6 Trends in Beauty: Rouge Decorté Lipstick, 'Unrecognizable' Makeup, Berry Beauty, Numbuzin Panthenol Skin Serum, Etc.

This report expands on Cosmetics & Toiletries' Consumer Pulse videos on the socials. It highlights the latest emerging trends in consumer searches and hashtags related to cosmetics and skin care. This edition includes: Rouge Decorté Cream Glow Lipstick, hemoglobin red color theory and the mind-skin connection, raspberry scent and berry blush, panthenol serum and Numbuzin's galvanic and micro pantothenic acid serum, makeup tutorials with Nikki, Radiant Cosmetics nail growth oil, "unrecognizable" makeup and more. Following are growth statistics on searches, notes on possible drivers, plus a deeper dive into three that caught our interest.

See the previous 10 Trends in Beauty report.

1. Makeup Tutorial with Nikki (+1,200%, past 2 weeks, Google Trends) - there are numerous makeup tutorials, as you can imagine, but those that rise to the top in my quick Google search relate to Nikkie de Jager, a transgender Dutch makeup artist, model and vlogger on YouTube. In 2017, with nearly 14 million subscribers at the time, she was named one of the top ten beauty influencers by Forbes.
2. Radiant Cosmetics nail growth oil (+1,000%, past 2 weeks, Google Trends) - Radiant Cosmetics' nail growth oil has been trending on Instagram and TikTok in the past month; one TikTok video, for example, posted in November 2024, has more than 8.5 million plays. Per the company website, this organic product is designed to moisturize, strengthen and brighten nails, with visible results in 1-3 weeks.
3. Unrecognizable makeup aka "catfish makeup" (+650%, past 2 weeks, Google Trends) - Featured in TikTok tutorials, the "unrecognizable makeup" trend is described as applying makeup so well that you don't look like the same person. Per Bustle, people do it to entirely transform their look or mood, or when they "feel like catfishing;" i.e., using a fake identity to trick or control others.
4. Decorté Cosmetics Decollete Rouge, Decollete Cream Glow, Cosmetics Decollete Lip (searches in Japanese; +150-300%) - see below
5. Berry beauty - raspberry (+363.3%, past 1 year, Spate) and berry blush (+96.3%, past one year, Spate) - see below
6. Panthenol serum (+1,329%, past 5 years, Exploding Topics) - see below

Rouge Decorté Cream Glow Lipstick, Hemoglobin Red Color Theory and Mind-skin Connection

Several news headlines are highlighting the Rouge Decorté Cream Glow lipstick, which was released on Jan. 16, 2025, by the luxury Japanese cosmetic brand Decorté, according to the source Biteki. Google Trends recorded a 150-300% increase in searches for the product within the past two weeks. Per Biteki, one reason the lipstick is popular is that "it was born from the idea of ​​making each person's skin and bone structure look beautiful."

The source VoCe added a key point is that the product comes in "carefully selected" colors to make any skin tone or skin type look beautiful. "The reason [the products] blend so well with the skin is because all the colors contain the vivid red pigment Hemoglobin Red. It gives you a natural, healthy glow, like you're wearing a light layer of red lipstick." (Editor's note: I did not find the ingredient "Hemoglobin Red" in the INCI Dictionary.)

VoCe continued, "[the products are] based on a unique color theory that focuses on naturally blending the difference between the complexion of the skin and lips. [T]he colors derived from the complexion of the skin and lips blend in with the impression of the face, creating a naturally lively expression." What's more, the products have a smooth, silky texture and are designed to melt at body temperature. "The more you apply it, the more your mind will relax," VoCe noted, giving a mind-body "spin" to the collection.

The product website claims the long-wearing lipsticks "enhance the beauty and uniqueness of each person who wears them." Available in 51 shades and five different textures (shine, glow, satin, velvet and matte), each texture blends into the lips "while highlighting individuality." Customers can find their perfect shade and finish with the brand's virtual try-on service.

Formulated with the company's proprietary skin care Liposome Technology and encapsulated ingredients, the moisturizing capsule is said to leave lips soft and supple while the color capsule ensures lasting, vibrant color and a smooth finish.

Ingredients: Rouge Decorté Matte in Color 48, Runway Mode: Silica, Isotridecyl Isononanoate, Ethylhexyl Palmitate, Dimethicone, Polyglyceryl-2 Triisostearate, Polymethyl Methacrylate, Dimethicone/Vinyl Dimethicone Crosspolymer, Paraffin, Ethylene/Propylene Copolymer, Polyhydroxystearic Acid, Silica Dimethyl Silylate, Astrocaryum Murumuru Seed Butter, Citrus Limon (Lemon) Fruit Extract, Jasminum Sambac (Jasmine) Flower Extract, Malva Sylvestris (Mallow) Extract, Rosa Damascena Flower Extract, Tocopherol, Alcohol, Aluminum Hydroxide, BHT, Butylene Glycol, Calcium Aluminum Borosilicate, Calcium Carbonate, Cellulose, Dipropylene Glycol, Hydrogen Dimethicone, Lecithin, Methyl Methacrylate Crosspolymer, Microcrystalline Wax/Cera Microcristallina/Cire Microcristalline, Mineral Oil/Paraffinum Liquidum/Huile Minérale, PEG-9 Polydimethylsiloxyethyl Dimethicone, Perfluorohexylethyl Triethoxysilane, Squalane, Synthetic Wax, Water/Aqua/Eau, Xanthan Gum, Phenoxyethanol, Fragrance (Parfum); may contain (+/-): Bismuth Oxychloride (CI 77163), Iron Oxides (CI 77491), Iron Oxides (CI 77499), Mica, Titanium Dioxide (CI 77891), Red 7 (CI 15850), Yellow 5 Lake (CI 19140).

Berry Beauty: Raspberry Scent and Berry Blush

According to Spate's new Popularity Index, two of the fastest-growing berry beauty trends in the U.S. are raspberry perfume and berry blush. "Raspberry ... is experiencing a surge in popularity," the source reported. "This trend has grown by +363.6% compared to last year, and across platforms. Google Search owns this trend, holding a 72.2% popularity share."

Spate adds that while this trend currently has low popularity across platforms, it represents an emerging opportunity. Also, the rising interest is not limited to raspberry alone; searches like black raspberry vanilla perfume, vanilla and raspberry perfume, and blue raspberry perfume highlight "a love for raspberry paired with other scents, particularly vanilla." Per the source, these scents fall under the gourmand category (edible, sweet scents), which has been especially popular lately (+182.1% year-over-year growth across platforms).

Interest in berry blush has grown as well, with an increase of 96.3% compared to last year. Per Spate, the trend receives an average of 471.9K weekly views on TikTok. Brands dominating Google searches include Milani berry amore blush, Elf berry well blush, Revlon matte powder blush blushing berry, Physicians formula organic wear dewy blush elixir pink berry and Honest Beauty cream blush plum berry. "Food-inspired makeup has significant potential," noted Spate. "We anticipate a wide range of culinary influences inspiring new shades and textures across blush, eyeshadow, lipstick and more."

Panthenol Skin Care Serum, Numbuzin's Galvanic and Micro Pantothenic Acid Serum

Finally, Exploding Topics reports rising interest in panthenol serum, based on a 1,329% growth in searches over the past 5 years. In December 2024 alone, such products registered 1.6K in global Google search volume. Per the source, panthenol, derived from vitamin B5, is known for its hydrating and skin-soothing properties, helping to decrease transepidermal water loss and thereby keep skin moisturized. This, in turn, makes the skin feel more supple and appear healthier.

According to Exploding Topics, panthenol serums are typically made with 5% panthenol but concentrations as low as 1% can be effective. Trending panthenol serums include those from Korean brands like Beauty of Joseon and Numbuzin. Related products trending in this space include thick panthenol cream balms, panthenol toners to calm irritation and repair skin and panthenol moisturizers.

For example, Numbuzin's No. 1 Pantothenic B5 Active Soothing Serum is said to offer a lightweight, hydrating solution for daily skin care. It soothes irritated skin and tightens pores with its "12-type hyaluronic acid complex." Key benefits include enhancing skin moisture retention, reducing sebum and improving skin texture. It is positioned as ideal for calming sensitive skin and delivering a fresh, dewy glow.

While the full ingredient disclosure was not apparent on the product website, the brand states the following in terms of ingredients: "The format of galvanic pantothenic acid delivers enhanced absorption of 1/250 smaller pantothenic acid to effectively address potential causes of breakouts. In addition, beta-glucan helps repair and fortify barrier functions of compromised skin. [The product's] Soothing Booster Synergy formula supports healthy sebum control and more efficacious soothing results, with the benefits of dipotassium glycyrrhizate, niacinamide, Sophora angustifolia root extract, micro pantothenic acid, beta-sitosterol and ACZero complex of 7 plant extracts. 4% Niacinamide helps reduce the visibility of red, dark post-acne marks for smooth, even complexion."