Skincare Trends Decoded: What's Popular According to US Google Search & TikTok

TrendsTrends Agency

As trends evolve across different platforms—each with its own trajectory—Spate has introduced the Popularity Index (Pop Index) to provide a more comprehensive view. This unique metric integrates data from Google Search and TikTok, offering a clearer understanding of trend performance. The Pop Index measures a trend’s presence within its category, such as the share of popularity of face serums within the beauty landscape. By adjusting for platforms’ specific growth, this index delivers a more precise reflection of trends and their true reach across both Google and TikTok.

Spate’s latest skincare report leverages insights from the Pop Index to examine how trends unfold across these two major platforms. It highlights the convergence of trends over time and determines which platform drives the conversation.

K-beauty continues to stand out, with Korean brands gaining momentum on TikTok. Key skincare concerns like dry skin and acne remain significant, while interest in issues like marionette lines is rising. Understanding where discussions are happening enables brands to maximize visibility on dominant platforms while identifying emerging opportunities on less saturated ones.

Currently, face products, skin concerns, and sun care & tanning are the most prominent categories. Korean skincare brands such as Numbuzin, Anua, and Medicube are gaining traction, particularly on TikTok, where enthusiasm for Korean beauty is growing. Collagen masks, praised for their ability to deliver a radiant complexion after overnight use, are also on the rise, with TikTok serving as a key driver of their popularity. Meanwhile, the demand for products targeting acne and dry skin remains strong.

Hydration-focused solutions, including overnight masks and beef tallow-based products, are gaining attention as consumers seek visible results by morning. Additionally, the growing focus on facial contouring concerns, like marionette lines, presents new opportunities for both skincare and aesthetic brands to develop targeted products or treatments for prevention and care.

For a deeper dive into consumer search behaviors and platform engagement, explore the full report to uncover key insights on how trends gain traction across Google Search and TikTok.

Spate analyzes over 20 billion search signals and 700 billion TikTok views to identify the next big trend in beauty. Through search, consumers reveal their most secret selves, offering a clear and honest picture of consumer interests to brands. Over 100 of the top beauty brands, such as L’Oreal, Estée Lauder, and Olaplex, leverage Spate data for product development and marketing. Contact Spate today to learn more.