When it comes to beauty categories on Google’s Year in Search list released today, TikTok’s impact is undeniable.
From makeup to nails to “aesthetics,” TikTok was a major driver of US Google search trends across all categories. The data was compiled based on searches that had a high increase in traffic over the course of 2022 compared to 2021, meaning the list is about growth rather than overall search volume.
In the makeup category, the top trending search terms read like a laundry list of viral TikTok trends started by various influencers. One of the categories, ”blush douyin”, even references the Chinese version of TikTok in the name, which shows where the trend started.
makeup trends
Passport Makeup Trend
Addison Rae’s lip gloss trend
white knit trend
invisible eyeliner trend
Blush Douyin Trend
doe eye trend
Tired eyes trend
crying makeup trend
Under the trend of eye shadows
Dark lip liner trend
Viral makeup trends are known to be a huge opportunity for influencers’ careers. The “passport makeup trend” started with a makeup tutorial created by a TikTok influencer georgia barrett to optimize makeup for a flattering passport photo. It went so viral that she now has “Passport Girl I Guess” as her TikTok bio.
The trends especially benefited influencers who have their own beauty brand. Addison Rae’s Item Beauty got a boost from the “Addison Rae Lip Gloss Trend,” in which the influencer demonstrated her technique of applying lip gloss with one hand while holding her phone.
Celebrities were also the main drivers of beauty trends this year. In the “celebrity hair” category, the top searches ranged from TikToker Dixie D’Amelio to Jada Pinkett Smith following the Will Smith slap incident at the Oscars after Chris Rock made a joke at her expense about her alopecia.
celebrity hair trends
Jada Pinkett-Smith
Dixie D’Amelio
brandon swamp
jason momoa
jimmy butler
summer walker
brooks koepka
crystal gayle
karol g
Theresa Giudice wedding
Meanwhile, Hailey Bieber was a big influence when it came to nails by following her “glazed donut” nail trend, which sparked searches for her favorite nails, as well as variations like “chocolate glazed donut.”
Nails
Hailey Bieber’s nails
red nail theory
milky nails
half moon nails
chrome nails
Pink Coffin Nails
euphoria nails
Chocolate Glazed Donut Nails
mardi gras nails
French tip pink nails
TikTok was a big factor in Google nail searches: The “red nail theory” trend, for example, started in a video by influencer @GirlBossTown. In it, she claimed that wearing red nail polish acts as a “magnet” for men because it “reminds them of their mom.” The hashtag garnered 113.9 million views on TikTok as more users shared their thoughts.
Tik Tok “esthetic” were also a major search category this year. While terms like “preppy” or “goth” have certainly been around for half a century, the power of the TikTok hashtag has meant the proliferation of styles and looks that could become trends in both beauty and fashion.
Esthetic
preppy aesthetic
clean girl aesthetic
flirty aesthetic
summer aesthetic
downtown girl aesthetic
spring aesthetic
dark brown aesthetic
Old money aesthetics
hazelnut aesthetic
stranger things aesthetic
TikTok was also included in searches for “skintellectual” skincare this year. The trend of “hitting”, in which TikTok influencers smeared oil on their faces overnight, was one of the search topics listed. Ingredient research also predominated, as users searched for niacinamide, hyaluronic acid, and retinol.
Skin Care Questions
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While brands took advantage of most of these beauty trends with their content on TikTok and Instagram, some managed to break through Google to reach the first page of search terms organically. When it comes to “pink coffin nails,” Kloss Beauty and Clutch Nails appear on the first page of search results, while Ipsy achieved one of the top organic search results for “clean girl aesthetic tutorial” on Google. with your blog post in the subject.
Source: news.google.com