Google It!

With each year, the beauty business gets bigger and bigger — and as a result, more and more exciting! In 2017, the market value for beauty and personal care reached around 14.6 billion euros. In 2018 the expected market value will be over 15 billion euros.

As a self-professed ‘Google Queen’, I am ALWAYS Googling the answers to my questions and wanted to check out what Google had to say about beauty this year.

2018 was definitely a great year for beauty. Google tracked all the most-searched beauty brands of the year and compiled a list to show us what consumers have been searching for this year…

Topping the list for 2018 was Beautycounter, knocking Ulta Beauty off the top spot from 2017.

Beautycounter offers a clean alternative to all thing’s beauty and wellness. The data collected by Google suggests that consumers are much more interested in seeking out clean beauty alternatives than ever before.

In second place came Charlotte Tilbury (a rise from 4th place in 2017), followed by Makeup Revolution.

Find the top ten below — is your favourite on the list?


2.Charlotte Tilbury

3.Makeup Revolution

4.Thrive Causemetics

5.Pat McGrath

6.Milk Makeup



9.Anastasia Beverly Hills

10.Lilly Lashes

The top trending beauty questions asked in 2018 showed that consumers were all about the lashes!

1.How to apply magnetic lashes

2.What is a lash lift

3.How to remove individual eyelashes

4.What hair colour looks best on me

5.How to do a cat eye

6.How to take off makeup without makeup wipes

7.How to apply aloe vera

8.How to glue down eyebrows

9.How to fix cakey makeup

10.What concealer to use

One of the biggest trends in the last year has been the rise of magnetic lashes, which are a beauty must have for anyone who wants the false lash effect without with fiddle that comes with strip lashes. Lash lifts and individual lash extensions were a huge trend in 2018 with consumers seeking ways to make their eyes stand out with effective treatments.

We can’t wait to see what new trends will arise in 2019!!

Forecast largest beauty and personal care categories, 2019