A new study has revealed that New York is the state most in love with beauty and skincare in America, over any other state. 
 
The research conducted by health and wellness experts at Ethos Aesthetics and Wellness analyzed an extensive list of beauty and skincare-related terms on Google Keyword Planner to find out how frequently, over the past year, each state has been searching for beauty and skincare-related terms. These terms were combined to reveal each state’s monthly average searches per 100,000 people.  
 
A spokesperson for Ethos Aesthetics and Wellness remarked: “This study is an exciting insight into the states which are significantly interested in all things beauty and skincare, with some of the most self-expressive and fashion-forward states, such as New York and California, proving their reputations by ranking so highly.” 
 
Earlier this year, Nature and Bloom did a similar ranking focused exclusively on skincare searches.

Top 10 Most Beauty & Skincare Obsessed States in America

1. New York
New York topped the list as the state that loves all things beauty and skincare the most in America. With 3,620 searches per month per 100,000 people, this state dominated the list with the highest search levels for 79 beauty and skincare terms, including ‘hairstyles,’ ‘manicure,’ ‘lip gloss,’ ‘nail polish,’ ‘hair oil,’ ‘lipstick,’ ‘lip balm,’ ‘face oils,’ ‘best blush’ and ‘vegan makeup.’  
 
2. Colorado
The second state which loves beauty and skincare the most is Colorado. Searches for beauty and skincare-related terms in this state average 3,482 per month per 100,000 people, and the state has the highest search levels for 14 related terms, including ‘long hairstyles,’ ‘best skincare routine,’ ‘how to use contour’ and ‘temporary hair color.’  
 
3. California
California places third with an average monthly search volume of 3,454 per 100,000 people. This state is most interested in 88 related terms, such as ‘eczema skincare,’ ‘best setting spray,’ ‘best drugstore setting powder’ and ‘hair growth serum.’  
 
4. New Jersey and 5. Virginia
The fourth most skincare and beauty-hooked state is New Jersey, which has the highest number of searches for 12 related terms, as opposed to Virginia, which ranks fifth despite having the highest number of searches for 15 related terms. New Jersey searches, on average, around 3,292 times per month per 100,000 people for the terms compared to Virginia, searching 3,207 times per month per 100,000 people. 
 
6. Nevada
In sixth place is Nevada; despite the state having the highest number of searches for only one related term, ‘color corrector makeup,’ this state searches on average around 3,198 times per month per 100,000 people for beauty and skincare-related terms. 
 
7. Utah
Utah is the seventh most skincare and beauty-loving state, with the highest number of searches in 11 related terms, including ‘short hairstyles for men,’ ‘best long hairstyles for men,’ ‘best heat protectant spray’ and ‘best false eyelashes.’ This state has an average monthly search volume of 3,089 per 100,000 people. 
 
8. Hawaii and 9. Maryland
Hawaii and Maryland rank eighth and ninth, with Hawaii having the highest number of searches for 35 related terms and Maryland having eight. Hawaii has an average monthly search volume of 3,071 per 100,000 people compared to Maryland, with 3,058 for beauty and skincare-related terms. 
 
10. Oregon
In tenth place is Oregon, which has the highest number of searches for 16 beauty and skincare-related terms, including ‘best lip stain,’ ‘best skin exfoliator’ and ‘face spf moisturizer.’ This state is searching at an average of 3,049 times per month per 100,000 people. 

More Beauty Insights

Skincare and beauty experts at Landys Chemist recently analyzed public search trends and interest to identify the biggest brands and trends in the skincare industry this year. Here are the top 10 most popular skincare products in 2023.