The Biggest Beauty Trends Shaping Makeup Right Now (and What They Mean for Brands)
From Ulta Beauty shelves to Sephora events, the beauty industry is moving fast—and consumer search behavior is telling us exactly where it’s headed. From viral launches like NYX Duck Plump and Maybelline Diamond Mascara to rising interest in ingredient transparency and professional-grade performance, today’s makeup buyers are more informed, selective, and trend-driven than ever.