Serum-Based Makeup Is Spreading In Popularity

The skinification of makeup is still going strong, analysts say, and serum-based makeup is leading the charge.

Per New York City trend tracker Spate‘s Popularity Index, two of the moment’s top products are serum concealers and serum foundations. Both fall within complexion makeup, though the serum format is expanding across categories, with hybrid bronzers, blushes and even mascaras beginning to emerge, analysts said.

Serum Concealer

Serum concealer has grown 167.0% compared to last year, and across platforms. Despite this growth, it remains a Low Popularity trend, meaning the format is still early in adoption across platforms but gaining traction quickly. TikTok currently leads the conversation, holding 88.2% Popularity Share with 209.0% year-over-year growth. The trend receives 850.0 average monthly searches on Google and 2.5 million average weekly views on TikTok, suggesting strong awareness but relatively limited active search behavior so far. On Search, related brands include NYX (4,100 average monthly searches), Bare Minerals (1,100), and Bobbi Brown (720.0).

While total search volume remains modest, the relatively high concentration around specific brands suggests that consumers who are searching are already engaging with particular products, signaling early purchase intent. Search queries also point to product-driven interest. Terms like face serum (1.0K avg. monthly searches) are tied to products such as ILIA True Skin Serum Concealer and IT Cosmetics Bye Bye Dark Spots Concealer + Serum.

Meanwhile, gel (670.0) connects to Sephora Collection’s discontinued Gel Serum Concealer, and intensive (590.0) reflects interest in Bobbi Brown’s Intensive Skin Serum Concealer. Together, these brand-led searches suggest that a handful of standout products are currently capturing interest, indicating that the format has proven appeal with room to scale. On TikTok, hashtags like #ad (79,100 average weekly views), #tiktokshopcreatorpicks (18,500), and #tiktokmademebuyit (9,900) align with the trend’s Very High Paid Views (82.2%) and Very High Shop Views (81.1%), suggesting that much of the visibility is coming from sponsored or commission-eligible content. Sentiment remains strong (8.2/10), indicating the content resonates with consumers. Engagement, however, is very low (1.5%), meaning audiences are seeing the content but not necessarily interacting with it. With paid and shop content already saturating the space, there’s a real opportunity for brands to get more creative with their ads and lean into platform trends to drive genuine engagement.

Serum Foundation

Serum foundation has grown 154.1% compared to last year, yet it is still considered Low Popularity. Google currently leads the trend with 69.2% Popularity Share and 186.4% growth, followed by TikTok a growth of 130.3% year-over-year. The category receives 11,500 average monthly searches on Google and 215,800 average weekly views on TikTok. Queries like face serum (11,200 average monthly searches) are tied to products such as Danessa Myricks’ Yummy Skin Serum Foundation and ILIA True Skin Serum Foundation. Benefit-led terms, including perfect (6,000) and radiant (5,100) reflect interest in L’Oréal Age Perfect Radiant Serum Foundation, while review (4,800) signals that consumers are actively seeking reassurance and real user feedback before purchasing. After all, the last thing anyone wants is to splurge on a product that doesn’t live up to the hype.
Top brands associated with the trend include L’Oréal Paris (12,200 average monthly searches), The Ordinary (7,400), and ILIA Beauty (3,600), reflecting a range of price points.

On TikTok, related hashtags such as #foundationreview (123,400 average weekly views) and #blurringfoundation (27,000) suggest that consumers are closely evaluating serum foundations for their ability to deliver smooth, skin-like finishes. Concerns like #rosacea (55,800) also highlight the format’s appeal for sensitive or redness-prone skin. Top branded hashtags include #theordinary (528,600), #kvdbeauty (13,000), and #tartetimelessfoundation (7,100). Hashtags like #ad (807.8K) and #tiktokshopcreatorpicks (65,300) align with the trend’s Very High Paid Views (95.2%) and Very High Shop Views (94.6%), suggesting that much of the visibility is being driven by sponsored or commission-enabled posts.