Cosmetify ranked the top beauty brands in the US, according to searches, in the new edition of the Cosmetify Index Report.

And—the results are a lot different from Cosmetify’s rankings last year.

ColourPop Cosmetics is now #1 in America, followed by Lush and Glossier.

Here is a closer look at the rankings by state. 

The Top 10 Beauty Brands in the US, Ranked by Search Volume

• 1. ColourPop Cosmetics—6,883,000 annual searches. 


• 2. Lush—5,668,000 annual searches


• 3. Glossier—5,034,000 annual searches


• 4. Morphe—4,982,000 annual searches


• 5. Olaplex—4,641,000 annual searches


• 6. The Body Shop—4,056,000 annual searches


• 7. Clinique—3,171,000 annual searches


• 8. Kiehl’s—2,937,000 annual searches


• 9. Estee Lauder—2,906,000 annual searches


• 10. Beautycounter—2,626,000 annual searches

How Brands Were Ranked

Cosmetify’s team compiled an extensive list of several hundred beauty brands, and used Google Keyword Planner to collect the number of annual US searches for each brand.

The brands were ranked in terms of “most-searched,” which Cosmetify uses as a measure of popularity.

Next, Cosmetify’s team took the top 100 beauty brands, ranked in terms of national search volume, and collected search data that combined the brand name with a product type.   

Cosmetify also ranked the most popular products.

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