The consumer heart wants what it wants — and it wants Rare Beauty.
Spate reports Selena Gomez’s beauty brand is the most Googled brand alongside both “Sephora” and “Ulta Beauty” — despite not being sold at the latter retailer.
In fact, as channel lines blur — a phenomenon Ulta has helped propel — consumers are searching for Sephora-exclusive brands like Glow Recipe and Sol de Janeiro at Ulta, which is the most searched specialty beauty retailer at 6.2 million monthly U.S. Google searches.
“Sephora-exclusive brands being searched alongside Sephora is not a new phenomenon; this highlights Sephora’s marketing of brands, and also that consumers find Ulta very accessible, and look to Ulta when it comes time to purchase,” said Yarden Horwitz, Spate cofounder.
Related Articles
K-beauty store Olive Young is the fastest-growing specialty beauty retailer, having seen a 45.5 percent increase in average U.S. monthly searches during the last year. The momentum has been largely driven by TikTok, where the brand has seen a month-over-month search growth rate of 329.7 percent.
At 6 million monthly Google searches, Sephora holds the number-two spot by both volume and growth, seeing a 30.9 percent year-over-year increase. Ulta-related Google searches, by comparison, have grown 7.4 percent year-over-year.
The top brands Google searched alongside Ulta Beauty, per Spate.
- Rare Beauty: 21,600 monthly searches
- Sol de Janeiro: 17,300 monthly searches
- Olaplex: 14,800 monthly searches
Top-growing brands searched alongside Ulta Beauty.
- Summer Fridays: 1,100 monthly searches, +256.7 percent
- K18: 1,400 monthly searches, +137.2 percent
- Glow Recipe: 2,600 monthly searches, +127.6 percent
Top brands searched alongside Sephora.
- Glossier: 23,200 monthly searches
- Rare Beauty: 15,500 monthly searches
- Sol de Janeiro: 10,900 monthly searches
Top-growing brands searched alongside Sephora.
- Summer Fridays: 1,700 monthly searches, +290.3 percent
- Drunk Elephant: 5,200 monthly searches, +191.2 percent
- Gisou: 1,200 monthly searches, +137.4 percent
