How to spot trending cosmetics products with beauty search data


How to spot trending cosmetics products with beauty search data

  • Want to know what’s coming next in beauty? Consumers will tell you with their search history.
  • In this article, we’ll explore how brands can leverage search data to identify trending cosmetics products, optimize marketing efforts, tie searches to sales, and share consumers’ top searches for the last three months.

E-commerce is increasingly important for the beauty industry. In 2023, 40% of dollar sales came from online channels.

Before they make their online purchases, most consumers search retailer websites, and 90% of those searches are unbranded. For beauty players, it’s important to understand that consumers are more focused on product types (“mousse” and “strip”) and need states (“free-from” or “tone correcting”) than specific brands.

By measuring search data, brands can see what is top of mind for consumers, whether it be ingredients, product forms, claims, or packaging types, then validate the findings with sales data. For example, in May, the term “pineapple ingredients” increased +247% in skin care searches. In the latest 12 weeks, sales of skin care containing pineapple increased +35.0% and the number of skin care items with pineapple ingredients grew +11.5%

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NielsenIQ can provide this level of insight through our Trending Attributes tool.

Trending attributes measures product attribute-based search performance to provide insight into top ranking, fastest growing and seasonally relevant search insights. For more information, please contact a NIQ representative.

Download top trending search terms within beauty