Decoding the Consumer’s Passion for Rare Beauty: Insights and Trends
Spate reports that Selena Gomez’s beauty brand is the most searched brand on Google alongside ‘Sephora’ and ‘Ulta Beauty’ – although it is not sold at the latter retailer.
In fact, as retail chains fade — a phenomenon Ulta helped propel — consumers are seeking out Sephora-exclusive brands like Glow Recipe and Sol de Janeiro at Ulta, which is the product retailer most searched specialty beauty store with 6.2 million monthly searches on Google in the United States.
“Sephora-exclusive brands being sought after alongside Sephora is not a new phenomenon; “this highlights Sephora’s brand marketing, and also the fact that consumers find Ulta very accessible and turn to Ulta when it comes time to purchase,” said Yarden Horwitz, co-founder of Spate.
K-beauty store Olive Young is the fastest-growing beauty specialty retailer, with a 45.5% increase in average monthly searches in the United States over the last year. This momentum was largely driven by TikTok, where the brand saw a month-over-month search growth rate of 329.7%.
With 6 million monthly searches on Google, Sephora ranks second in terms of volume and growth, with a 30.9% year-over-year increase. In comparison, Google searches related to Ulta increased 7.4% year over year.
The biggest brands searched by Google alongside Ulta Beauty, per Spate.
- Rare beauty: 21,600 monthly searches
- Sun of Janeiro: 17,300 monthly searches
- Olaplex: 14,800 monthly searches
Faster growing brands in demand alongside Ulta Beauty.
- Summer Fridays: 1,100 monthly searches, +256.7%
- K18: 1,400 monthly searches, +137.2 percent
- Brilliant recipe: 2,600 monthly searches, +127.6 percent
Major brands sought after alongside Sephora.
- More shiny : 23,200 monthly searches
- Rare beauty: 15,500 monthly searches
- Sun of Janeiro: 10,900 monthly searches
The fastest growing brands were searched alongside Sephora.
- Summer Fridays: 1,700 monthly searches, +290.3 percent
- Drunk Elephant: 5,200 monthly searches, +191.2 percent
- Gisou: 1,200 monthly searches, +137.4 percent