[Beautynury × Trendier] In the U.S., “Lip” Products on the Rise—Sephora Favors “Matte,” Amazon Sees Surge in “Jelly”

This article is originally posted by 김민혜 기자 (Kim Min-Hye) on Beautynury's September 2, 2024 Article. To read the full feature, please visit the link below:

To accurately interpret rapidly shifting trends, precise analysis of market data is essential. In collaboration with Trendier, Cosmetics Newspaper is analyzing data to forecast beauty trends. Trendier is an AI-powered health and beauty trend analysis platform that collects information on more than one billion products sold across domestic and global e-commerce channels. Based on this data, the platform publishes market reports covering beauty trends, hit products, and even manufacturer-level insights.

—Editor’s note

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Beauty trends and popular product keywords can vary significantly depending on the characteristics of each platform. When developing product sourcing or marketing strategies, understanding the platform’s consumer base and positioning is a crucial first step. In the second quarter of 2024, matte-textured products gained strong traction at Sephora in the U.S., while Amazon saw rising popularity for jelly-textured products offering both high moisture and glossy finishes.

According to a recent data report released by beauty trend analysis platform Trendier, key lip product keywords at U.S. Sephora in Q2 2024 centered on #matte, #clay-textured, and #nude-tone formulations. One of the fastest-rising products was Westman Atelier’s “Lip Suede Hydrating Matte Lipstick with Hyaluronic Acid,” which climbed 14 places quarter-over-quarter to rank 19th on Sephora’s Q2 bestseller list. The product is a vegan lip color known for its matte finish.

Frequently used Sephora marketing keywords included #moisture, #vegan, #blush, #plumping, #stick, and #matte. Ingredients gaining attention in lip makeup products included #hyaluronic acid, #peptides, and #vitamin C.

From a product launch perspective, brands targeting anti-aging benefits were particularly prominent. Among Sephora’s Q2 lip makeup marketing keywords, #aging recorded the highest quarter-over-quarter increase in product mentions at 34.38%, far surpassing #healthy, which ranked second at 8.57%. This gap highlights the market’s growing focus on age-related lip care.

Products associated with keywords such as #enhance, #effortless, and #iconic also saw notable increases of 8.33%, 6.67%, and 6.25%, respectively. In contrast, mentions of products associated with #oxybenzone, #transfer-resistant, and #sulfates declined. This shift reflects consumers’ growing awareness of potentially harmful ingredients and how that awareness is influencing product development.

Amazon, by contrast, saw strong growth in products emphasizing hydration and shine. In Q2 2024, lip makeup products featuring the keyword #jelly recorded the highest growth rate on U.S. Amazon at 300%. The keyword #in place also rose by nearly 300%, while products tagged with #refreshing, #elastic, and #antioxidant increased by 257.14%, 159.09%, and 140%, respectively.

Ingredient-wise, products containing #avocado oil (+140%), #aloe vera (+100%), #vitamins (+86.21%), and UV-filtering #titanium dioxide (+85.71%) showed strong growth.

Among rising keywords associated with Amazon’s top Q2 term “jelly” were #pink, #watercolor, #sheer, #poppy pink, and #red. One of the fastest-climbing products was Milk Makeup’s “Cooling Water Jelly Tint, Burst (Poppy Pink).” According to the report, the product’s core marketing keywords included #jelly, #cooling, #weightless, #bouncy, #cheek, and #vegan