The Skin Care Ingredient Everyone Can’t Stop Googling in 2017

If Google is your go-to for all your most pressing beauty questions, you’re not alone. Luckily for us, Google decided to release their statistics for the most searched beauty trends of 2017, giving us an inside scoop on all of that search data that they've been storing behind the scenes. While face masks clocked in at number one this year overall (we already predicted that one), it was this widely searched skin care ingredient that really piqued our interest.

According to the Google report, clay was ranked the top-searched ingredient in the United States within the skin care category—yes, even over ingredient superstars like charcoal and cocoa butter. Unsurprisingly, the product most searched alongside this trending ingredient was mask, making it clear that clay-based face masks are the big beauty trend right now.

While the skin care benefits for clay are pretty vast, not everyone is familiar with them. Clay-based skin care is widely known for detoxing the skin and clearing out clogged pores, mainly selling in the form of face masks like the Fresh Umbrian Clay Purifying Mask ($62) and belif Peat Miracle Revital Clay Mask ($40)

However, the rising popularity of clay in skin care products isn’t the only thing Google discovered. Data also revealed that DIY-related beauty—specifically DIY face masks—was on the rise as well. Additionally, searches for vegan skin care have increased, with data showing that although still low in volume compared to other top trends, inquiries for vegan skin care have quickly grown by 83% year-over-year in the United States.

To sum up, 2017 is appearing to be the year of clay skin care products, plenty of face masks, and more vegan beauty products. Considering more and more retailers are opting for beauty products sourced from natural ingredients (i.e. clay) and less chemical ridden ones, we shouldn’t be too surprised by these findings.

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