You know what kinds of beauty products you and your friends are interested in, but ever wonder what the rest of the country is searching for? Yeah, us too. Which is why a recent study conducted by Sand and Sky caught our eye (rhyme unintentional). Using Google Trends data, they analyzed which makeup brands were searched for most in every state. They also compiled data from popular retailers such as Target, CVS, Walgreens, Ulta, and Sephora. Curious to know the most popular makeup brands in your state? Check out the full study here, and keep reading for some of the interesting takeaways we found.
Color Story and Physician’s Formula tied for the most popular makeup brand in the U.S. Color Story is known for their playful makeup palettes with pigmented eye shadows as well as some cheek colors and highlighter; all of their products are certified “Clean” by Target and cruelty-free. Physicians Formula is a more widely known brand that dates back to 1937 and is carried at mass retailers. Hypoallergenic, non-comedongenic, and dermatologist- and ophthalmologist-tested, the collection of cosmetics is ideal for sensitive skin. Still, all skin types can use the products, and Physicians Formula is America’s top bronzer brand.
Beauty Bakerie, BH Cosmetics, Black Radiance, FLOWER Beauty, Makeup Geek, and Wet N Wild all tied for the second most popular, showing just how diverse makeup preferences are nationwide.
When it comes to the amount of money consumer are spending on beauty products, the states were split nearly in half between drugstore brands and luxury brands. In 23 states, a luxury brand was most popular; in 27 states, a drugstore brand was, with cosmetics from CVS, Target, and Walgreens all appearing most on the map. On that note, Physician’s Formula was the most searched for drugstore brand, with Color Story and Cover Girl tying for second place. Laura Lee Los Angeles, created by YouTuber Laura Lee, was the most searched for luxury brand, with IT Cosmetics and Tarte tying for second place.
Many influencer lines also made the list, including Jeffree Star Cosmetics (the most popular in Indiana and Wisconsin), Jaclyn Hill Cosmetics (the top search in Wyoming, Iowa, Mississippi), Natasha Denona Makeup (the most popular in Utah), Lawless Beauty (the most popular in Minnesota and MASS), and KKW Beauty (the most popular in North Dakota).
Another interesting fact: 44 of the top 60 brands were vegan and 11 of the top 60 were cruelty-free. This makes sense, considering the increased animal rights awareness we’ve seen in recent years. According to Market Research Future, this sector of the industry is expected to grow at an unmatched compound annual growth rate (CAGR), while Mintel reports a 175 percent increase in the launch of new cruelty-free and vegan cosmetics from July 2013 to June 2018.