Yelp's 2020 Top Beauty Search Trends

Yelp released the top beauty trends consumers were searching for as the beauty industry began to open again.

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Like many industries, the beauty industry has been hit incredibly hard by COVID-19, but between mobile salons, virtual consultations and so much more, the industry has been able to stay resilient. Yelp released their Economic Average report, to showcase what consumers are looking for

Safety First

First things first, Yelp noted that nearly 4,000 beauty businesses indicated that they are now offering virtual consultations as part of their service. This was a very popular turn that many spas took to to bring in revenue while spas had to remain closed. 

Now that businesses are reopening, over 15,500 beauty businesses have updated the information on their Yelp page that discusses safety information. Some of the most popular notes that business owners are making on their pages is pointing out employee sanitizing measures like wearing a mask, providing hand sanitizer and sanitizing between clients. 

Top Overall Beauty Searches

Consumers routines drastically changed when quarantine started and COVID-19 caused everything to shut down. In America, Yelp found a few things to become very clear when it came to what people were searching upon businesses reopening.

  • Black-owned beauty businesses. For starters, Americans became very eager to support Black-owned businesses in the beauty and wellness space. Searches for Black-owned beauty salons was up by 163% in the last month and Black skin care was up 133%. 
  • Long-lasting treatments. After being stuck inside for months, people began to seek out high-impact beauty treatments. Examples include: cheek filler and Clear and Brilliant laser. 
  • Natural beauty. After not wearing makeup or getting dressed up, people took to this new lifestyle and began searching for beauty treatments and grooming services that minimized the need for makeup. Examples include eyelash extensions.
  • Hair, hair and more hair. Anything hair related from Brazilian laser hair removal to sugaring to braids and keratin treatments is currently experiencing a spike in interest. 
  • Maskne. The term "makcne" became very prevalent during COVID-19, which refers to the acne that consumers are experiencing from constantly wearing a mask. Thus, acne treatment searches have increased by 37% during the month of June alone. 
  • Summer hair. As salons reopened and consumers turned back to get their hair touched up, 33% of consumers showed an increased interest in blonde highlights specifically. 

Beauty Search Breakdown

Yelp broke down the search trends they experienced by beauty category including, makeup, skin care, cosmetic procedure, body treatment, salon services, eyebrows, lashes and hair removal.

Makeup  and Skin Care 

  • Clear and Brilliant laser. Up 227% in the last month, has also risen in popularity 116% since 2019 and 178% in the last two years
  • Black skin care. Up 133% in the last month, has also risen in popularity 261% since 2019 and 554% in the last two years
  • Microdermabrasion. Up 42% in the last month
  • Acne treatment. Up 37% in the last month
  • Green beauty products. Up 29% in the last month
  • Laser facial. Up 27% in the last month
  • Korean Beauty. Up 24% in the last month
  • Lip blushing. Up 22% in the last month
  • Chemical peel. Up 21% in the last month

Cosmetic Procedures and Filler

  • Cheek filler. Up 71% in the last month, has also risen in popularity 110% since 2019 and 218% in the last two years
  • Lymphatic drainage. Up 50% in the last month
  • Dysport. Up 42% in the last month
  • Juvederm. Up 36% in the last month
  • Lip flip. Up 31% in the last month
  • Coolsculpting. Up 29% in the last month
  • Botox brow lift. Up 26% in the last month
  • Breast fat transfer. Up 25% in the last month

Body Treatments 

  • Tattoo shops (open late). Up 134% in the last month
  • Nose piercing. Up 95% in the last month
  • Acrylic toes. Up 85% in the last month
  • Piercing shop. Up 81% in the last month
  • Vajacial. Up 65% in the last month
  • Tanning salon. Up 38% in the last month
  • Spray tan. Up 36% in the last month
  • Gel-X manicure. Up 29% in the last month

Eyebrows, Lashes and Hair Removal

  • Natural lash lift. Up 120% in the last month
  • Brazilian laser hair removal. Up 71% in the last month
  • Sugaring. Up 67% in the last month
  • Bikini wax. Up 63% in the last month
  • Lash extensions. Up 55% in the last month
  • Eyebrow waxing. Up 53% in the last month
  • Eyebrow threading. Up 49% in the last month
  • Brazilian wax. Up 31% in the last month

Hairstyles and Salon Services 

  • Black-owned beauty salons. Up 163% in the last month
  • Shag haircut. Up 119% in the last month
  • Dry cut. Up 93% in the last month
  • Balayage. Up 72% in the last month
  • Blowout. Up 69% in the last month
  • Keratin treatment. Up 69% in the last month
  • Black hair salon. Up 56% in the last month
  • Bangs. Up 42% in the last month
  • Pixie haircut. Up 42% in the last month
  • Hair salons for curly hair. Up 40% in the last month
  • Hair braid. Up 37% in the last month
  • Natural hair. Up 35% in the last month
  • Blonde highlights. Up 33% in the last month
  • Cornrows. Up 27% in the last month
  • Hair color. Up 32% in the last month

Note from Yelp: Methodology: We looked at the percentage of searches with the term from the month of June 2020, and compared that to the percentage of searches from May 2020. In order to showcase the biggest trends, we only included terms searched for 100 times in the month of June 2020 and at least a 10% increase in interest in the last month. 

Trends on the Rise 

Yelp has broken down some of the beauty services that are beginning to take off throughout the country. For example, searches for Lip Blushing, a form of semi-permanent makeup, have risen 606% since June 2019, and 6,787% since 2018. Thus, it can be concluded that this beauty treatment was virtually non-existent two years ago.  Other trends like "mobile" salons, spas and waxing services have seen an uptick by roughly 359% - 453% depending on the service. "Instagram Face," has also helped to push a rise in certain treatments like, brow lifts and injectables that can help define brows, cheekbones and chins without going under the knife. These trends and many more that have been noted on having an upward trajectory in the last two years are listed below.  

Makeup and Skin Care 

  • Lip blushing. Up 606% in the last year and 6,787% in the last two years
  • Korean face mask. Up 93% in the last year and up 102% in the last two years
  • Vitamin C. Up 84% in the last year and 55% in the last two years

Cosmetic Procedures and Filler

  • Hyaluron Pen. Up 1,219% in the last year and and even more when compared to the same month in 2018 
  • Lip flip. Up 572% in the last year and up 2,369% in the last two years
  • PDO thread lift. Up 296% in the last year and 1,406% in the last two years
  • Vajacial. Up 212% in the last year and up 823% in the last two years
  • Botox brow lift. Up 187% in the last year and 410% in the last two years
  • Chin liposuction. Up 185% in the last year and 535% in the last two years
  • Breast fat transfer. Up 152% in the last year and up 199% in the last two years
  • Sculptra butt lift. Up 147% in the last year and up 259% in the last two years
  • Lipo cavitation. Up 128% in the last year and 283% in the last two years
  • Buccal fat removal. Up 114% in the last year and 414% in the last two years
  • Wood therapy massage. Up 80% in the last month, and searches for the treatment have risen 179% in the last year and 912% in the last two years
  • Breast implant removal. Up 53% in the last year and 710% in the last two years
  • Non-surgical rhinoplasty. Up 42% in the last 1 year and up 86% in the last two years
  • Jaw filler. Up 42% in the last year and 122% in the last two years
  • Tear trough filler. Up 29% in the last year and 80% in the last two years

Eyebrows, Lashes and Hair Removal

  • Brow lamination. An almost non-existent search term in past years, is up 86,196% since 2019, and even more when compared to the same month in 2018 
  • Mobile waxing. Up 453% in the last year and 447% in the last two years
  • Brazilian laser hair removal. Up 75% in the last year and 54% in the last two years

Hairstyles and Salon Services

  • Perm services. Up 2,416% in the last year and even more in the last two years
  • Black-owned beauty salons. Up 558% in the last year and 929% in the last two years
  • Colorist for grey hair. Up 383% in the last year and up 772% in the last two years
  • Shag haircut. Up 187% in the last year and up 709% in the last two years
  • Blonde specialist. Up 185% in the last year and 405% in the last two years
  • Mobile salon. Up 172% in the last year and 262% in the last two years
  • Mobile hairdresser. Up 162% in the last year and up 432% in the last two years
  • Loctician. Up 159% in the last year and 201% in the last two years
  • Hair salons for curly hair. Up 127% in the last year and 248% in the last two years
  • Root perm. Up 95% in the last year and 332% in the last two years

Nails

  • Nail salon open early. Up 663% in the last year and 1,039% in the last two years
  • Acrylic toes. Up 491% in the last year and 517% in the last two years
  • Mobile nail salon. Up 359% in the last year and up 514% in the last two years
  • Nail salon open late. Up 287% in the last year and up 475% in the last two years

Note from Yelp: Methodology: We looked at the percentage of searches with the term from June 2020, and compared that to the percentage of searches for the team in both June 2019 and June 2018. In order to showcase the biggest trends, we only included terms searched for 100+ times in the month of June 2020 and at least a 10% increase in interest in the last year or two.

15 States with Unique Beauty Searches

Yelp looked at the top ten beauty categories in every state, and in doing this uncovered some interesting regional trends. For most of the states the typical searches like hair salons, nail salons, barbers, haircuts and day spas were the top searches. However, Yelp listed out the unique beauty searches in 15 different states and listed them below. 

  1. Florida.Top searches were lash extensions, plastic surgery and eyebrow threading;
  2. Georgia. Top searches were hair braid, Black-owned beauty salons and Brazilian wax;
  3. Hawaii. Top searches were Supercuts, lash extensions and Microblading;
  4. Louisiana. Top searches included Brazilian wax, eyebrow threading and hair braid;
  5. Maryland. Top searches included hair braid, eyebrow threading and natural hair;
  6. Michigan. Top searches were hair braid, lash extensions and eyebrow threading;
  7. Montana. Top searches were lash extensions, spray tan and hair color;
  8. Nevada. Top searches were eyebrow threading, lash extensions and Microblading;
  9. New Mexico. Top searches were lash extensions, hair color and Microblading;
  10. New York. Top searches were nail salon open late, eyebrow threading and lash extensions;
  11. Ohio. Top searches were lash extensions, Brazilian wax and spray tan;
  12. Oklahoma. Top searches were lash extensions, Brazilian wax and spray tan;
  13. South Dakota. Top searches were eyebrow threading, Brazilian wax and hair extensions;
  14. Utah. Top searches were lash extensions, hair color and plastic surgery;
  15. Washington, D.C. Top searches were Black-owned beauty salons, hair braid and hair color.

Note from Yelp: Methodology: We looked at the total number of searches in each state in June 2020, regardless of trendiness, to determine the top searched beauty categories

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