal of the niche Italian market, where the focus is on “addictive,” high-concentration gourmands that blend bold sweetness with luxurious, long-lasting ingredients, tapping into a sophisticated and indulgent market. Riiffs and Assaf, both Arabian fragrance houses, reflect growing consumer demand for accessible fragrances with strong, long-lasting effects and scent profiles that blend Middle Eastern perfumery traditions with modern styles. Pure Instinct and Rahasya signal interest in fragrances that feel more personal and body-driven, where consumers are drawn to scents designed to interact with individual chemistry and enhance perceived personal appeal. Lore reflects demand for more experiential and concept-led fragrances, as consumers increasingly seek scents that go beyond smell to evoke places, moods, and narratives. Meanwhile, Miu Miu highlights the enduring influence of fashion houses within the fragrance category, as consumers continue to seek scents that blend luxury, creativity, and modern self-expression.

Trending Fragrance on TikTok

This week on TikTok, #PrismHair reflects an interest in bold, color-driven hair looks that emphasize a multi-tonal, iridescent finish, indicating a desire for dramatic and eye-catching hair color transformations. #NaturalNailJourney highlights a shift toward nail health and growth, as consumers document and prioritize stronger, natural nails, reflecting a focus on care and maintenance. #KeratinOil points to demand for ingredient-led care for the scalp and beard, focusing on smoothing, repairing, and enhancing shine, indicating a trend towards effective ingredients for hair and facial hair. #BridalMakeupInspo captures both final results and day-to-day content, offering a behind-the-scenes look at the work and routines of bridal artists, showing consumer interest in event-specific beauty preparation. #HairLossJourney extends this same behavior pattern into haircare, where individuals actively seek to understand the causes of hair loss, sharing progress and seeking support and solutions, demonstrating a growing openness about common concerns. Together, these trends show that consumers are balancing aesthetic expression with long-term care and behind-the-scenes visibility across beauty content.

Makeup: February 2025 to January 2026

Subtle, natural-looking makeup continues to be popularized by medium-coverage products such as concealers. The rise of cool-toned blush and cool-toned contour underscore consumers’ increasing focus on shade accuracy, as consumers seek colors that better complement their undertones and achieve a more natural, sculpted look. At the same time, ghost and pre-glued lashes highlight demand for effortless lash enhancement, combining natural-looking results with faster and easier application methods, catering to a desire for convenience and subtle volume. Together, these trends suggest that makeup is evolving toward personalized routines that prioritize subtle enhancement, ease of use, and products tailored to individual features and preferences.

Top Makeup Brands and Their Market Influence

Across makeup brands, the rise of Elroel and Purito highlights the continued influence of K-beauty, with Elroel reflecting growing demand for adaptive complexion products that simplify shade matching, while Purito emphasizes lightweight coverage and minimal formulations to avoid skin sensitivities, appealing to consumers seeking effective yet gentle products. Dermatologist-founded Rodan + Fields further reinforces interest in hybrid complexion products combining cosmetic performance with skincare benefits, tapping into the demand for multi-tasking formulas. Meanwhile, the popularity of Brow Daddy highlights consumers’ focus on expertly defined brows and professional-grade beauty solutions offering precision and long-lasting results, catering to the strong demand for brow perfecting products. KJH.Brand, launched by makeup artist Katie Jane Hughes, underscores the appeal of creative, multi-use makeup that encourages self-expression and flexible application across the eyes, lips, and cheeks, demonstrating the influence of artist-led brands in product development.

Trending Makeup on TikTok

On TikTok, #RushedMakeup shows that consumers are drawn to quick, ready-to-go routines that demonstrate how to look polished fast, reflecting a demand for efficiency in beauty. #NailTechASMR reflects fascination with sensory content, indicating a preference for ASMR-style videos that highlight the satisfying sounds and visuals of beauty processes. #BeforeAndAfterFacelift signals that audiences are intrigued by dramatic visual transformations of cosmetic procedures, showing interest in both surgical and non-surgical aesthetic enhancements. #SisterLockRetightening and #WigLaid highlight a strong interest in professional hair care expertise and the maintenance of intricate, high-effort hairstyles, while also capturing attention to precision and seamless style by showcasing how flawlessly wigs are styled and finished, indicating a focus on expert techniques and maintenance. Together, these trends show that consumers are balancing performance, affordability, and routine-friendly approaches to beauty content.

Skincare: February 2025 to January 2026

Consumers are on the hunt for science-led skincare innovations. Interest in silicone scar sticks reflects demand for targeted solutions that simplify care for specific concerns and support skin recovery and improve the appearance of fine lines and wrinkles. PDRN creams and serums signal growing awareness of regenerative ingredients, as consumers seek formulas associated with skin repair and renewal, tapping into the science of rejuvenation. Exosome serum highlights increasing interest in next-generation, science-backed actives, indicating a forward-looking approach to skincare innovation. High-intensity focused ultrasound (HIFU) underscores the influence of non-invasive, clinic-inspired technologies, as consumers look for lifting and firming benefits beyond topical products, showing a willingness to adopt advanced treatments. Together, these trends indicate that skincare is evolving toward highly targeted, science-driven routines that blend efficacy, innovation, and treatment-level results.

Top Skincare Brands and Their Market Appeal

Among trending skincare brands, Elm Biosciences underscores the rise in science-backed, clinically developed skincare, with a “lab-to-patient” approach supporting long-term skin health and the concept of aging well, appealing to a discerning, informed consumer. Wow Skin Science reflects demand for nature-inspired skincare, offering plant-powered formulations free from harsh chemicals, resonating with the clean beauty movement. Sincerely Yours highlights the rise of dermatologist-developed skincare tailored to younger consumers, with a focus on barrier support and the unique needs of teenage skin, addressing a specific demographic. Isispharma represents the continued strength of dermocosmetic skincare, providing targeted solutions for concerns such as hyperpigmentation, rosacea, and acne through dermatologist-recommended formulations, meeting a clear need for specialized treatments. Sunplay signals growing emphasis on daily sun protection, leveraging advanced Japanese skincare technology to deliver high-performance UV defense, tapping into the crucial trend of daily SPF application.

Trending Skincare on TikTok

On TikTok, #FireHair reflects growing interest in bold, color-driven hair looks that emphasize self-expression and visual impact, indicating a desire for dramatic and eye-catching hair color transformations. #DIYBlush reflects personalization in beauty, with users exploring custom or handmade blush products to tailor color and finish, catering to a desire for bespoke beauty. #MotherOfTheBrideMakeup highlights demand for elegant, age-inclusive makeup inspiration for weddings and other special occasions, demonstrating the influence of life events on beauty choices. #LocDetoxing reflects a demand for deep-cleansing routines that support scalp and hair health, particularly among protective styles, indicating a focus on maintenance and scalp health. #FastHairstyles highlights demand for quick, efficient styling solutions that slot into busy lifestyles while still delivering polished looks, reflecting a preference for efficiency. #HairFoamSignals demand for styling products that enhance texture and hold, indicating a trend toward specialized products for specific hair types and styles. #WigLaid highlights a strong interest in professional hair care expertise and the maintenance of intricate, high-effort hairstyles, while also capturing attention to precision and seamless style by showcasing how flawlessly wigs are styled and finished, demonstrating the importance of professional techniques and maintenance. Together, these trends show that consumers are balancing performance, affordability, and routine-friendly approaches to beauty content.

Fragrance: January 2025 to December 2025

There’s a craving for gourmand fragrances taking place, as rich, edible-inspired scents capture consumer attention. Searches for masculine fragrances suggest that scent is functioning as an identity marker for male consumers, driving greater interest in variety and personalization. Tomato perfume reflects curiosity around hyper-specific, ingredient-led scents that invite consumers to reimagine familiar smells in a new context. Solid fragrances, meanwhile, point to demand for portable alternatives to spray bottles, where fragrance layering can extend beyond the home. Finally, clean, fresh perfumes reveal how consumers are seeking out fresh, lighter options as a counterpoint to rich, gourmand notes.

Top Fragrance Brands and Their Market Resonance

Middle Eastern houses like Arabiyat Prestige, Gulf Orchid, and Assaf are reflecting a growing interest in heritage-led scents defined by richness, high concentration, and long-lasting wear, appealing to consumers seeking opulent and enduring fragrances. YCZ captures the rise of social media-driven accessibility, proving that viral scents and dupes offer more affordable alternatives to traditional designer perfumes, indicating the power of social media in trend dissemination. Narcotica underscores the appeal of the niche Italian market, where the focus is on "addictive," high-concentration gourmands that blend bold sweetness with luxurious, long-lasting ingredients, tapping into a sophisticated and indulgent market. Riiffs and Assaf, both Arabian fragrance houses, reflect growing consumer demand for accessible fragrances with strong, long-lasting effects and scent profiles that blend Middle Eastern perfumery traditions with modern styles. Pure Instinct and Rahasya signal interest in fragrances that feel more personal and body-driven, where consumers are drawn to scents designed to interact with individual chemistry and enhance perceived personal appeal. Lore reflects demand for more experiential and concept-led fragrances, as consumers increasingly seek scents that go beyond smell to evoke places, moods, and narratives. Meanwhile, Miu Miu highlights the enduring influence of fashion houses within the fragrance category, as consumers continue to seek scents that blend luxury, creativity, and modern self-expression.

Trending Fragrance on TikTok

On TikTok, #TrippyNails reflects interest in futuristic nail art that combines punk influences, neon accents, metallic finishes, and bold 3D details, indicating a desire for avant-garde aesthetics. #EasterMakeup reflects a fascination with seasonal, pastel-driven makeup, highlighting how soft color palettes and whimsical details capture attention during spring celebrations. #MakeupCleansingBalm