If you asked us to guess which makeup brands are the most popular in the United States, we'd probably choose something that's super Instagram-friendly, like Glossier or Fenty Beauty. Or, maybe we'd choose something less expensive, yet just as iconic and prevalent, like L'Oréal or Revlon. According to a new study from Australian beauty brand Sand & Sky, we'd be wrong on both accounts.
The brand analyzed Google trends data to discover which makeup brands are the most popular (or, in this case, the most searched) in the U.S. The two that reign supreme definitely took us by surprise. But that's not the end of it. The brand broke the data down even further by sharing the most popular makeup brand according to each specific state. Keep scrolling to see all of the surprising information.
According to the data taken from Google trends, the top overall makeup brands in the United States are Color Story and Physician's Formula. Both are drugstore brands that are affordable and accessible; they're available to purchase at common places like Target and Amazon.
Are you surprised? We sure were. These two affordable brands were followed closely by others like Beauty Bakerie, BH Cosmetics, Black Radiance, Flower Beauty, Makeup Geek, and Wet n' Wild.
Those are the most popular brands overall, meaning those are the two brands that reign supreme when both luxury and drugstore brands are ranked together. However, when you split the data up, and focus on luxury brands specifically, the results change. The most popular luxury makeup brand in the United States, according to this study, is Laura Lee Los Angeles, followed by IT Cosmetics and Tarte. Again, we're surprised to hear that popular luxury makeup brands like NARS or MAC didn't make the cut.
To clarify, this doesn't mean they're any better or any worse than the brands that are listed, it just means that in this particular instance, they didn't rank as highly in data taken from Google trends.
Now let's take a look at which brands are the most popular according to state. Here's where we see some variety in terms of brands and price point. California's most popular beauty brand is ColourPop. There's no surprise there. That brand is accessible and affordable. Plus, it releases new products often, which might help boost its search traffic. Funnily enough, ColourPop has a palette geared towards the Golden State. It's called the California Love Palette, and it includes 12 shades of warm-toned shadow.
In New York, however, the most popular makeup brand is Estée Lauder, which is a brand that has an empire to back it. It is, after all, one of the most recognizable makeup brands of them all. The brand's Double Wear Foundation has quite the cult following (from editors, makeup artists, and beauty buffs alike), thanks to its 24-hour long-wearing formula and radiant matte finish.
From this information alone, we think it's safe to assume that shoppers like to learn about both drugstore and high-end beauty products (just like we do!). People are, after all, Googling both types of brands.