8 Trends in Beauty: ‘Hyperreal’ BIAB Nails/Orly, Made It Cosmetics, Krishna Makeup for Kids and More

Each week, C&T uncovers consumer trends in searches/hashtags related to cosmetics. Emerging this week are: Made It Cosmetics, DOA Kozmetik, Radha Makeup, Krishna makeup for kids, Cosmetic Connection, Demure Makeup, Mari Maria makeup and BIAB Nails. Following, we list specific growth statistics for each and take a deep dive into three that caught our interest.

Each week, C&T uncovers consumer trends in searches/hashtags related to cosmetics. Emerging this week are: Made It Cosmetics, DOA Kozmetik, Radha Makeup, Krishna makeup for kids, Cosmetic Connection, Demure Makeup, Mari Maria makeup and BIAB Nails. Following, we list specific growth statistics for each and take a deep dive into three that caught our interest.

See last week’s 6 trends in beauty.

Trending this week are:

1. Made It Cosmetics/Made It Cosmetics Eveline (+2,350%)*
2. DOA Kozmetik (+2,300%)*
3. Radhai makeup (+2,100%)*
4. Krishna/Krishna makeup for kids (+2,300%)*
5. Cosmetic Connection (+550%)*
6. Demure Makeup (+350%)*
7. Mari Maria Makeup (+350%)*
8. BIAB nails (builder in a bottle nails; +64%, past two years, Exploding Topics)

*past seven days, per Google Trends

Made It Cosmetics by Eveline Karlsen

According to Google Trends, searches for “Made It Cosmetics” and “Made It Cosmetics Eveline” are up more than 2,300% in the past seven days. As a recent interview with MinMote explains, Norwegian social media sensation Eveline Karlsen — who has 130,000 followers on Instagram, 94,000 subscribers on YouTube and 73,000 followers on TikTok — just launched her Made It Cosmetics brand, which she has been building for three years. The name may sound familiar from her 2019 collaboration with Makeup Mekka called “Made It.”

See related article on color blending, SPF and actives in makeup.

The brand currently includes a brush set and Everyday Palette of eye shadows consisting of twelve different warm, cool and neutral tones:

• 01 Do It – matte
• 02 Love It – matte
• 03 Need It – metallic
• 04 Crease It – matte
• 05 Use It – matte
• 06 Made It – matte
• 07 Smudge It – matte
• 08 Worth It – metallic
• 09 Nailed It – shimmer
• 10 Blend It – matte
• 11 Make It – matte
• 12 Rock It – matte

The pigmented shadows are described as creamy and are said to “blend like a dream,” with a few subtle differences between them. For example, the Love It, Crease It, Use It, Made It, Smudge It, Blend It and Make It are matte shadows with intense pigmentation and shea butter to help moisturize and prevent the formulas from becoming dry.

The Need It and Worth It shadows were created with “glass-based pearls on a black base, to create contrast and magical reflection.” Per the company, they have been developed to get a good grip while feeling light, without becoming powdery.

Nailed It is described as a “highly pigmented shadow with a pearly finish and plenty of adhesion.” It has a waterproof formula to ensure minimal smudges and creases. Finally, Rock It is a black shadow developed for “unique intensity,” as it is highly pigmented and consists of shea butter, which makes the texture soft and easy to blend.

Ingredients (Nailed It): Mica, CI 77891, Synthetic Fluorphlogopite, Pentaerythrityl Tetraisostearate, Octyldodecyl Stearoyl Stearate, CI 77491, Magnesium Myristate, Caprylyl Glycol, Silica, Phenoxyethanol, Tin Oxide, Hexylene Glycol.

Radhai and Krishna Makeup for Kids

In light of the Hindu festival Krishna Janmashtami 2024, celebrating the birth of Krishna, which per several web sources falls on Aug. 26, Google Trends shows searches related to Radhai and Krishna makeup, especially for kids, are up more than 2,000% each. In relation, a recent report by Boldsky highlights six “adorable fashion tips to transform your child into cute Lala and Radha,” showing children wearing vivid colors and, in one case, body paint in a light blue shade.

‘Hyperreal’ Manicures, BIAB Nails and Orly

Finally, BIAB (builder in a bottle) nails are back in the headlines again, up 64% in the past two years according to Exploding Topics. As previously reported, this type of “nail polish” has emerged as an alternative to traditional nail gel and shellac, since these have drawbacks; more specifically, gel manicures can damage nails over time and shellac only lasts around two weeks. The source reports that interest in BIAB nails has grown thanks to Instagram, with the hashtag #BIABnails reaching more than 1.8 million posts on the platform.

See related article on formulating nail polish.

Furthermore, a recent article in Mamamia highlights how “hyperreal” manicures have taken over BIAB, offering a “natural look that mimics real nails while providing the strength and durability often associated with BIAB.”  Hyperrealistic nails create the illusion of natural long nails without growing them out. Per the source, they are typically created using gel or acrylic extensions and carefully sculpted and colored to mimic the look of real nails — including details such as the nail bed, lunula and color variations; i.e., yellowed or milky tips as opposed to stark white tips.

Orly provides one BIAB product example: its semi-sheer nude finish concealer is designed to impart a natural look or create a blank canvas for nail art. Intended for professional use only, the self-leveling formula is said to allow for maximum control and precision sculpting while also hiding unwanted blemishes on the natural nail. The BIAB additionally includes vitamins A and E and pro vitamin B5 to help promote healthy nails and protect the structure of the natural nail. 

Ingredients: Acrylates/Carbamate Copolymer, Di-HEMA Trimethylhexyl Dicarbamate, Isobornyl Methacrylate, Hydroxypropyl Methacrylate, Isopropylidenediphenyl Bisoxyhydroxypropyl Methacrylate, Bis-HEMA Poly(1,4-Butanediol)-9/IPDI Copolymer, Tetrahydrofurfuryl Methacrylate, Isobornyl Acrylate, Sucrose Benzoate, Trimethylbenzoyl Diphenylphosphine Oxide, Methacryloylethyl Phosphate, HEMA, Hydroxycyclohexyl Phenyl Ketone, Phosphoric Acid, CI 60725 (Violet 2), Tocopheryl Acetate, Retinyl Palmitate, Panthenol, Hydroquinone, p-Hydroxyanisole.

To keep up on these regular trend reports, visit our Consumer/Market Trends web page or watch for our Consumer Pulse videos on LinkedIn, Facebook and Instagram.