The Fastest-Growing Makeup Brands, According to Google Search Data

For many people, makeup is more than just another cosmetic item. With a range of colors, formulas and finishes, it’s a way to be creative, whether you’re a skilled artist or not. That’s also the beauty of TikTok. The platform is a hub for makeup lovers to explore new products and aesthetics. It’s also become the place for brands to stand out. Consumers are consistently searching for the next big thing, whether it’s a new product or a storied one making a viral comeback. Recently, Spate released its report detailing the top makeup brands increasing in popularity on Google year-over-year. The report features a mix of trendsetters and legacy brands that have continued to be successful despite the odds.

Drmtlgy

Of the brands on this list, Drmtlgy may be the lesser-known, but its growth in popularity speaks volumes. According to Spate’s report, Drmtlgy leads the pack with an 8.8K increase in popularity year-over-year in Google searches. On TikTok, the brand is one of the most searched for in regards to under-eye products, with its corrector going viral. The Luminous Eye Corrector ($44) is easily the most popular, thanks to before-and-after videos on the platform. The corrector comes in four varying shades and claims to cover dark circles, smooth lines and provide UV protection to the under-eye area.

Tower 28 beauty

Tower 28 comes in a close second with an 8.5K year-over-year increase. The brand has never failed to deliver when it comes to makeup that’s skin-friendly and trendy. From the brand’s beloved concealer to its mascara and lip glosses, each launch has become iconic in its own right. However, this summer, Tower 28’s popularity reached a new level thanks to a new blush and the resurgence of their OG hypochlorous acid spray. It’s hard to nail down which category has pushed it over the edge, but it’s clear that interest continues to grow with each new launch.

Rhode Skin

It’s hardly a surprise that Rhode is among the top three face makeup brands to increase in searches year-over-year. Hailey Bieber‘s brand has held its own among skin-care and makeup brands twice its age, gaining a loyal community of fans and followers. One reason the brand stands out is its commitment to quality and efficacious products, which are just as strong as its branding. Spate’s latest report shows a 7.5K surge in Google searches this year. Beyond that, data from previous reports showed that Rhode’s Pocket Blush ($25) dominated the category, becoming the most popular blush on the market.

TLM

You may not know TLM by name, but there’s a good chance you’ve seen their color-changing foundation before. The product, which starts out as an opaque white color, transitions to match your complexion as you work it into your skin. The effect is ideal for social marketing, which has skyrocketed its popularity among consumers. With countless reviews and videos across TikTok, YouTube and Instagram, it’s no wonder TLM has grown 5.9K in searches within the last year.

TheBalm

TheBalm isn’t a new brand, but it has been in the spotlight recently. The cheeky packaging is eye-catching, but what fans love most is the quality of the makeup products. From cheek and lip tints to bronzers and blushes, the products are known for their pigmented and long-lasting formulations.

Kopari

There’s a good chance you’ve seen Kopari’s SPF products on your feed during the summer. From the Sunglaze line, which includes a setting spray and body mist, to the gold-toned body gels, it was hard to ignore the boom this brand experienced. According to Spate, interest in the brand as a whole grew 1,000 percent shifting the total volume of searches more than 4K this year.

Huda Beauty

Huda Beauty has never shied away from being a full-glam brand. They’ve delivered one high coverage and trendy item after the next, and have remained a staple brand for beauty creators. With frequent launches that work for professional and creative uses, it continues to be popular on social media platforms.

Danessa Myricks Beauty

Artist-founded brands, like Danessa Myricks’ makeup line, are making waves in the beauty industry. The brand has found success on social media, leveraging the creator community to showcase its highly pigmented formulas and skin-loving complexion products. Given that, it’s no surprise that the brand has maintained a steady number of views and searches from both TikTok and Google. Spate’s data shows that interest in Danessa Myricks Beauty isn’t just thriving, it’s growing, increasing by 3.7K searches year-over-year.

MERIT Beauty

When it comes to cult-followings, few brands move the needle like MERIT Beauty. In the years since its debut, the brand has become a leader in clean and effortless makeup. Much of its success can be attributed to partnerships with influencers, celebrities and editors. Though the brand is last on the list, it’s clear that consumers are still invested. According to the data, the brand has seen a 3.5K increase in search growth year-over-year.