Brandefy Ranks Top 10 Most-Searched Beauty Brands, Products


Consumers may have spent more quality time with skin care regimens since the start of the Covid-19 pandemic. Flashforward three years, as face covering restrictions have loosened, beauty enthusiasts’ chief concern has shifted to cosmetics. 


According to recent research from shopping and beauty research app Brandefy, consumer interest in makeup is outpacing their interest in skin care. This started in 2021 following herd immunity from the Covid-19 virus. That, and viral TikTok videos, which has been the dominating platform driving consumer makeup purchases. According to Meg Pryde, Brandefy CEO, Charlotte Tilbury was the top-searched brand in December 2022. 



Other brands that made the list include Selena Gomez’s Rare Beauty, which this past summer, was ranked No. 2 as a leading celebrity beauty brand behind Kylie Jenner’s Kylie Cosmetics, according to market research by StyleCraze. 


Tarte Cosmetics is also a top-searched brand. This past week, it announced its Glow Around the World Initiative, unveiling its new Maracuja Juicy Foundation in 22 shades in Dubai alongside 33 global influencers. 


Leading in the products category was Vitamin C , foundation and liquid blush/bronzer/highlighter. Late last year, Yves Saint Laurent released its All Hours Luminous Matte Foundation 24H Longwear SPF 30 with hyaluronic acid. This past December, Elf Cosmetics partnered with Megan Trainer to promote the return of its best-selling Halo Glow Liquid Filter with a “glow storm” coming to New York City. The skincare-makeup hybrid contains top trending skin care actives such as squalane and hyaluronic acid, which give skin that coveted dewy complexion. The brand’s so-called “holy grail” product has been viewed more than 47 million times on TikTok.


The 10 top-searched brands compiled by Brandefy were Charlotte Tilbury; Drunk Elephant; Fenty; Makeup by Mario; Tarte; Tatcha; Rare Beauty; Benefit; Nars; and Glossier.


The 10 top-searched products were: Vitamin C; Foundation; Setting spray/powder; Bronzer; Contour; Retinol; Primer; Concealer; Eye Cream; and Liquid blush/bronzer/highlighter.


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