When you’re sitting at brunch and your best friend starts gushing about the mascara she’s obsessed with — you know, the one you’ve never heard of — what’s the first thing you do? For most of us, as if by Pavlovian response, we instantly grab for our phone, open Google, and asking her to repeat the brand name so we can type it into the big, white search bar.
Now imagine if you could compile all that data, from you and everyone else this year, to find out the most buzzed-about beauty brands of 2018. Well, you’re in luck, because Google just revealed its annual Year In Search, including the 10 brands that won the algorithm’s popularity contest over the last 12 months.
Check out Google’s top-searched beauty brands, the real reason we were Googling them like crazy this year, and the one product worth buying from each line, ahead.
#10: Lilly Lashes
With all the buzz around eyelash extensions — are they worth it or a waste of money? — everyone was on the hunt for the best false strips that didn’t require mascara or a three-hour gluing treatment. And that search overwhelmingly led them to Lilly’s, the lashes favored by many of our editors and one Kylie Jenner.
Lilly Lashes Mykonos, $12.99, available at Lilly Lashes
#9: Anastasia Beverly Hills
We already knew ABH (Anastasia Beverly Hills) was the brand to look to for killer brow products, but this year its authority extended to the rest of our faces, too. With gorgeous color cosmetics launches — that took the form of palettes, loose glitters, and glosses — we stashed our entire makeup bags with the label in 2018.
Anastasia Beverly Hills Sugar Glow Kit, $24, available at Ulta Beauty
This year, Shiseido underwent a huge global brand revamp, which included a rollout of all new makeup in sleek black packaging. Among the best products that emerged from the legacy brand’s makeover? These square-tipped lipsticks that are creamy, longwearing, and hug every curve.
Shiseido ModernMatte Powder Lipstick, $26, available at Shiseido
Unsurprisingly, a mass beauty brand would make the Google top 10 search list. Not only does L’Oréal have its own label we all love (and can afford), but the parent company also owns countless other big-name brands, including Garnier, Essie, and NYX. This affordable mascara, which creates full feathery lashes, tops our Amazon shopping list.
L’Oréal Voluminous Lash Paradise Mascara, $6.99, available at Ulta Beauty
#6: Milk Makeup
We were just starting to buzz about Milk Makeup last year — when the brand landed the #5 spot on the Google trend report — and the intrigue continued strong into 2018. Between the just-launched CBD-infused lip balm and these cooling water primers, we will probably forever be obsessed.
Milk Makeup Cooling Water, $24, available at Milk Makeup
#5: Pat McGrath
There’s luxury makeup, and then there’s Pat McGrath Labs. We’re not surprised that everyone wanted to get their hands on the cremé de la cremé of cosmetics — if not for the cult-followed Mattetrance lipstick, then for confetti-filled bags they’re packaged in.
Pat McGrath MatteTrance™ Lipstick, $38, available at Sephora
Thrive Causemetics is on a mission to change the way that beauty products are produced — which earned it a R29 Beauty Innovator Award this year. Every Thrive product is vegan, cruelty-free, sulfate- and paraben-free, and is formulated in a small-scale lab in Los Angeles.
Even better, every purchase of a Thrive product delivers funds, products, and/or services to charitable causes. Just recently, the brand donated $250,000 to help those affected by the California wildfires.
Thrive Causemetics Liquid Lash Extensions Mascara, $24, available at Thrive Causemetics
Big in the world of YouTube vloggers, Makeup Revolution is a London-based beauty company that formulates a full range of affordable color cosmetics — from pigmented eyeshadow palettes to this cult mattifying banana powder — designed to have crazy staying powder.
Makeup Revolution Luxury Banana Baking Powder, $8, available at Ulta Beauty
#2: Charlotte Tilbury
This past September, the London-based beauty brand — long beloved by celebs and models in the UK— landed in all Sephora stores in the U.S., making it easier than ever for American shoppers to stockpile Pillowtalk everything. Lending the brand even more buzz as of late, Charlotte Tilbury was the official makeup sponsor of the Victoria’s Secret Fashion Show, which felt like a match made in smoky-eye heaven.
The cosmetics company at the very top of the Google’s search results this year? It’s… drum roll, please… Beautycounter. With a straightforward mission of delivering safe, non-toxic, and effective products, it’s clear shoppers are trending toward cleaner and more transparent options. Not only does the company ban the use of 1,500-plus contested chemicals in its own lineup — like this award-winning mineral mist sunscreen — it’s also actively lobbying for change across the industry.
Beautycounter Countersun Mineral Sunscreen Mist SPF 30, $36, available at Beautycounter
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