Cult Beauty data shows Huda Beauty leading UK summer beauty searches with 172,979 queries. Charlotte Tilbury and Saie follow; fragrance and skincare trends emerge.
Alpha Score of 57 reflects moderate overall profile with strong momentum, poor value, strong quality. Based on 3 of 4 signals – score is capped at 90 until remaining data ingests.
Huda Beauty was the most-searched beauty brand in the UK this summer, according to internal search data from online retailer Cult Beauty. The brand recorded 172,979 searches during the April-to-July period, up from the same window last year.
Charlotte Tilbury came second with 157,513 searches, followed by Saie at 157,505. Hourglass, Patrick Ta, Kayali, Kosas, Summer Fridays, Byoma and Sol de Janeiro rounded out the top ten.
Cult Beauty’s in-house beauty expert Rina Teslica said the data shows two concurrent consumer priorities. “There’s a real appetite for that Hollywood, lit-from-within glow, but people are also more switched on than ever about looking after their skin barrier underneath it,” she said. “The brands doing well are the ones that so clearly let you have both.”
Huda Beauty’s lead was driven by its Easy Bake and #FauxFilter ranges, which are formulated to hold up in heatwave conditions. Charlotte Tilbury’s sun-kissed finish and Saie’s no-makeup makeup approach also gained traction as holiday-appropriate looks.
Fragrance was a notable sub-trend. Kayali’s Vanilla 28 scent proved popular, while Byoma’s barrier-first skincare climbed the list, suggesting shoppers balanced glow with skin protection after summer exposure.
Hourglass held its position with the Ambient Lighting range, and Patrick Ta’s Major Glow line saw a similar surge. Kosas blurred the line between makeup and skincare with botanical formulas, and Summer Fridays remained a go-to for travel-recovery products.
The data reflects consumer search behaviour on Cult Beauty’s platform and does not include broader market share or revenue figures.
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