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28 Dec

Olaplex, Supergoop Amongst 2022’s Top-trending Skin and Hair Care

This 12 months’s most-searched brands within the U.S. confirm TikTok views do, in actual fact, translate to Google searches.

“This 12 months’s top brands are aligned with the newest shifts in consumer behavior and product trends,” said Yarden Horwitz, cofounder of Spate, noting sun protection, hair bond-building and hair loss products have all seen significant growth in demand this 12 months (and have all been centerpieces in #BeautyTok discourse as of late).

Growing demand for hybrid makeup products drove a rise in searches for EltaMD, which offers a tinted sunscreen that was praised in a handful of viral TikTok videos over the summer. Meanwhile, in hair care, Olaplex saw continued growth in each sales and searches this 12 months, despite having downgraded its full-year forecast last month because of increased competition within the bond-building space, and mounting economic pressure.

Listed below are the skin and hair care brands which saw probably the most significant increases in average U.S. monthly Google search volumes in 2022, per Spate.


  1. Supergoop! +89.1K
  2. La Roche-Posay +81.2K
  3. Laneige +57.7K
  4. Drunk Elephant +55.3K
  5. Tatcha +55K
  6. EltaMD +49.1K
  7. Burt’s Bees +40K
  8. Goop +32.6K
  9. Good Molecules +27.9K
  10. Estée Lauder +27.3K


  1. Dyson +427.7K
  2. Olaplex +139.6K
  3. Mielle Organics +62.1K
  4. The Beachwaver +57.2K
  5. Redken +51.5K
  6. Neutrogena +42.2K
  7. Nutrafol +40.1K
  8. Amika +37.8K
  9. Ouai +35.9K
  10. K18 +30.3K

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