The most-Googled beauty brand for 2017

Emma Roberts on phone

It even beat the likes of Fenty Beauty

Google has just released their End of Year beauty lists, and the results for the most-searched beauty brand were definitely surprising. 

From Kim Kardashian’s KKW Beauty to Rihanna’s Fenty Beauty and Kylie Jenner’s continued domination with Kylie Cosmetics, 2017 has undoubtedly been the year of celebrity makeup collections.

Given the constant buzz around celebrity beauty brands, you would think one of them would reign supreme, right?

Well, according to Google this year’s most-searched brand was actually Ulta Beauty, with BH Cosmetics and LipSense coming in second and third place. Fenty Beauty hit the list at number eight, while neither a Kardashian nor Jenner made the cut.

Google also crunched the numbers on the top 10 most-searched beauty trends and it seems this year we were all about the beloved “beautyblender”, which scored first place. This little egg-shaped hero has fast become an essential makeup tool, so the obsession is totally warranted.

There also seemed to be a buzz around lashes, with “mink eyelashes” landing second place and “eyelash lift” coming fourth.

You can check out the full lists below:

Most-searched beauty brands

1. Ulta Beauty
2. BH Cosmetics
3. LipSense
4. Charlotte Tilbury
5. Milk Makeup
6. Benefit Cosmetics
7. Wet n Wild
8. Fenty Beauty
9. Huda Beauty
10. Finishing Touch Flawless

Most-searched beauty terms

1. Beautyblender
2. Mink lashes
3. Halloween makeup
4. Eyelash lift
5. Prom makeup
6. Nude makeup
7. Lip plumper
8. Skeleton makeup
9. Feather eyebrows
10. Lip gloss

Which beauty brand would you have expected to make the cut? Let us know in the comment section below.

Image credit: Getty

Erin Docherty is a Contributing Beauty Writer for BEAUTYcrew. She has a keen interest in cosmeceutical skin care and is currently working on minimising her 9-step skin care routine – because ain’t nobody got time for that. When she’s not writing about the latest beauty news, or applying copious amounts of serum, you can find her spending all her money in Sephora.