The Beauty Product World Rankings

A love for expressing individuality through cosmetics is pretty universal, but are there certain countries that are more into their makeup than others? Turns out, Ukraine is miles ahead of most others when it comes to searching online for facial products and cosmetics. Further behind but still sitting high at the top of the beauty ranks is Sweden, followed by the UK, Slovakia and then Brazil.

Vouchercloud looked at 15 beauty related Keywords, ranging from the ever popular ‘mascara’ and ‘face cream’ to nineties favourite ‘lip gloss’. We then translated them into 103 different languages to determine which countries are searching beauty terminology and hunting for makeup purchases the most.

The Findings

European countries - particularly Eastern European countries - dominate in search volume for beauty related Keywords, with on average 84 beauty searches per 1000 people. Ukraine is the clear winner with 245 searches per 1000 internet users. Sweden follows, with 163 searches. The UK comes in third place proving we are one beauty-curious nation with 158 searches per 1000 people.

Brazil is the only non-European country listed in the top ten which comes in at 5th place with 135 searches per 1000 people. After Europe, South America is collectively doing the most searching for beauty products.

Surprisingly, the notoriously fresh-faced Scandinavian nations also ranked highly - Sweden and Norway make the top ten list too with 163 and 122 searches respectively.

More surprising countries to make the top 20 highest beauty product searchers in the world are Tunisia (111), Iraq (109) and Tanzania (101), while the US featured fairly low down on the beauty ranking list. In fact, coming in at number 162 with just 80 beauty keyword searches per 1000 people, the USA sinks rather far back in the beauty stakes - move over Anastasia Beverly Hills.

Despite the latest K-beauty trends that have gained popularity across social media, South Korea came in 115th place with only 33 searches per 1000 people.

All of the countries in the bottom ten of the list are located in Africa, despite a fair rate of internet usage. Asian countries also appear in the lower half of the list, with only 5/183 making it as one of the top 50 biggest online searchers of makeup and skincare products.

Methodology

The data highlights not only which countries are most frequently searching for particular items of makeup and skincare, but also who is buying the most beauty products by researching them (at least online anyway).

Data was collected using Google Keyword Planner to gather search volumes for 15 types of makeup and skincare items, translated into 103 different languages (totalling 1,008 keywords).

Each country’s population was checked against the number of people who access and use the internet, so all figures are based on search volumes for every 1000 web users.

Note: There were a smaller number of countries where beauty product search volumes were not available, so no data was collected.

The Top 20

Rank	Country	Searches per 1000 Internet Users
1	Ukraine	245
2	Sweden	163
3	United Kingdom	158
4	Slovakia	136
5	Brazil	135
6	Slovenia	123
7	Norway	122
8	Armenia	122
9	Bulgaria	114
10	Czech Republic	113
11	Tunisia	111
12	Iraq	109
13	Montenegro	108
14	Poland	108
15	Kyrgyzstan	101
16	Tanzania	101
17	Lithuania	94
18	Bosnia & Herzegovina	94
19	Netherlands	93
20	Denmark	93

Sources

List of Languages

https://translate.google.com/intl/en/about/languages/

The Population of Each Country

https://www.worldometers.info/world-population/population-by-country/

Internet Users per Country

https://www.internetworldstats.com/