A new study by Ethos Aesthetics and Wellness has revealed that New York is the state most interested in beauty and skin care in the United States. The company analyzed an extensive list of beauty and skin care-related terms on Google Keyword Planner to find out how frequently each state has been searching for beauty and skin care-related terms during the last year. These terms were combined to reveal each state's monthly average searches per 100,000 people.
New York had 3,620 searches per month per 100,000 people and recorded the highest search levels for 79 beauty and skin care terms, including hairstyle, manicure, lip gloss, nail polish, hair oil, lipstick, lip balm, face oils, best blush and vegan makeup.
Colorado (3,482 monthly searches per 100,000 people), California (3,454 monthly searches per 100,000 people), New Jersey (3,292 monthly searches per 100,000 people) and Virginia (3,207 monthly searches per 100,000 people) round out the top five.
Colorado had the highest search levels for 14 related terms, including long hairstyles, best skin care routine, how to use contour and temporary hair color. California showed the most interest in 88 related terms, including eczema skin care, best setting spray, best drugstore setting powder and hair growth serum.
Nevada was the sixth highest on the list (3,198 monthly searches per 100,000 people) despite only having the highest number of searches for only one related term - color corrector makeup.
Utah was the seventh most skin care and beauty-loving state, with 3,089 average monthly searches per 100,000 people) and the highest number of searches in 11 related terms, including short hairstyles for men, best long hairstyles for men, best heat protectant spray and best false eyelashes. Rounding out the top 10 were Hawaii (3,071 per 100,000 people), Maryland (3,058 per 100,000 people) and Oregon (3,049 per 100,000), respectively.
A spokesperson for Ethos Aesthetics and Wellness said, "The beauty and cosmetics industry is forever evolving alongside the latest technologies and platforms, which are highly influential for its consumers. Social media platforms such as TikTok and YouTube are the fastest ways in which companies can put forward and showcase their new products, assess the current market to see the latest trends and competing brands, and keep track of who's hot and who's not in the industry to help with possible future collaborations. This study is an exciting insight into the states which are significantly interested in all things beauty and skincare, with some of the most self-expressive and fashion-forward states, such as New York and California, proving their reputations by ranking so highly."