BIAB Nails, Purple Highlighter and Peptide Moisturizer Drive Latest beauty searches: Spate


With winter wonderland season less than two months away, consumers are looking for a stronger skin and nail barrier and purple-hued cheekbones, according to market research firm Spate.

BIAB nails

Consumers seek the fortifying benefits of BIAB nails to reduce and prevent nail damage. For those unfamiliar, the trend is still in its infancy, as indicated by the low number of related searches. BIAB nails, an acronym for builder in a bottle, are a fortifying gel manicure that stays chip-free for weeks.

On average, there are 3,700 searches each month in the United States for BIAB nails, which is low volume compared to other nail art. It grew +514.6% in searches since last year with no market leader and no competition.

Related searches such as “near me” reveal that consumers want to explore this trend as an in-salon service. Consumer-focused (rather than brand-focused) research shows opportunities for brands to enter the space. A major opportunity is to increase the number of BIAB polishes on the market, as BIAB nails are currently available in a limited range of colors.

purple highlighters

Research interest in purple highlighters indicates that consumers continue to get creative with their makeup.

There are 3,000 searches on average each month in the US for Purple Highlighter, a very low volume compared to other highlighter products. It has increased by +121.6% in searches since last year with very little competition and three market leaders: Wet ‘N Wild, Becca Cosmetics and MAC Cosmetics. Although it may look alien, purple highlighters are universally flattering when applied to the skin. Related searches include terms such as holographic, liquid, and look.

Terms like holographic and look reveal that consumers are looking for different finishes and inspirations when it comes to this trend. Searching for liquid alongside purple highlighter reveals that consumers are looking for a flexible, blendable format when it comes to this product.

This is a relatively weak competitive trend that provides brands with an opportunity to get noticed in this category. Purple blush has also grown significantly over the past year and is currently up +62.0% year-over-year (YoY.) Search growth for purple highlighter and blush purple exemplifies the burgeoning consumer desire for cool-toned complexion products.

Peptide moisturizer

Consumer interest in peptide moisturizers, especially those that help address skincare concerns like anti-aging or firming, is growing.

On average, there are 4,100 searches each month in the United States for a peptide moisturizer. This is low volume compared to other searches for moisturizers. It has seen +42.5% growth in searches since last year with strong competition and three market leaders: Olay, The Inkey List and Derma E.

Finding the right moisturizer for a certain skin type can be a daunting task, especially when winter is upon us and the need for hydration is dire. Consumers are now turning to peptide moisturizers that work to hydrate the skin, boost collagen and improve elasticity, which reduces the visibility of wrinkles.

When scouring the web for a peptide moisturizer, consumers are looking for other benefits, including hydrating, firming, lifting, intense, anti-aging, and balancing. This reveals new opportunities for brands to use this language when promoting their product. Related research also includes SPF, collagen, vitamin C, ceramide, argan, hyaluronic acid, and retinol. Spate encourages skincare brands to take note of consumer preferences for these ingredients and create a peptide moisturizer that works for all types of people with different skin concerns.

Spate announces partnership with Braintrust

Spate partners with BrainTrust Founders Studio, the largest platform dedicated to Black beauty and wellness business founders, to make big data solutions more accessible to Black beauty and wellness business founders.

According to BrainTrust Founder and CEO Kendra Bracken-Ferguson, black consumers outperform the average American when it comes to using social media and promoting favorite brands. BrainTrust Founders Studio harnesses the power of machine learning to listen and engage with customers.

“As we celebrate one year of delivering an ecosystem towards Black Founders victory in beauty and wellness, we are thrilled to partner with Spate, whose platform can accelerate the speed at which our founders leverage their own data to grow their customer base,” Bracken-Ferguson said. “This partnership is another step towards creating inclusive economic pathways and equitable opportunities for founders.”

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