We pinpoint growing skincare trends by analyzing the market, chatting with dermatologists and buyers, and picking up sound bites from conversations with our fellow editors and friends. In doing so, we've learned about derma-rolling (thanks, Victoria!), cryofacials, and the latest and greatest products that do everything from erasing wrinkles to clearing acne. And, unsurprisingly, Google is equally as tuned in as we are, as evidenced by their latest Beauty Trends 2017 report.
In it, they've compiled the most-searched beauty queries from September 2014 through September 2016 and removed any seasonal effect to gather trend patterns. After filtering the information, they were able to identify the sustained risers (searches that have seen steady growth over the past few years), seasonal risers (queries that fluctuate throughout the years), and rising stars (sudden growth within the past few months). They also identified the sustained decliners, seasonal decliners, and falling stars. Learn more below.
It's interesting to see Epsom salt baths steadily increase throughout the two-year time frame considering boxes of the salt have sat on the bottom of pharmacy shelves for ages. But they've gained major traction as of late thanks to the discovery that salt baths help you lose water weight virtually overnight and that magnesium helps to relax both sore muscles and your mind. The rise in Korean skincare is another obvious no-brainer given its full-on U.S. invasion and obsession—same goes for skin-clearing masks like turmeric and clay masks.
Another growing skincare search not overtly highlighted here is vegan skincare, which has seen an 83% search increase year over year. Compared to France, which we often associate with natural beauty, the U.S. is 13 times more likely to search vegan products. Intéressant.
As for everything else? Bath bombs and the viral videos that accompany them are obviously a popular concept, as well as face brushes and natural ingredients like castor oil and aloe.
In the past two years, homemade, DIY methods have seen a decrease in searches (save for DIY masks—those are still earning popularity). Perhaps this is because there are a bevy of Pinterest hacks and recipes on the web that will actually damage your skin—but also, this could be because there are several affordable natural skincare options that make having to DIY your own concoctions null.
In that same vein, baking soda under the eyes (a poor hack to remove dark circles), skin bleaching, scrubs, and body wraps (particularly of the coconut-oil iteration, which can be quite comedogenic) are seeing a sharp decline.
To verify these searches, we spoke with three beauty business moguls who constantly have their fingers on the pulse of skincare trends: Jill Freeman, beauty buyer and business manager of Shen Beauty, Rita Sayegh, retail director at Mills Pharmacy and Apothecary, and Lydia Harter, marketing manager of Credo Beauty. Their verdict? These trends definitely reflect what they've been seeing in their respective stores.
"I would have to agree with the majority of these findings, especially the rise in masks and bath products," says Sayegh. "We are witnessing a high demand for the sheet and peel-off mask varieties, especially in the Korean beauty categories. And we've noticed a recent spike in popularity of natural bath products like Epsom, mud, and clays."
Freeman especially resonates with the surge in natural ingredient popularity: "At Shen, people are definitely keen to charcoal as an ingredient—they know enough about it to be curious. Snail mucin and chlorophyll (algae) in their skincare is definitely buzz-worthy too. For us personally, the top products are anything edible beauty, and a starting seller for us is Beauty Chef Collagen, a liquid vitamin that is packed with collagen support, and pro and prebiotics."
Harter echoes Freeman's sentiments, recognizing that natural, plant-based ingredients are certainly on the rise: "We've seen a trend in turmeric and aloe vera at Credo. Turmeric, because of its amazing antiseptic, antibacterial, anti-inflammatory qualities, is great for all skin types from young acne skin to more mature skin. We recommend Juara Clove Flower & Turmeric Anti-Aging Serum ($65). We also have a lot of clients asking for aloe vera because it's great for sensitive skin and has soothing and healing properties, a natural remedy for sunburn, and it's a natural antioxidant. We recommend trying Graydon Aloe Milk Cleanser ($25) or Susanne Kaufmann Nutrient Concentrate ($149)."
What do you think of these statistics? Do they match your skincare preferences? Please tell us below!