America’s Favorite Asian Cosmetic Brands

The beauty industry is one of the fastest responding and complex industries. This highly competitive market means cosmetic brands constantly need to stay on their toes and release products that match the public interest, or they’re left behind.

Over the last few years, with the rise of social media and readily available cameras, there’s been a shift in how society views the beauty industry, particularly with the younger generations. The market has become more competitive and brand loyalty has dropped; if there’s a better-quality product then consumers are much more likely to change for quality and performance.

One of the largest and most impacting changes to hit the western beauty industry has been K-beauty and J-beauty trends from South Korea and Japan. This has been spurred on with the help of Korean and Japanese pop stars, such as BTS, a seven-member boy band known for their signature looks which make use of makeup to look as good as possible.

South Korea’s beauty industry is innovative and fast paced, while the rest of the world plays catch up. Combined with a beauty industry worth over $13bn, we can see why the market is becoming so competitive.

Which made us wonder what America’s favorite Asian beauty brands were.

With the help from Google Ad Tools, we constructed a map by compiling a list of 75 of the most popular Asian beauty brands. Using historical data from Google, we calculated the search volume of each brand over the last 12 months to find out the favorite beauty brand of each state.

The overall most popular Asian brand was Shiseido which came top across 34 states, while Cure was our 2nd most popular brand coming top in 13 states.

 America’s Favorite Product Type

After exploring the most popular Asian brands across the country, we were curious to see which where America’s most popular product types over the last 12 months.

To our surprise, we found that the most popularly searched product was face masks, which dominated across 35 states, with Californians being the most obsessed.

Contour was our second most popular product type, coming top across 8 states. Arizona had the highest number of searches for contour over the last 12 months.

We found that foundation was the most popular product type across 7 states, with the greatest number of searches in Washington.

Lip gloss slipped in as the most popular product type across 2 states. Maryland was the most popular, with Mississippi coming in second.


  • Google Ads Historic Data –
  • Our full data can be found here.
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