2020 Google Beauty Searches

Dec 9th, 2020

Jeb Gleason-Allured

Stay-at-home beauty routines and hygiene ruled 2020.

Stay-at-home beauty routines and hygiene ruled 2020.

Stay-at-home routines amid the COVID-19 pandemic reshaped people's beauty search habits in 2020. While 2019 was much more makeup-focused, with terms like blush trending, 2020 was all about how-to.

According to Google, "Average daily views of YouTube videos with 'haircut' and 'home' or 'how to' in the title increased by over 220 percent since mid-March..."

Previously: 2020's Most-Googled Fragrances

Below are 2020's top trending beauty “how to’s…” on Google Search:

How to cut men's hair at home
How to plop hair
How to color your hair at home
How to wash your hands
How to style curtain bangs
How to cut women's hair
How to do knotless braids
How to fade hair
How to trim your own hair
How to dermaplane

SymFeel Quat Green®: 100% naturally derived alternative to polyquats

SymFeel Quat Green®: 100% naturally derived alternative to polyquats

SymFeel Quat Green® delivers well-known efficacy of Polyquaternium-7 and Polyquaternium-10 while embracing sustainability.

Models displaying Bubble's lip balms.

Bubble's Tell All Juicy Secret Lip Balm & the Accessorization of Beauty: Founder Shai Eisenman Talks Gen Z, Lifestyle & More

"For our community, this is about more than looking and feeling good; it’s about self-expression."

Seventy-two percent of Gen Z females take a hot bath or shower to alleviate stress, while 66% spend more time on their beauty and personal care routines.

How Beauty x Wellness Can Address Stressed-out Consumers: New Data

With consumers more stressed than ever, shoppers' quest for multifunctional feel-good products beyond supplements is on the rise.

“As we get older, there are biological changes that being to happen to our hair,” says Michelle Chavez, vice president of innovation, Accupac/Cobalt Labs. “The scalp gets dehydrated faster, oil glands slow down sebum production and the skin has trouble holding on to moisture, leading to thinner, flatter skin on the scalp. Simultaneously, the length of the hair growth cycle gets shorter, and the follicle diameter gets smaller, resulting in hair thinning and loss.”

Consumers’ Top Hair Care Concerns Point to Brands’ Next Innovation Opportunities

Emerging claims associated with hormonal shifts, aging, styling stressors and more point to growth ahead for hair health brands.

realistic nail manicure hands on towels products and tools in background

8 Trends in Beauty: 'Hyperreal' BIAB Nails/Orly, Made It Cosmetics, Krishna Makeup for Kids and More

Each week, C&T uncovers emerging trends in searches/hashtags related to cosmetics. Now on our radar: Made It Cosmetics; Radha and Krishna makeup for kids; hyperreal manicures, BIAB and Orly; Cosmetic Connection; Demure Makeup; Mari Maria makeup, ... etc.

Woman getting a scalp massage.

Hair Microneedling, Scalp Spas & the Rise of Scalp Wellness: New Spate Data

Hair microneedling creates minor scalp injuries using a skin roller in the service of encouraging healthier scalp skin and hair, similar to how the technique is used in skin care.

Women shopping in China.

These Are China's 2 Big Beauty Growth Drivers

While the headlines have been negative for giants such as Estee Lauder, Coty and Sephora, two growth channels offer hope for brands seeking success.

Woman shopping for skin care in store.

2024 Beauty M&A is Accelerating & Shifting Upmarket in 2025

"Capstone expects more engagement from public players in the M&A market as firms turn to inorganic volume growth to help buoy share price performance," the firm explains.

Of the results, CEO Fabrizio Freda said, 'In fiscal 2024’s fourth quarter, we achieved our organic sales outlook and exceeded expectations for profitability, closing a difficult year. Organic sales and adjusted EPS returned to growth in the second half.'

The Estée Lauder Companies' Fabrizio Freda Sets Retirement Amid Fiscal 2024 Hit by China 'Softness'

For the full year, fragrance net sales grew 2% in fiscal 2024, while skin care was down 3%, makeup down 1% and hair care down 4% (led by declines in North American salon channels).

brunette leaning over on surface hair draped over her shoulders shiny long

6 Trends in Beauty — Batana Oil for Hair Shine/Repair, Copper Peptide, TXA Serum, Kisy Hair and More

Each week, C&T uncovers trends in searches/hashtags related to cosmetics. This week includes: batana oil for hair shine, growth and repair; copper peptide and TXA serums; "Kisy cosmetics" (in Russian) shampoo and hair balm; Makeup Forever lip liner, etc.

'Gen X is a highly engaged beauty consumer that has grown their spend in beauty at a greater rate than any other generation,' says Circana's Larissa Jensen. 'And in just four short years they will outnumber boomers. The beauty industry needs to start paying closer attention to this cohort.'

Gen X is Beauty's Fastest-growing Spender: Here's How to Engage Them

"Gen X is a highly engaged beauty consumer that has grown their spend in beauty at a greater rate than any other generation."