These Are the Top-Growing Makeup Brands According To Spate

As K-Beauty continues to boom in popularity, it’s staking its claim in the US. According to Spate’s Popularity Index, two of the top-growing makeup brands on US search are Sacheu Beauty and Fwee.

Sacheu Beauty

Sacheu Beauty has been taking TikTok by storm, racking up 7.7K average monthly searches on Google and 63.6 million average weekly views on TikTok. The brand has grown by +259.6% compared to last year, and across platforms. On search, it’s up by +282.2%, and on TikTok, by +259.2%. At the center of this momentum is Sacheu’s viral lip stain, which peels off to reveal a lasting tint that stays for up to 12 hours. Its success points to a broader consumer interest in low-maintenance, long-wear beauty solutions.

Fans are also gravitating toward the brand’s other semi-permanent offerings like its contour (#contourstayn); blush (#blushstayn); and highlighter (#liquidglowstayn) – signaling growing demand for makeup that simplifies routines. Analysts say innovative formats continue to shape global trends. US brands have an opportunity to borrow from that playbook and reimagine classic products in novel ways.

Fwee

Fwee, a Korean makeup brand, has seen a lot of growth recently, with numbers up over 1,000% compared to last year, and across platforms. On Search, it’s grown by +560.5% year-over-year, and on TikTok, by more than 1,000%. The brand now averages 11.4K monthly searches on Google and 1.6 million weekly views on TikTok. The brand’s viral hit, the Pudding Pot, is what initially grabbed attention; and the proof is in the pudding. Its soft matte finish quickly gained traction in the US, proving once again the global influence of Asian beauty brands.

Fans were especially impressed that it didn’t dry out lips like most matte products tend to; plus, its doubles as a cheek product added to its appeal. Given the current multitasking formula trend, shoppers are exploring the rest of Fwee’s lineup, from cushion foundations to 3D volumizing glosses. Like the success of Labubu drops and Rhode’s viral phone case, Fwee’s Pudding Pot keychain is having a moment — signaling a growing obsession with the tchotchkefication of beauty.