Beauty and Grooming

The Biggest Beauty Trends of 2017 (According to Google)

Every single day over 3.5 billion searches are typed into Google’s search engine with 1.2 trillion searches per year worldwide. Each query typed into Google gives an insight into the considerations, intentions and interests of users around the world. Sifting through its data, Google is able to offer a glimpse into the rising trends and behaviours of a population for across any industry.

The Google Beauty Trends Report uses Google’s search data to identify, analyse and discuss skin care trends across the world. In its latest report, the world’s most popular search engine reveals the biggest beauty trends for 2017. We take a look at the hottest beauty trends for 2017 to transform your beauty regime.

Charcoal Face Masks

It may not be the first ingredient associated with clean, healthy skin, but charcoal looks set to become one of the biggest beauty trends for 2017. Searches for the term charcoal mask have grown by 274% in the US over the past year, with charcoal being dubbed the latest miracle ingredient by beauty enthusiasts.

Beauty Trends of 2017: Charcoal Face Mask

Activated charcoal is said to hold strong absorption powers that draw oil, bacteria, dirt and other harmful substances to the surface to be washed away. These beauty benefits have seen charcoal become increasingly popular for use in detoxing the skin and tackling common skin problems including acne and blackheads.


24K Gold Masks

Talk about an enriching pampering; the use of gold in skin care has become the hot ticket in 2017. While it may be news to some of us, the use of gold in cosmetics has been popular in India, China and the Far East since ancient times. Now readily available at most reputed spas and beauty salons, a 24K face mask involves applying a 24-carat gold foil mask that promises a whole host of beauty benefits including cell renewal, reduced visibility of wrinkles and fine lines, the elimination of toxins and oxygenation in the skin that combats the effects of fatigue.


Epsom Salt Bath

Alongside terms like bath bombs and detox bath, a 29% increase in searches for Epsom salt bath indicates the increasing rise in interest in bathing in both the US and Europe. Bathtime is becoming a key ritual in our beauty regimes, helping us unwind and detoxify at home.

Epsom salts dissolved in warm water are easily absorbed through the skin and quickly get to work on the body. In fact a naturally occurring mineral compound of magnesium and sulfate rather than an actual salt, Epsom salt has long been understood as a natural remedy for beauty-related issues by helping to reduce inflammation, improve muscle and nerve function, and flush toxins out of the skin.


Dead Sea Mud Masks

Biggest beauty trends 2017: Dead Sea Mud Mask

Long famous for its mineral-rich mud, the Dead Sea has been a popular natural spa retreat since the ancient times when even a certain Cleopatra used the mud to cleanse her skin. While venturing to its shores might be a little out of reach for most of us, beauty brands are bringing Dead Sea mud into our homes in the form of masks and creams.

Searches in the term dead sea mud mask have surged 329% since the start of the year as beauty enthusiasts become increasingly aware of the benefits of the product. What are those benefits? According to the non-profit Dead Sea Research Centre, Dead Sea mud helps treat skin conditions including psoriasis, atopic dermatitis and vitiligo, and the mud is also said to detoxify the skin and improve skin health through its rich concentration of minerals.


Bath Bombs/Bath Bombs with Rings


Bath bombs by Claire Knights

As mentioned above, we are increasingly transforming bathtime into a detoxifying experience and experimenting with new products in the process. Bath bombs are the biggest volume bathing trend in both the US and France since it took off in late 2015. Searches for bath bomb are up 123% year on year while searches for bath bomb recipe and DIY bath bomb are also up 72% and 80% respectively.

Beauty Devices

Beauty aficionados are looking for support from new beauty devices to help bolster their regime. From Foreo to Magnitone, top trending devices in the US centre on brushing and scrubbing while other populations—such as France or Japan—are more interested in devices that stimulate the skin with suction of massage.

While we are exploring a large range of devices including body brushes, exfoliating brushes, deep cleansing brushes and even laser treatment, the biggest trend in the market is the facial brush. First spotted in France in late 2012, the facial brush has become increasingly an international phenomenon and took off in the US in late 2014.


Bentonite Clay Masks

In recent years, it has become increasingly popular for consumers to find inspiration from food when researching ingredients and products for skin care solutions. Some of the trendiest ingredients for 2017 include apple cider vinegar, turmeric and Manuka honey.

While bentonite clay can be taken internally, the biggest trend for the ingredient this year is in the form of a bentonite clay mask. Made up of the ash formed by volcanos, bentonite contains similar properties to charcoal in that it is able to draw toxins, oils and bacteria out of the skin. Bentonite is being increasingly looked to for healing and regenerating skin tissue, scars as well as detoxing the skin to prevent blackheads and unclog pores.


Peel-off Face Masks

Everyday skin care problems including acne, blackheads, oily skin and hydration have meant we are increasingly seeking out face masks as our go-to solution. Due to their effectiveness, versatility and convenience, peel-off face masks are among the most popular types of face mask we are seeing out to solve out beauty problems. With searches up 117% over the past 12 months, peel-off face masks are set to be one of the biggest beauty trends for 2017.


Vegan Skin Care

As consumers become increasingly aware and engaged with how beauty products are produced, consumers are looking more and more to vegan skin care products. Searches for vegan products including soaps, chapsticks, face washes and body washes have risen on average 83% over the past year in the US. Currently the average person in the States is 13X more likely to search for vegan skin care products, but—as is the case with several of the above trends—the US is often a leader in establishing global trends. Expect the vegan trend to explode internationally over the coming months and years.


Cellulite Solutions

Cellulite is a problem that plagues many women these days and it seems that we are still seeking a solution for this widespread problem. This seems to be particularly true of the French, where searches for cellulite remedies begins to spike in May as the weather gets warmer. The average French user is 30X more likely to search for anti-cellulite products than the average American at this moment in time, with key search terms among the French being anti-cellulite suction cups (ventouse anti cellulite) and anti-cellulite oils (huile anti cellulite).


Sarah Atkinson

Sarah Atkinson

Writer and expert