12.11.23
Google has revealed its top trending searches of the year—and several beauty-related trends made the cut in 2023. These "top trending in search" lists give beauty marketers valuable data into consumers' interests.
How are the results compiled? The “trending” queries are not necessarily the top seaches in each category—they are the searches that had a high spike in traffic over a sustained period in 2023 as compared to 2022.
How do this year's lists compare with past top trends? Addison Rae's lip gloss, Hailey Bieber's nails, and 'passport makeup' were a few of the top trending searches in Google's Year in Search 2022.
And in 2021, we saw Billie Eilish's trendy wolf cut rank at #1—and the word "niacinamide" went viral in Google's Year in Search 2021.
Here are this year's rankings.
Google's Top Trending Makeup Searches of '23
1. Latte Makeup
Browns and nude hues are the makeup colors representing the "latte" look—and Sephora makes finding on-trend products easier with its "Latte Makeup" category.2. Strawberry Makeup
Pinks, just like it sounds—and this was another one of Hailey Bieber's viral looks this year, Elle reports. (Shown above via IG @danielllestrada)3. Uncanny Valley Makeup
This is 'creepiest beauty trend' on TikTok, Dazed Beauty says.4. Concealer Lips
Using concealer on the lips for a nude look is a Y2K trend Sofia Richie brought back, InStyle says.5. Mocha Makeup
This look is the same as it sounds, with cocoa-colored hues—& Sephora also has this as a shopping category.6. Lip Gloss Nails
Ultra-shiny nail lacquer in sheer pinks and nudes, like the Essie photo shown above.7. Douyin Makeup
A popular Chinese makeup style featuring shimmery eyeshadow, pigmented pink blush, and blurred lips—& named after the Chinese version of TikTok, Teen Vogue reports.8. Dark Lip Liner
This 90s trend returned at the end of '22, and stayed. Dark lip liner, typically brown, is paired with a lighter lipgloss color for contrast—Vogue explains.9. Pink Concealer
Adding pink blush to concealer for brighter-looking eyes was last year's trend—and now TikTok beauty addicts have discovered that Maybelline makes it easy to get the look with its Instant Age Rewind Eraser in the shade 160, no mixing required. (Shown above, top row, second-from-left.)10. Cold Girl Makeup
Pink cheeks, highlighted eyelids, and a matte blurred face for a frosty "I'm at the ski slopes" look. Examples on TikTok include Samantha Harvey and Nidal (Nidal is shown above—top row, far left).Read on for more exclusive insights—including beauty-related trends, and more.
More Top Trending Google Searches of '23
Nails
- Barbie Nails—like OPI's Barbie Nail Collection.
- Blueberry Milk Nails
- Glazed Donut Nails
- Pink Chrome Nails
- White Chrome nails
- Vanilla Chrome Nails
- Lip Gloss Nails—this made it on the makeup trends list too.
- White French Tip Nails
- Spiderman Nails
- Cherry Mocha Nails
Aesthetic
- Clean Girl — a beauty, fashion, and lifestyle trend based on a look that's "elegantly casual but also minimalist and effortless," according to Slang by Dictionary.
- Vanilla Girl
- Cottage Core
- Downtown Girl
- Tomato Girl
- Coastal Cowgirl
- Whimsigothic
- Barbie—take a look at The Barbie Effect on Beauty.
- Whimsigoth
- Wes Anderson
Lazy Girl…
- Lazy Girl Jobs
- Lazy Girl Workout
- Lazy Girl Yoga
- Lazy Girl Meals
- Lazy Girl Lunch
- Lazy Girl Diet
- Lazy Girl Peach Cobbler Recipe
- Lazy Girl Ab Workout
- Lazy Girl Haircuts
- Lazy Girl Wall Pilates
Trends
- Roman Empire Trend
- Moon Phase Trend
- AI Yearbook Trend
- Instagram Notes Number Trend
- Fruit Roll-Ups Trend
- Grimace Shake Trend
- Girl Dinner Trend
- Red Boots Trend
- Dupe Trend—have you seen Olaplex's play on it with 'Oladupe'?
- NPC Trend
Slang
- Rizz—Dr. Squatch created Rizz Rinse as an April Fool's Day prank.
- Gyatt
- It's giving
- Cringe
- No printer
- Stan
- Mid
- Slay
- Drip
- Cap
Theory
- Invisible String Theory
- Hair Theory—what your hairstyle reveals about your personality, Glamour UK explains.
- Olive Theory
- Red Nail Theory
- Boyfriend Air Theory
- Dream theory
- Orange Peel Theory
- April Theory
- Burnt Toast Theory
- Let Them Theory
Google Celebrates 25 Years with the 'Most Searched Trends of All Time'
On September 27, Google turned 25 years old. To mark the milestone, the search engine released its top search data of all time across several categories. Beyonce, Taylor Swift, and Barbie are a few of the top searches that topped the lists.Google stated, "We love dreaming up new ways that technology can be helpful to you every day, and are endlessly inspired by what you’ve used it to achieve. We’re also humbled by the opportunities ahead, and the potential for AI to help us continue to deliver on our mission and improve the lives of even more people around the world...We’re excited to build the future alongside you."
Google CEO Sundar Pichai said, "Our search for answers will drive extraordinary technology progress over the next 25 years."
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