DIY beauty trend: a closer look

By Lucy Whitehouse

- Last updated on GMT

DIY beauty trend: a closer look

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DIY beauty has been in the spotlight lately, and now Google as picked it out as one of four key trends for the industry to watch.

Google highlighted the rising dominance of DIY beauty in its recent Beauty Trends 2017 report, which used data for the most popular searched terms globally.

Here, we take a closer look at the DIY trend, digging behind the surface to consider what opportunities and challenges it could pose.

Trend overview

Google’s report finds that the DIY trend is closely related to the ever-dominant consumer demand for naturals and to food’s growing impact on beauty generally.

According to the internet giant, the trend is particularly visible in the global consumer interest in masks and masking.

One particularly interesting and relevant insight to note from the Google report is the clear shift in language being seen, away from the term ‘homemade’ to that of ‘DIY’.

Searches that specifically include the term “DIY” are growing by 38%, while searches that include the terms “recipe” or “homemade” are declining overall.

“Brands should note these shifting language preferences and index more towards the phrase DIY in order to better reach target audiences.”

This shift may be due to consumer reluctance to forego the perceived safety that comes from brand-certified products and ingredients, while still being interested in a hands-on approach to product curation.

Why DIY?

One company, MMTUM in Canada, recently launched a brand that is dedicated to creatively commercialising DIY’s potential in beauty.

The brand, Oleum Vera,​ reportedly looks to respond to a possible future where consumers invest in more personal skin care solutions.

As our reporter Deanna Utroske has written, Oleum Vera is preempting a future “where branded kits or product portfolios strike a balance between being made by trusted companies and delivering the homegrown wisdom and remedies of friends.”

Jonathan Coutu, founder and CEO of Oleum Vera, said of the launch: “I believe many of us are now looking to get back to basics: a few carefully sourced, natural ingredients rather than a list of 20 unpronounceable ones.”

About the Google Beauty Trends report

The Google report identifies and compares consumer habits and demands​ across three key global markets: the US, France and Japan.

To compile the report, Google pulled top volume queries related to the beauty category and looked at their monthly volume from September 2014 to September 2016.

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