Many surveys claiming to reveal the world’s most searched for beauty brands frequently don’t stand up to scrutiny. Indie brands routinely make the listings and yet their sales don’t seem to match their rankings.

Tajmeeli, the cosmetic surgery education site owned by RealSelf, the US healthcare marketplace, has curated data from 108 countries, including Australia, to come up with its candidates for the world’s most searched for beauty brands and it corresponds with the global revenues of some of the biggest brand names in the business.

L’Oréal Paris, the world’s largest single beauty brand, topped the rankings in 25 countries. Covergirl took out second place, followed by Maybelline New York, NYX Professional and Avon.

Celebrity brands also lived up to their hype with Rihanna’s Fenty taking out fourth position and Kylie Cosmetics securing the number nine position to tie with Dior. In the US, Kim Kardashian’s KKW Beauty was the number one ranked celebrity beauty brand.

US data tracker, Skincare Hero, has released a list of the world’s most searched for skincare ingredients, which also matches dominant trends.

Aloe vera took out the top spot in 37 countries.

In Australia, the US and Canada, hyaluronic acid was the most searched for skincare ingredient.

Retinol and vitamin C came in third and fourth globally.

What are consumers looking for when they search for ingredient information?

Safety comes first, followed by side-effects, proper application and usage instructions.

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