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2022’s Top Up-and-coming Makeup Brands

While they may be small in terms of sales volume, the innovation these indies are bringing is anything but.

Water-activated eyeliner, lip stain kits, crystal-infused eye shadow and zero-waste packaging are among the key offerings propelling 2022’s top up-and-coming makeup brands.

Per data from Spate, which sourced the fastest-growing brands with average U.S. monthly search volumes of less than 10,000 searches, TikTok virality has played a significant role in fueling the recent surges these brands have endured. 

Courtney Shields’ Dibs Beauty tops the list in terms of growth thanks to its hero Status Stick, a shimmering body highlighter that has been having a moment on social media this summer, driving average monthly searches for the brand to 2,470, a 4,845.4 percent year-over-year increase. 

K-Beauty brand The Saem has also made a splash, largely due to its hero cream concealer, reaching 1,030 average monthly searches, while New-York-based Too Cool for School, which harnesses K-beauty influences in its ingredients and packaging, has risen to roughly 2,590 monthly searches.  

“Korean beauty has had such a big impact on the skin care category, and now we’re starting to see that in the makeup category, as well,” said Yarden Horwitz, cofounder of Spate.

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Here, the top up-and-coming makeup brands, based on year-over-year growth in terms of U.S. monthly search volume. 

  1. Dibs Beauty: 4,845.4%
  2. Āthr Beauty: 994%
  3. Wonderskin: 319%
  4. Youthforia: 218%
  5. Perbelle: 161.1%
  6. Axiology: 152.5%
  7. Too Cool for School: 124.1%
  8. Glisten Cosmetics: 120.3%