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What are you searching for?
Peel-off lip stains and cushion foundation are gaining traction in Google searches, presenting an opportunity for brands, according to Spate.
October 27, 2024
By: Lianna Albrizio
Associate Editor
If there’s two things that irk beauty enthusiasts the most, it’s having to reapply their lipstick around the clock and finding a foundation that best matches their unique skin tone.
According to beauty trend tracker Spate, peel-off lip stains and cushion foundations are the fastest-growing makeup products on Google search in the US.
Analysts say peel-off lip stains are experiencing an average of 13.2K monthly searches, with a +218.2% growth compared to last year on search. The product is suited for TikTok, attracting 1.7 million average weekly views due to its visually satisfying application. While this format can be applied to the entire lips, consumers are using this product as a liner to define their lips, as seen with the hashtag #peelofflipliner, garnering 489.3K average weekly views.
The appeal lies in its long-lasting results; the hashtag #longlastingmakeup has 306.9K average weekly views, indicating that consumers prefer products that don’t require constant reapplication. Notably, there are currently no top-branded search queries for peel-off lip stains, presenting a large opportunity for heritage brands or new entrants to make their mark (or stain) in this growing category.
Cushion foundation is currently seeing an average of 32.1K monthly searches on Google, reflecting a +127.9% growth compared to last year. Tirtir cushion foundation leads the searches, but other brands like Dior, Clio and YSL are also gaining traction. On TikTok, cushion foundation is trending with a +293.1% year-over-year (YoY) growth, amassing 7.8 million average weekly views. The most popular related branded hashtag is #tirtir, with 1.6 million average weekly views.
In a top-viewed TikTok video this week (TikTok sentiment score of 9), creator Kellystrackofficial showcased the differences among Tirtir’s three cushion foundations, highlighting various shades and generating buzz in the comments. Other brands could benefit from a similar approach by gifting their products to influencers and sponsoring videos that showcase their offerings. Tirtir, a Korean brand, underscores American consumers’ rising interest in K-beauty when it comes to cosmetics.
As a response to its growing popularity in the US, Tirtir has been releasing more shades in an inclusivity effort, but expectations for darker shades are still waiting to be met. Spate encourages new entrants to prioritize offering a diverse range of shades to be as inclusive as possible.
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