Cosmetify just launched its annual Cosmetify Index, ranking the top beauty brands in the US—in terms of search volume.

Getting a closer look at a brand’s popularity based on location, the team collected the search data for each brand and brand-product combination for each US state—as well as for the 50 most populous US cities.

The map above reveals how beauty preferences differ around the country, from state to state.

ColourPop Cosmetics dominates most of the US market, according to Cosmetify—but Glossier, Lush, Beautycounter, Aveda, Wet ‘n Wild, and Olaplex rank #1 in some states.

7 Brands Are #1 in the US—In These States 

• ColourPop ranks highest in most states in the US.


• Lush won over 9 states—Colorado, Illinois, Maine, Maryland, New Hampshire, Rhode Island, Oregon, Virginia, and Washington.


• Glossier is the top pick on the East Coast—in Connecticut, Massachusettes, New Jersey, New York, and Vermont.


• Beautycounter ranks #1 in Montana and South Dakota. 


• Aveda ranks #1 in Minnnesota


• Olaplex is most loved in Florida 


• Wet n Wild is most loved in Nevada.