2017’s been a major year in the beauty industry, from Rihanna’s huge Fenty Beauty launch to Kylie Jenner’s continuing Kylie Cosmetics global domination. But surprisingly, out of all of the celebrity beauty launches and collaborations this year, only Fenty Beauty made the list of top 10 most Googled brands in 2017.
Based on data acquired by Google from the Google Year In Search (which focused on searches that had the highest spike in traffic over a sustained period in 2017 as compared to 2016), the buzziest beauty brands include a mix of indie and mass market brands that grew to popularity with the help of influencers on Instagram, YouTube and Facebook.
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Check out the ranking of brands the internet couldn’t stop searching this year below, along with out must-haves from each one!
1. Ulta Beauty
There’s a reason this palette’s been a bestseller at Ulta Beauty for months. The mix of oranges, pinks and mauves allow you to create an array of looks from the most natural to dramatic.
Buy It! Anastasia Beverly Hills Modern Renaissance Eyeshadow Palette, $42; ulta.com
2. BH Cosmetics
You don’t need to spend $360 on Kylie Jenner’s Kylie Cosmetics brush set to flawlessly apply your makeup. This pretty rose gold set from BH Cosmetics comes with 11 essentials for your kit — all under $20.
Buy It! BH Cosmetics Metal Rose Makeup Brush Set, $15.99; bhcosmetics.com
You’ve probably encountered at least one friend (if not more) on Facebook selling this stay-all-day liquid lipstick that guarantees to not fade, smudge or feather throughout the day.
Buy It! Lipsense, $25; seneweb.senegence.com
4. Charlotte Tilbury
This luxurious moisturizer transforms your skin into a glowing canvas thanks to Charlotte Tilbury’s secret, patented mix of anti-aging ingredients.
Buy It! Charlotte Tilbury Charlotte’s Magic Cream Treat & Transform Moisturizer, $100; nordstrom.com
5. Milk Makeup
Hate the feeling of foundation, but need some coverage? Milk Makeup’s weightless formula, which really feels like skin when applied, will soon become your go-to.
Buy It! Milk Makeup Blur Liquid Matte Foundation, $40; sephora.com
6. Benefit Cosmetics
For lashes so long and luscious that all your friends will be convinced you got extensions, just apply a few swipes of Benefit’s cult-favorite mascara formula.
Buy It! Benefit Cosmetics They’re Real! Lengthening & Volumizing Mascara, $24; sephora.com
7. Wet n’ Wild
Considered the golden standard of drugstore highlighters, this once limited-edition product joined Wet ‘n Wild’s permanent collection (along with a slew of new shades!) once it grew into an internet sensation.
Buy It! Wet n’ Wild MegaGlo Highlighting Powder, $4.99; walgreens.com
8. Fenty Beauty
Buy It! Fenty Beauty Pro Filt’r Soft Matte Longwear Foundation, $34; sephora.com
9. Huda Beauty
These pocket-sized palettes may be small, but they really pack a punch with nine shimmer and matte shades that are equally pigmented and blendable.
Buy It! Huda Beauty Obsessions Eyeshadow Palette, $27; sephora.com
10. Finishing Touch Flawless
This year, shaving your face became mainstream thanks to this handy little device. Gently press it against your skin in slow circular motions to remove unwanted peach fuzz in seconds.
Buy It! Finishing Touch Flawless Hair Remover, $19.99; walgreens.com
What’s your favorite brand of 2017? Sound off in the comments below!