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Sandra Halliday Published
September 2, 2025
It seems eyeliner is likely to be a big make-up priority this autumn as searches for the product have been rising fast among both women and men.
The team at Note Cosmetics delved into beauty trend data and found that searches for eyeliner on men (or ‘guyliner’) have risen over 282%.
In fact, it's the top up-and-coming make up trend of all based on search rises, ahead of violet mascara, which is in second place and up 200%. Looking back at eyeliner, searches for graphic liner are the third-highest riser, being up more than 191% and in seventh place, searches for white eyeliner are up nearly 39%.
Elsewhere on the list, blue mascara is up nearly 79%, black lipstick over 58%, red lipstick 44%, frosted lipstick nearly 36% and stained lips over 33%.
That said, the most popular beauty trend of 2025 so far is Gua sha, the wrinkle-reducing option that has had over 642,000 searches this year alone. It has also seen a 660% increase in popularity.
Other beauty trends seeing a surge in popularity include slugging, collagen supplements, microblading and soap brows.
And contouring “has remained a general crowd pleaser, staying at the top of most popular trends in 2025 and 2025”. But smoky eyes are seeing a drop.