The global beauty market is currently seeing the highest increase in the fragrance category, followed by hair care, skincare, and makeup, according to Spate’s popularity index, which measures overall trend health across Google Search and TikTok. Trends driving the most significant increases in popularity include perfume sunscreen and Korean skincare. Fastest-growing trends span beef tallow skincare, Korean face masks, and collagen masks – highlighting the strong global influence of K-Beauty.
Looking ahead, Spate forecasts continued momentum in fragrance, with predicted growth in trends like mini perfumes, long-lasting perfumes, and perfume gift sets. Across all categories, consumer behavior indicates a desire for high-performance, targeted products paired with low-maintenance routines.
Brands aiming to grow globally should consider the demand for functional, effortless, yet polished beauty. While fragrance drives the strongest overall increase, skincare is rapidly gaining traction. Spate’s trend data offers valuable insights into consumer interests and provides brands with direction on how to connect with today’s beauty shopper.
“It’s not surprising to see big trends like perfume continuing to lead the global beauty conversation, but what’s really interesting is the growing spotlight on sunscreen. It shows that consumers are thinking more about protection and long-term care. On the flip side, we’re seeing these unexpected and fast-growing trends like beef tallow skincare gaining traction. That’s where the Spate dashboard becomes so valuable – it empowers brands to catch shifts early and understand where consumer interest is heading before they’ve reached the purchase step,” says Spate’s Senior Insights & Marketing Lead, Addison Cain.
Click here to download the full report.
