Save Story Save this story Save Story Save this story The Vogue Business Beauty Tracker, produced in collaboration with Spate , tracks the top five brands, trends and ingredients that are driving the most significant positive change in year-on-year growth that have also demonstrated consistent upward growth historically. Each week, we’ll spotlight a different beauty category and the top five beauty hashtags on TikTok.
In the wellness world, there’s growing interest in specialized nutrition and brands that prioritize convenience and targeted health benefits. Pure Genius Protein reflects demand for portable, high-protein formats, with ready-to-drink shots providing 23 grams of protein per serving. Sisel highlights a broad approach to wellness through dietary supplements and functional beverages, while Toplux Nutrition emphasizes science-backed supplements at affordable prices. Wip stands out for its nicotine-free caffeine pouches, offering a convenient format for an energy boost. Finally, Triquetra Health reflects interest in gut and metabolic wellness, with searches focused on its GLP-Pro probiotic and postbiotic supplement. Collectively, these brands span everyday protein intake, energy support, and targeted nutritional supplementation.
In the midst of October, #HalloweenHairClips are trending on TikTok, reflecting interest in festive, spooky hair accessories — particularly horror-themed claw clips and seasonal designs. Meanwhile, the rise of #LadybugMakeup highlights whimsical, insect-inspired makeup looks also tailored to spooky season. Across manicure content, #UglyNails are performing well, as more unconventional and unusual nail designs gain traction for allowing artistic expression, while #PinkCateyeNails reflects interest in light-reflecting cateye designs in shades of pink. The #CoilyCurly hashtag celebrates natural hair textures between curly and coily, with content focused on haircare tips and styling.
Products that combine hydration, targeted care and sensory experiences are ruling the bodycare category. Hydrating body mists meet demand for lightweight, water-like moisturizers that deliver lotion-level hydration, while anti-sweat hand creams offer targeted solutions for managing perspiration on the hands. Growing demand for hand mists suggest interest in convenient, fragrant formats that refresh and sanitize on the go, while niacinamide body wash is an example of products designed to support the skin’s moisture barrier. Finally, strawberry body scrub reflects demand for fruit-inspired bodycare that combines exfoliation with appealing scents and ingredients.
Across bodycare brands, there’s growing interest in those offering specialized and efficient approaches to personal care and grooming. Carpe reflects demand for clinical-strength sweat and odor control, while Hanni highlights simplified bodycare through “skip-step” essentials, with a particular rise in searches for its Splash Salve in-shower body balm. Proraso stands out for its Italian men’s grooming heritage. Estée Lauder has evolved its fragrance range by incorporating bodycare into its iconic scent collections, as searches for its Beautiful Perfumed Body Powder grow. Meanwhile, Prequel reflects interest in dermatologist-developed, science-backed skincare centered on skin barrier health.
This week on TikTok, the #DiscountMakeup hashtag is flooded with shoppers unexpectedly discovering Jeffree Star Cosmetics products at Dollar Tree. Meanwhile, content around #Perfum…