This Over 50 Makeup Brand Surged in Searches This Year

As the year comes to a close, it’s nice to take a moment to reflect on the past 365 days. Curious minds (ours) couldn’t help but wonder what the up-and-coming, hottest beauty brands of 2024 were, and we didn’t want to leave it up to opinion, so we asked Spate to share their insight into which brands grew the most in searches this year. The data they shared zeroed in on the average search volume per month over the past year to pinpoint which brands saw the most significant rise in interest year over year. We curated a list of the top 10 according to the data and shared some product suggestions for you to try.

Beauty Brands That Saw the Biggest Increase in Searches in 2024

1 / 10

Laura Geller Beauty

Founded by former celebrity makeup artist Laura Geller, this brand has been a favorite in the over-50 crowd for years, with products made with mature skin in mind. However, with a 106.2K jump in monthly searches over the past year, the most notable of the list, we think more people have discovered the incredible products. They count Fran Drescher, Paulina Porizkova and Bethenny Frankel among their vocal fans.

Products to try: Serum Blush Cheek Tint ($28), Baked Balance-n-Brighten Color Correcting Foundation ($36)

2 / 10

Saie Beauty

Saie Beauty is the ultimate clean girl line with eco-friendly formulas and skin-care-based makeup for that perfect no-makeup makeup look. The brand shot up 23.8K in monthly searches, indicating they’re on a roll that doesn’t seem to be stopping any time soon.

Products to try: Slip Tint Tinted Moisturizer ($36), Dew Blush ($25)

3 / 10

Tower 28

This trendy brand seems to just be getting better with age as they climbed 23.6K in searches year over year. We’re not sure which we love more, the skin care or makeup, and we’re glad we don’t have to choose. 

Products to try: SOS Rescue Spray ($28), Make Waves Mascara ($20)

4 / 10

Judydoll

We predict this new-to-us C-beauty brand will make an even bigger splash in 2025. This year the brand saw a 21.3K surge in searches, indicating their reign has only just begun.

Products to try: Ice Watery Lip Gloss ($14), 3D Curling Eyelash Iron Mascara ($14)

5 / 10

Haus Labs by Lady Gaga

We knew it was safe to trust a makeup brand created by Lady Gaga, and we were so right. Ever since its launch, Haus Labs has put out hit after hit, and they just keep coming.

Products to try: Triclone Skin Tech Medium Coverage Foundation ($49), Triclone Skin Tech Hydrating + De-Puffing Concealer ($32)

6 / 10

Flower Knows

This coquette brand leans into the Rococo aesthetic in a delightful way. The products will look just as gorgeous on your counter as on your skin.

Products to try: Violet Strawberry Rococo Glowy Lip ($22), Violet Strawberry Rococo Embossed Blush ($28)

7 / 10

Huda Beauty

Huda Beauty offers skin care, makeup and fragrances, with one more popular than the next. It’s truly a one-stop shop for beauty aficionados.

Products to try: Kayali Vanilla 28 ($32), Easy Bake Fragrance-Free Loose Baking and Setting Powder ($38)

8 / 10

Jones Road Beauty

It’s common sense that a fresh, no-makeup makeup brand from the mind of Bobbi Brown would be good, but we didn’t know just how good until we tried Jones Road Beauty. With a handful of viral products, we’re not surprised their searches jumped this year.

Products to try: What The Foundation ($44), Miracle Balm ($38)

9 / 10

Danessa Myricks Beauty

There’s something special about the way Danessa Myricks plays with color, offering some of the most striking, pigmented shades for eyes and lips and expansive offerings for foundations. We’re excited to see that she’s getting her flowers because they’re well deserved.

Products to try: Yummy Skin Blurring Balm Powder ($36), Groundwork: Defining Neutrals – Palette For Eyes, Brows, Face & Lips ($65)

10 / 10

YSL Beauty

This timeless luxe brand clearly still has some tricks up its sleeve. Although the most modest spike in searches on the list, YSL Beauty’s resurgence was notable with viral moments and solid new launches.

Products to try: Lash Clash Extreme Volume Mascara ($32), Candy Glaze Lip Gloss Stick ($42)