The questions (and
people) we had to Google this year made most of us want to scream into a void. But there were other more shining memories — like when we all learned how to watch the solar eclipse together, made slime, or collectively swooned over Meghan Markle's and Prince Harry's engagement.
10. Finishing Touch Flawless This white-and-gold tube came out of nowhere this year — and then it was everywhere. In our YouTube videos, across our Instagram pages, and on our commutes to work (yes, we even spotted someone using it on the train). No, it's not a stick foundation — it's a pain-free hair-removal device. (And the top-selling one on Amazon, to boot.)
9. Huda Beauty This year, Huda Beauty unveiled a ton of new products, most notably its #FauxFilter Foundation. But that's not the only reason people were Googling it. The collection sparked an I nternet debate, with some fans accusing the beauty mogul of "copying" Fenty Beauty's Pro Filt'r Foundation, which launched a month prior and shares a similar name and shade range. Whichever side you're on, what's important is that more brands are creating inclusive options for everyone — which should already be an industry standard across the board.
8. Fenty Beauty It was the beauty launch heard 'round the world — thanks to Rihanna dropping 40 foundations in 17 countries overnight. Soon, it was winning awards and people and celebrities were sharing their stories about what the inclusive shade range meant to them. Now, the rest of the beauty industry is racing to catch up.
7. Wet n Wild We've always loved Wet n Wild for its affordable, quality formulas. But the brand made headlines in October when it hired Diandra Forrest to be the first woman with albinism to front a major beauty campaign. " Breaking Beauty" shined a light on marginalized groups and helped to shatter beauty stereotypes worldwide. More of this in 2018, please.
6. Benefit Cosmetics Benefit has a growing global fanbase, thanks to its impressive formulas and cheeky packaging. The one place the company truly shines? Brows. That's why, when the brand announced it was voluntarily recalling its top-selling brow gel, we couldn't fathom the thought of living without it (even temporarily) and took to the Internet to cope.
5. Milk Makeup Right out of the gate, this brand set out to prove that beauty is for everyone, with buzzed-about campaigns that challenged gender norms and outdated beauty "rules." Another top-searched item? Its already cult-worthy, holographic highlighter.
4. Charlotte Tilbury Catherine Zeta Jones, Penelope Cruz, Amal Clooney, Nicole Kidman — Charlotte Tilbury's client list reads like an Oscars seating chart. So, it's no surprise why everyone's interest is piqued each time she launched a new product from her eponymous, Hollywood-inspired line.
2. BH Cosmetics Made popular thanks to beauty collabs with influencers such as Raye Boyce a.k.a ItsMyRayeRaye and Carli Bybel, BH Cosmetics became our new go-to for high-impact eye shadow palettes and affordable brush sets. The best part, however, is that nothing seems to be over $35 — so you can feel free to splurge without blowing your budget.
1. Ulta Beauty No surprise here: Ulta Beauty is the reigning champ of Google searches in 2017. The retailer carries practically every beauty product imaginable, including your favorite luxury brands and drugstore essentials. But the real reason we keep typing that name into Google? To see if it's having a sale. (Spoiler alert: It is.)
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