Here are the most searched skincare brands on Google

Like every end of year, it is time to take stock. Also when it comes to beauty. After discovering which beauty brands are the most influential online, a new report by Spate, a company that analyses consumer trends, reveals the beauty brands that have recorded the greatest increase in monthly search volume on Google. Looking at the ranking, which focuses on US skincare habits, it emerges that dictating hype, searches and, consequently, purchases is TikTok. When creators fall in love with a product, it is almost certain that it will become part of our beauty routine. This is how Supergoop!, a brand specialising in SPF, reached the top spot with an increase in searches of +89.1K, achieved largely thanks to the Unseen Sunscreen. The people on the Chinese platform went crazy for this sunscreen because of its make-up primer-like consistency, causing the hashtag #supergoop to soar. A similar fate for the second brand in the top 10. The #LaRochePosay hashtag can boast over 2 billion views and +81.2K Google searches, thanks to the popularity of the Cicaplast Balm B5 and Effaclar line, best sellers that influencers and dermatologists have praised to the point of calling it a real godsend for acne and acne scars. 

TikTok speaks, we (or at least the US public) listen. A video of Australian influencer Anna Paul applying Laneige's moisturizing lip mask (+57.7K) instead of lip gloss was enough to earn her and the brand millions of likes. Talk about the power of a hack. Positive reviews of Bronzing Drops propelled Drunk Elephant up to the fourth place with +55.3K; while EltaMD's tinted sunscreen owes its sixth place (+49.1K) to a video of Hailey Bieber who included it in her daily skincare routine. Other interesting chart names to note include Goop (+32.6K) and Estée Lauder (+27.3K). Gwyneth Paltrow's brand, amidst vagina-scented candles and jade eggs, continues to be disruptive on a social level, building a solid base of engagement that keeps it relevant even among the very demanding Gen Z. Estée Lauder, on the other hand, has made headlines this year for acquiring Tom Ford, and it is conceivable that this new strategic move will increase searches for the beauty giant even further during 2023, assuming it succeeds in winning over TikTok's creators with its products. Yes, because as this latest top 10 teaches us, even in the field of skincare it is the Chinese social network that tells us what works and what doesn't. How influenced are you by the comments and videos you see on TikTok?