Beauty is, for all intents and purposes, an international language. You needn't download Google Translate on your iPhone to understand lipstick or know you like someone's hair colour [1], and you certainly don't need frequent flyer miles to be well-versed in buzzy beauty brands [2].
As it turns out, many of the cosmetics companies you know and love have an even bigger reach around the world. According to global beauty discovery platform Cosmetify [3], which analysed the monthly search data across more than 1,500 beauty brands in each country, some have ballooned in popularity in certain markets more than others — and the findings are downright fascinating, to say the least.
Kylie Cosmetics, for example, is one of the most-searched brands in more than 10 countries (perhaps a reason it was recently acquired by Coty [4]?), while brands like Glossier and RMK are only popular in one or two. You could hover over the "buy now" button on Priceline to ask people yourself, or you could just keep reading for the biggest brands of 2019 around the world.
France: Yves Rocher
French-born brand Yves Rocher — which carries an array of body care, skin care, makeup, and fragrance — had perhaps had the biggest global reach across the board, reaching countless markets in the EU like Germany, Spain, Belgium, Austria, Sweden, Netherlands, Poland, Portugal, as well as Canada, Mexico, Turkey, Russia, Ukraine.
Shown here: Yves Rocher Riche Creme Comforting Anti Wrinkle Cream [5] ($40)
Jordan: Huda Beauty
Given Huda Kattan's Arabic-American background, it's no surprise her eponymous beauty brand Huda Beauty has garnered followers in Middle Eastern countries like Qatar, Lebanon, Kuwait, Jordan, and Palestine, as well as others including Bangladesh and Pakistan.
Shown here: Huda Beauty Desert Dusk Eye Shadow Palette [6] ($65)
UK: The Body Shop
It's not just the UK where The Body Shop's reach is huge; the skincare brand is all over the map, amassing lots of searches from people in Australia, Vietnam, Saudi Arabia, New Zealand, Malasia, Norway, Indonesia, Denmark, too.
Shown here: The Body Shop Shea Body Butter [7] ($7)
Costa Rica: Kylie Cosmetics
Despite its roots in the US, Kylie Jenner's line Kylie Cosmetics is most popular on the coastline of the Caribbean Sea in countries including Costa Rica, Panama, Dominican Republic, and Venezuela, but also others like Iceland, Ecuador, and Honduras.
Shown here: Kylie Cosmetics Kylie's Coconut + Bare Lip Kit Combo [8]
Bahamas: Fenty Beauty
It's no surprise that Rihanna [9]'s home country of Bahamas pushed her cosmetics brand Fenty Beauty to the top, but it's also popular in neighbouring Caribbean islands Jamaica and Antigua and Barbuda, as well as the Maldives.
Shown here: Fenty Beauty Pro Filt'r Soft Matte Longwear Foundation [10] ($34)
India: Dove
You can likely blame Dove's affordable price and accessibility for its widespread use and interest across the world. The brand was the most-searched in countries like India, Kenya, Cambodia, Afghanistan, Ethiopia, Ghana, Belize, Rwanda, Nigeria, Zimbabwe, and the Philippines.
Shown here: Dove Deep Moisture Nourishing Body Wash [11] ($9)
Israel: Clinique
Clinique's dramatically different approach to skin care and makeup is likely behind its booming popularity in drier climate countries like Israel, Cyprus, Togo, and Burkina Faso.
Shown here:Clinique Dramatically Different Moisturising Gel [12] ($27)
USA: Glossier
The US's favourite beauty brand of 2019 is Glossier, and it's the only country where the company came out on top (although we have a feeling that might change soon, given Glossier just launched a pop-up in London [13].)
Shown here: Glossier Balm Dotcom [14] ($12)
Brazil: Maybelline
You may think of Maybelline as one of the most beloved US drugstore brands, but it also has major reach in South American countries like Brazil, Argentina, Chile, Peru, Uruguay, in addition to Egypt and Serbia.
Shown here: Maybelline New York Makeup Great Lash Mascara [15] ($5)
Singapore: Estée Lauder
Prestige beauty brand Estée Lauder — known for its luxury skincare, makeup, and fragrances — is booming in searches across Thailand, Greece, Singapore, and Lao.
Shown here: Estée Lauder Advanced Night Repair Synchronized Recovery Complex II Serum [16] ($70)
Japan: RMK
RMK may be a lesser known beauty brand here in the US, but it's a top-selling (and most widely searched) makeup company in Japan and Estonia.
Shown here: RMK Make Up Base [17] ($26)
Bolivia: Nivea
Skin and body care brand Nivea has found fans in South American countries like Bolivia as well as West African country Benin.
Shown here: Nivea Essentially Enriched Lotion [18] ($5)
Haiti: Shea Moisture
Sustainably sourced beauty brand Shea Moisture has hydrating ingredients that make it an essential for natural textures and dry skin, which is likely what people in Haiti, Saint Vincent and the Grenadines, and Angola were searching for from the company in 2019.
Shown here: Shea Moisture Curl Enhancing Smoothie [19] ($12)
Lithuania: Bioderma
You probably know the French-born brand Bioderma is popular in Europe, but it's especially so in Lithuania, Latvia, and Bulgaria.
Shown here: Bioderma Sensibio H2O Soothing Micellar Cleansing Water [20] ($6).
United Arab Emirates: La Mer
La Mer is a special breed of skin care, meant for the truly decadent consumer, so it makes sense people in the third-richest country in the world (UAE) are searching the brand most.
Shown here: Crème de la Mer Moisturising Cream [21] ($90)
China: Shiseido
While beauty giant Shiseido was actually born out of Japan, the brand is among the most searched in China.
Shown here: Shiseido Treatment Softener [22] ($50)
Croatia: L'Occitane
L'Occitane has major reach across the globe, but especially so in the countries Croatia and Slovenia.
Shown here: L'Occitane Shea Butter Hand Cream [23] ($12)