Based on makeup searches on Amazon for Q1 2026 data from , the leading global ecommerce accelerator for brands, I analysed the top trends for the category.
The first one is staying power. Setting Spray searches rose 179% to 5.5m and Lip Stain rose by the same 179% to 10.2m. Both are formats built to last through the day. Meanwhile Mascara fell 16% to 3.2m and Lip Gloss fell 36% to 2.9m, which are two formats that need a lot of touch-ups.
The second trend is precision over generic terms. “Makeup” fell 43% to 5.5m and Lip Liner fell 29% to 1.9m, while Eyebrow Pencils For Women rose 165% to 4.0m. Lash Clusters sit at 6.4m, more than double the 2.7m for plain “Lashes.” Shoppers know the format they want and search for it directly instead of typing the broad category.
The third trend is a sharp reversal of the interest for tattoo cover makeup. Tattoo Cover Up Makeup fell 46% to 2.3m, Tattoo Cover Up Makeup Waterproof fell 48% to 2.2m, and Tattoo Cover Up fell 47% to 2.2m. The trend that peaked last quarter is fading away fast.
Finally, there’s Luxe Foundation, by far the biggest move in the ranking: 11.7m searches, up 1,021%. The brand sells a foundation that supposedly adapts to your skin tone and search volume can be directly attributed to its influencers campaigns on social media.
My takeaway for makeup brands building their Amazon presence is that format-specific search terms are pulling volume away from generic ones, and longevity claims are paying off in search right now.