In 2023, social platforms became even more conversation-heavy.
Meta continued its prioritization of Instagram Reels over static photos and unveiled a Twitter-rival app, Threads, in July; TikTok formally rolled out its Shop integration to the U.S., which brands say long-form, explanatory videos are most favorable for, and Lemon8, ByteDance’s Pinterest-meets-Instagram hybrid app, saw a surge in momentum as legislative efforts to restrict access to TikTok ramped up.
The way users talk about beauty, too, in these spaces has become more conversational — down to the way trends are named.
Light-blue summertime manicures donned by Sofia Richie and Sabrina Carpenter were soon dubbed “blueberry milk nails”; beauty creator Rachel Rigler coined the term “latte makeup” while filming a neutral-toned makeup tutorial (TikTok videos tagged with #LatteMakeup have now garnered more than 447 million views) and Hailey Bieber teased her Krispy Creme Rhode collaboration with a “strawberry girl makeup” tutorial in August.
“I attribute many of those colloquial names, especially the food references, to the conversation factor that’s happening around beauty; it gives an easy and relatable visual for nearly anyone to understand — not just someone who’s well-versed within the beauty industry,” said Kendall Becker, director of fashion and media strategy at Trendalytics, noting the fast-moving phenomenon has caused more “drastic spikes” within the trend cycle.
Holistic hair health, too, continued its rise this year, with “scalp facials” going viral and believed at-home hair growth boosters like castor oil and scalp brushes seeing increased search interest versus years prior.
The natural deodorant movement went a step further, too, with a niche group of consumers turning to crystal stick “salt deodorants” as an alternative to natural roll-ons. Also still niche — but rising — are searches for refillables across beauty categories, while interest in skin barrier health has fueled a subsequent moment for Japanese skin care.
Trendalytics’ top three beauty trend stories for 2023, along with the search increase rates of key components comprising each one, versus the year prior.
- “It” Manicures
- Blueberry milk nails: + 5,511 percent
- Barbie nails: +583 percent
- Cherry mocha nail polish: +552 percent
- Russian manicure: +217 percent
- Micro French manicure: +195 percent
- Strand Strength
- Castor oil: +108 percent
- Massage brush: +107 percent
- Cooling hair mask: +92 percent
- Peptide shampoo: +86 percent
- Scalp facial: +68 percent
- Conscious Consumption
- Salt deodorant: +315 percent
- Refillable cosmetics: +252 percent
- Rosemary oil: +161 percent
- Eco-friendly packaging: +126 percent
- Japanese skin care: +89 percent