This report expands on Cosmetics & Toiletries' Consumer Pulse videos on the socials. It highlights the latest emerging trends in consumer searches and hashtags related to cosmetics and personal care. This edition includes: Canadian beauty brands, Baron derm skin care, Dove body wash with water temperature indicator, Aime skin care and micronutrition, tbh Skin Care as a stand-in for Rhode, Wonderskin and peel-off lip stains, manga lashes, tortoise nails, glass nails and ultra-reflective beauty, and more. Following are growth statistics on searches, notes on possible drivers, plus a deep dive into three that caught our interest.
*Google Trends data, accessed Feb. 14, 2025
Log in to view the full article
This report expands on Cosmetics & Toiletries' Consumer Pulse videos on the socials. It highlights the latest emerging trends in consumer searches and hashtags related to cosmetics and personal care. This edition includes: Canadian beauty brands, Baron derm skin care, Dove body wash with water temperature indicator, Aime skin care and micronutrition, tbh Skin Care as a stand-in for Rhode, Wonderskin and peel-off lip stains, manga lashes, tortoise nails, glass nails and ultra-reflective beauty, and more. Following are growth statistics on searches, notes on possible drivers, plus a deep dive into three that caught our interest.
Top Emerging Beauty Searches
- Canadian skin care brands +600%* - Elle Canada featured a story this week on "Canadian Brands to Add to Your Cosmetics Case." Specifically named were: 19/99, Cheekbone Beauty, MAC Cosmetics, Bloom, Elate, Nudestix and Vasanti. Another recent headline in the Vancouver Sun highlighted pharma skin care brand Vivier and its quest to stand out on the Canadian market.
- Baron skin care +350%* (searched in Japanese, per Google Translate) - While no major headline citing Baron skin care came up in our searches, a Feb. 3, 2025, blog post from dermatologist Jennifer Baron, M.D., who offers her namesake skin care line, describes "5 Tips to Protect Skin After Microneedling." This is interesting because it connects with the trend we've seen recently in our industry for topical care to aid skin healing after more invasive beauty treatments.
- Dove skin care +250%* - In other news hot off the Canadian newswire, Dove Canada debuted its Deep Moisture Body Wash smart label, designed to detect and indicate when water is too hot for skin. According to the brand, the idea is to promote healthier showering habits among consumers, to avoid stripping away skin's moisture. As the company explained, "when exposed to running water above 41°C, the Dove Shower Sensor Technology activates, displaying a 'VERY HOT' warning on the bottle to encourage a more skin-friendly shower temperature."
- Aime Skincare +150%* - see below
- tbh Skincare +120%* - TikTok is reportedly buzzing over an Aussie skin care dupe for Hailey Bieber's Rhode skin care; especially as beauty enthusiasts await Rhode's arrival Down Under. Tbh Skincare, and in particular, its Rebound Skin Milk, is flaunted as a stand-in for Rhode's "cult-famous Glazing Milk," Pedestrian reported a few weeks ago.
- Wonderskin +1,329% (past two years, Exploding Topics) - see below
- Manga Lashes +7,900% (past five years, Exploding Topics) - Per Exploding Topics, manga lashes are surging in interest. These false exaggerated lashes are likened to that seen in Japanese manga and anime characters. They are reportedly designed to give a bold, spiky and voluminous look, mimicking the expressive eyes of anime characters.
- Tortoise nails +314% (y/o/y, Spate) - Tortoise nails are trending and they are exactly what you might envision; although according to Spate, consumers aren’t limiting themselves to traditional shades. Recorded searches range from blonde to pink tortoise nails, as well as green.
- Glass nails +290% (y/o/y, Spate) - see below
*Google Trends data, accessed Feb. 14, 2025
Aime Skincare: Micronutrition Meets Dermocosmetics
Google Trends reports searches in Aime Skincare have risen by 150% in the past month. While no stand-out headlines seem to be driving this growth, the brand’s emphasis on nutricosmetics distinguish it in the competitive skin care space. Aime's product line integrates probiotics and micronutrition, offering solutions to address common skin concerns, e.g., acne, rosacea, dehydration, eczema and even psoriasis, from the inside out.
According to the company, its philosophy is simple yet profound: skin health begins with internal balance. By combining dermo-cosmetic products with micronutritional support, Aime provides multifaceted solutions to treat skin concerns at their root, rather than focusing solely on surface-level symptoms.
Among the brand's best sellers are:
- Redness and Sensitivity Supplement, designed for sensitive skin, addressing rosacea, eczema, psoriasis and other imbalances;
- Acne Supplement - Pure Glow, to target imperfections and promote clear skin by "purifying and balancing internal factors;" and
- Skincare Powder Foundation SPF, combining skin care benefits with cosmetics.
Highlighted aspects of the Skincare Powder Foundation SPF include:
- Instantly blurring imperfections, providing a luminous finish and protecting with SPF 30 (SPF 15 for darker shades);
- Alpha bisabolol for calming properties to reduce redness;
- Hyaluronic acid to moisturize and retain hydration throughout the day;
- Titanium dioxide, a mineral sunscreen ideal for sensitive skin; and
- Prebiotics to strengthen the skin barrier and support natural defenses.
The product is also said to provide ongoing benefits, strengthening the skin barrier over time, while keeping the skin supple and hydrated.
Ingredients: Skincare Powder Foundation SPF (light shade): Mica, Zinc Stearate, Titanium Dioxide, Lauroyl Lysine, Silica, Boron Nitride, Coco-caprylate/Caprate, Kaolin, Octyldodecyl Stearoyl Stearate, Octyldodecyl PCA, Cetyl Alcohol, Tocopheryl Acetate, Glyceryl Caprylate, Pentylene Glycol, Tin Oxide, Squalane, Bisabolol, Magnolia Officinalis Bark Extract, Ricinus Communis Seed Oil, Hydrolyzed Sodium Hyaluronate, Ricinus Communis (Castor) Seed Oil, Alpha-glucan Oligosaccharide, Sodium Hyaluronate, Hydrogenated Castor Oil, Zingiber Officinale Root Extract (Ginger Root Extract); +/- May Contain: CI 77891 (Titanium Dioxide), CI 19140 (Yellow 5 Lake), CI 77491 (Iron Oxides), CI 77492 (Iron Oxides) and CI 77499 (Iron Oxides).
Wonderskin and Peel-off Lip Stains
Searches on Wonderskin have increased ~1,329% over the past two years, per Exploding Topics. This brand has gained attention for its long-wear makeup solutions as well as answers to common concerns like dark circles, fine lines and puffiness — based on a high-tech, clean beauty approach. Its target audience reportedly includes "beauty enthusiasts seeking science-backed products and reliable, lasting results in both makeup and skin care."
Wonderskin is perhaps best known for its Peel & Reveal Lip Stain Masque, a three-step lip color application process claimed to last 10+ hours. Users start by applying the stain in several coats, which appears as a bold indigo blue, followed by an activator spray to set the pigment. They then peel off the tint to reveal a vibrant, long-lasting lip color.
The product has resonated strongly with consumers. According to Exploding Topics, it's Amazon’s top-selling lip stain, generating an estimated $1.9 million in monthly revenue. It's also prompted 8,000+ #wonderskinlipstain posts on TikTok.
Wonderskin’s success aligns with the growing peel-off lip stains meta trend, which has seen related searches increase nearly 5x within the past year, Exploding Topics reports. Beyond lip stains, peel-off lip liners are also emerging, showing a 9,800% search increase in just two years. Brands like Sacheu, with search volumes up 279% in the past year, are gaining traction, per Exploding Topics.
Glass Nails and Ultra-reflective Beauty
Finally, Spate reports that glass nails have taken center stage as the next iteration of last summer's chrome nail trend. This style, renowned for its illusionary glass effect, is typically achieved with gel polish. Over the past year, interest in glass nails has skyrocketed ~290.8% across platforms, according to Spate, with TikTok driving the trend; interest in glass nails on this platform has expanded +700.9% y/o/y, while Google Search has recorded a smaller 4.4% increase.
Consumers are said to be exploring interpretations as well, including searches for "stained glass nails." The trend even extends beyond nails — Spate reports growth in related high-shine beauty trends like glass hair (+70.1%) and the glass skin look (+112.4%), proving the widespread appeal of reflective aesthetics across beauty categories. The source highlights how brands can highlight their products by sharing tutorials, such as nail polishes, tools or gel kits, and tap into the growing demand for glossy, ultra-reflective beauty.
