Beauty retailer Justmylook recently published an extensive report looking into consumer base product routines, practices, and preferences worldwide. The UK-based company, which stocks more than 7,000 products from over 300 brands, analyzed Google search volumes, Statista data, and Google trends to compile its report, entitled The Face of the Nation.

In a move away from full-coverage looks of recent years and towards more skincare-focused approaches, BB cream was deemed the most popular form of foundation, applied with a Beauty Blender. In regards to brand choices, Clarins, Maybelline, and NARS nabbed top spots in terms of popularity worldwide, proving that skincare benefits, affordable pricing, and inclusive color ranges were some of the most important purchase factors. Fenty dominated Google searches, while MAC had the largest social media-generated post numbers—one a game-changing,celebrity-backed entry, and the other a household name with an artistry background, but both equal displays of marketing masterclasses.

Top Foundation Tools

• 71.1% Beauty Blender (91 countries)
• 16.1% Makeup sponge (19 countries)
• 6.8% Makeup brush (8 countries)

Most Popular Foundation Finishes

• 59.1% BB cream (65 countries)
• 13.6% Matte foundation (15 countries)
• 11.8% Dewy finish (12 countries)
• 7.3% Long-wear foundation (8 countries)
• 2.7% Flawless finish foundation (3 countries)
• 1.8% Airbrush foundation (2 countries)
• 1.8% CC cream (2 countries)
• 1.8% Full coverage foundation (2 countries)

Top-Selling Foundation Brands (Globally)

• Clarins (29 countries)
• Maybelline (25 countries)
• NARS (11 countries)
• MAC (11 countries)
• Benefit (10 countries)
• Fenty (9 countries)
• Estée Lauder (8 countries)
• L'Oréal (7 countries)
• Huda Beauty (4 countries)
• BareMinerals (3 countries)

Trending Brands on Google

• Fenty Beauty 3,350,000 searches
• Estée Lauder 368,000 searches
• Dior 301,000 searches
• Wet 'n' Wild 165,000 searches
• Urban Decay 40,500 searches
• Mac 33,100 searches
• Glossier 27,100 searches
• E.l.f. 19,200 searches
• Catrice 12,100 searches
• NYX 1,600 searches

Top 10 Foundation Brands in the UK

• NARS
• Boots No. 7
• Rimmel
• Max Factor
• Maybelline
• L'Oréal
• Avon
• MAC
• Clinique
• BareMinerals

Top 10 Beauty Brands on Instagram

• MAC (29,700,000 posts)
• Huda Beauty (28,800,000 posts)
• Urban Decay (11,500,000 posts)
• Sephora (10,000,000 posts)
• NYX (8,400,000 posts)
• L'Oreal (7,500,000 posts)
• Maybelline (6,500,000 posts)
• Fenty Beauty. (5,100,000 posts)
• NARS (5,100,000 posts)
• Benefit (3,100,000 posts)