Our weekly Consumer Pulse video on socials uncovers cosmetic-related searches growing in interest across the web. Now trending are: Thrive Causemetics, Seint, astral projection (yes, really), Make Up For Ever, biotin spray, Botox serum, semi-permanent nail polish and TikTok's hair filter.
See related: Trending: No-makeup Look, Bys, Nuki, Plump Primer, #DirtyLashes and More
Thrive Causemetics
Searches for "Thrive Causemetics Company" are up "significantly" this week, per Google Trends. The company's liquid lash extensions received press from SK Lifestyle not only for its effects, but for the company's model to give back to greater causes — ranging from cancer research and the LGBTQ+ community, to under-served youth and more. This is especially timely now, considering the gift-giving season is in full swing.
The company is currently highlighting this lash extension product in combination with its lash growth mascara for volumizing and lengthening effects. The products feature hydrating ingredients, peptides and an orchid stem cell complex to give lashes a healthier appearance. They are also easy to remove, per the company.
Ingredients (Liquid Lash Extensions Mascara in Brynn, Rich Black): Aqua/Water/Eau, Acrylates/Ethylhexyl Acrylate Copolymer, Alcohol Denat., Glyceryl Stearate SE, Glycerin, Dimethicone, VP/Eicosene Copolymer, Cera Carnauba/Copernicia Cerifera (Carnauba) Wax/Cire De Carnauba, Stearic Acid, Butyrospermum Parkii (Shea) Butter, Ricinus Communis (Castor) Seed Oil, Tromethamine, Palmitic Acid, Phenoxyethanol, Laureth-21, PVP, Xanthan Gum, Sodium Dehydroacetate, Methylglucamine, Ethylhexylglycerin, Trisodium Ethylenediamine Disuccinate, Panthenol, Neofinetia Falcata (Orchid) Callus Culture Extract, Sodium Hyaluronate, Lecithin, Iron Oxides (CI 77499).
Seint
"Seint" takes our #2 slot this week for a 2,800% rise in searches, per Google Trends. The brand was highlighted in a story by New Straits Times two days ago, featuring founder Cara Brook explaining the "demi method" of makeup application to impart a naturally radiant look. The technique is essentially based on the color wheel, using opposite colors to neutralize imperfections, resulting in an "undetectable makeup" look. Brook describes using small brushes and gradual, sparingly small product application amounts, a little at a time. The brand's website currently features a "coming soon" eyeshadow for buildable coverage; the brand also gives charitable contributions.
Astral and Cosmetic Projection
"Astral projection" (yes, really) was up in searches some 1,050%, per Google Trends. How (or if) this relates to cosmetics is not clear but Google Trends reported it as a "related topic." It did remind us of a presentation given during the IFSCC 2023 Congress in Barcelona. There, Tsurumi Nao, of Kose Corp., described the synchronized projection of makeup onto skin as the next-gen augmented reality: mixed reality.
Make Up For Ever
"Make Up For Ever" was up 150% in searches this week, too, possibly due to its being highlighted in The Cut as one of the "best foundations for oily skin." The brand's Mat Velvet + Matifying Foundation was tested by the editors and reported to blend smoothly, with a light feeling and full coverage, whose velvety effect was good for oily skin, along with its good consistency and texture. The brand's site describes it as a "breathable" foundation that provides 24-hr wear.
Ingredients (Matte Velvet Skin Liquid Full Coverage Foundation): Aqua (Water), Cyclopentasiloxane, Corn Starch Modified, Bis-PEG/PPG-14/14 Dimethicone, Neopentyl Glycol Diethylhexanoate, Glycerin, Disteardimonium Hectorite, Dimethicone, Methylpropanediol, Silica Dimethyl Silylate, Cellulose, Synthetic Fluorphlogopite, Magnesium Sulfate, Sodium Chloride, Xanthan Gum, Glyceryl Caprylate, Sodium Myristoyl Glutamate, Phenoxyethanol, Propylene Carbonate, Parfum (Fragrance), Dimethicone Crosspolymer, Chlorphenesin, Pentylene Glycol, Aluminum Hydroxide, Solum Diatomeae (Diatomaceous Earth), Isododecane, Butylene Glycol, Trimethylsiloxysilicate/Dimethiconol Crosspolymer, Benzyl Salicylate, Tocopherol, Benzyl Benzoate, Limonene, Sanguisorba Officinalis Root Extract, Cinnamomum Cassia Bark Extract, Zingiber Officinale (Ginger) Root Extract; May Contain (+/- ): CI 19140 (Yellow 5, Yellow 5 Lake), CI 42090 (Blue 1 Lake), • CI 77007 (Ultramarines), CI 77163 (Bismuth Oxychloride), CI 77491, CI 77492, CI 77499 (Iron Oxides), CI 77891 (Titanium Dioxide); 12680/A.
Biotin Spray
Exploding Topics reports "biotin spray" has surged in interest, likely due to its vitamin content — not for skin, but for scalp care and hair growth and strength. More than 571,000 views for "biotin spray" on TikTok were tracked.Biotin spray is part of the #hairtok meta trend, garnering over 97 billion views.
Botox Serum
Another topic gaining interest is "Botox serum," per Exploding Topics; although such products are highlighted not for actual Botox, rather their Argireline content (from Lubrizol/Lipotec). As previously reported, this all-in-one peptide targets expression wrinkles with activity toward post-expression relaxation and other anti-aging effects. Videos featuring "Botox serum" have more than 97 million views on TikTok. Interest in this product has been attributed to The Ordinary, as searches on "The Ordinary Botox serum" are up 300% in the past two years.
Semi-permanent Nail Polish and TikTok's Hair Filter
Finally, according to Spate's hashtag tracker, #semipermanentnailpolish has skyrocketed, week over week, a whopping 11,198,201,300%. A quick search on this term retrieved mainly a gel polish, applied in layers and cured with UV to resist chipping. It appears to be your basic professional manicure.
In addition, #hairfilter spiked 8,736,221,000%, week over week. This seems related to TikTok's hair color effect filter that scans your features and provides "suitable" hair color recommendations. Some 1.6 million videos have reportedly been created using it.
