Trending: Bye Bye Under Eye Concealer, Madara Cosmetics, Looks Maxxing, Male Beauty and More

It Cosmetics is in our headlines again, with searches on 'It Cosmetics Concealer' up 250%.
It Cosmetics is in our headlines again, with searches on "It Cosmetics Concealer" up 250%.
By yurakrasil

The weekly "Consumer Pulse" report on our socials uncovers growing trends in cosmetic-related searches across the web. Now trending are: Reggie Wells makeup, Makeup Forever #108 Brush, It Cosmetics Bye Bye Under Eye Concealer, Madara Cosmetics, looks maxxing, male beauty, Fable & Mane, Yerbamate eye gel, discoloration serum, #pimplepoppertool, #messyhair and #hairbrightening.

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Reggie Wells Makeup

Searches on "Reggie Wells makeup" are up 3,350% per Google Trends — but for an unfortunate reason. Wells was the makeup artist to icon Oprah Winfrey for some 30 years but sadly, he passed away on January 8.

Makeup Forever #108 Brush

Also per Google Trends, searches for "Makeup Forever #108 Brush" and variations thereof are on rising 1,050%. Apparently, it's currently out of stock and the sale ends at the end of the month. The professional grade, US $26.91 rounded foundation brush with straight fibers is recommended for cream and liquid products.

It Cosmetics Bye Bye Under Eye Concealer

Like last week, It Cosmetics is in our headlines again, with searches on "It Cosmetics Concealer" up 250%. Searches on the brand's "Bye Bye Under Eye Concealer" alone grew 90%, per Google Trends, likely related to a story from this week's Golden Globe Awards. Actress Florence Pugh appeared at the awards, whom Hollywood Life profiled for her "$14 concealer" — yes, It Cosmetics'.

The product is described as "expression proof," resisting the formation of lines; it is also described as humidity-, water- and sweat-proof, providing skin even coverage with a heavily pigmented formula. The product features peptides, antioxidants, collagen, hyaluronic acid and vitamins.

Ingredients: Bye Bye Under Eye  Full Coverage Anti-aging Waterproof Concealer: Paraffinum Liquidum/Mineral Oil/Huile Minerale, Petrolatum, VP/Hexadecene Copolymer, Silica Dimethyl Silylate [Nano]/Silica Dimethyl Silylate, bis-Diglyceryl Polyacyladipate-2, Ozokerite, Phenoxyethanol, Tocopheryl Acetate, Aluminum Hydroxide, Kaolin, Niacinamide, Sodium Hyaluronate, Magnesium Ascorbyl Phosphate, Ascorbyl Palmitate, Hydrolyzed Collagen, Aqua /Water/Eau, Tocopherol, Glycerin, Steareth-20, Chlorhexidine Digluconate, N-Hydroxysuccinimide, Sodium Citrate, Potassium Sorbate, Palmitoyl Tripeptide-1, Chrysin, Palmitoyl Tetrapeptide-7, Citric Acid, Biotin.

Madara Cosmetics

Lastly from Google Trends, "Madara Cosmetics" was up 150% in searches, which might relate to its Instagram post about seven days ago touting the brand's lab team that is "going all out for 2024." A reel featuring a swirling, glittery green liquid in a beaker garnered a strong following. A few days prior, the company posted on "Rebel Retinol," complete with consumer education about retinoids. Based in Latvia, the company was founded on products from "northern plants" and other naturals. The website highlights ingredients including plant stem cells and birch water.

See related: Trending: 8 Makeup Looks for 2024, Kylie Cosmetics, Azelaic Acid Serum and More

Looks 'Maxxing'

(Related: Male Beauty, Fable & Mane, Yerbamate Eye Gel and Discoloration Serum)

Per the source Exploding Topics, "looks maxxing" is on the rise, collecting some 301,000 global searches. According to the source, the term is especially prevalent in the "incel" (involuntarily celibate) male subculture, and refers to men taking drastic measures to improve their appearance (steroids, plastic surgery, fitness measures, etc.). Related to this, searches were up on: "male beauty" by 42%; "Fable & Mane" (the scalp treatment), a whopping 4,200%; "Yerba Mate eye gel," an even more impressive 6,800%; and "discoloration serum, 1,900%.

TikTok Tracking: Pimples, Messy Hair and Hair Brightening

Per Spate's TikTok hashtag tracker, #pimplepoppertool topped the chart this week, amassing a week-over-week boost of more than 556 billion percent. A far second and third place were #messyhair and #hairbrightening, at 94+ billon percent and 88+ billion percent, respectively. #Messyhair seems to be exactly that and tutorials are notably all over YouTube, too. Hair brightening hearkens back to the days of Sun-in but this time, based on naturally derived ingredients such as honey and lemon.

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