Reddit彩妆报告：关键主题、趋势、品牌-REDDIT MAKEUP REPORT KEY THEMES,TRENDS,BRANDS

SPATE

SEPTEMBER2026

REDDITMAKEUPREPORT:

KEYTHEMES,TRENDS,BRANDS

AI-generatedimage

INTRO

Reddithistoricallyhasbeenoneofthemostoverlooked

platformsforbeautybrands.Asafocusgroup,itsurfacesrealfrictionpoints,unfilteredreviews,andunmetneedsdirectlyfrommillionsofactive,unpromptedusers.Asadataset,it

turnsthatsameconversationintometrics,mentionvolumeandupvotestrackedovertime,thatrevealgenuineshifts

ratherthanone-offanecdotes.

Inthisreport,Spateanalyzes280Kmakeup-relatedReddit

threadstouncoverthetopmakeuptrends,brands,andlooksdrivingconversationontheplatform,andthethemesbehindthem.Fromtheongoinghuntforatrueolive-undertone

match,tonostalgiafordiscontinuedproducts,toconsumerspubliclydissectingareformulation,thisreportshowswhatunprompted,high-intentfeedbacklookslikeatscale,and

whereitpointstorealopportunityforbrands.

Interestedinexploringmoretrends?Startyourfreetrialtoday.

Thankyou,

OlivierandYarden,co-foundersofSpate

3

MEETSPATE

SpateisanAI-poweredmarketresearchplatformthathelpsusersdiscoveranddetecttrendsacross

GoogleSearch,TikTok,Reddit,andInstagram.TheSpatedashboardanalyzesmorethan1trillionsearchsignals,515millionTikTokposts,134millionRedditcomments,and105millionInstagramposts

worldwidetoanswerthreecrucialquestionsfortheconsumergoodsindustry:What’sthenextbigtrend?Who’sowningthespace?Andhowshouldyoupositionthetrend?

Trillionsofdigitalsignalsacross

GoogleSearch,TikTok,Amazon,

Reddit,andInstagram.

Artificialintelligenceand

machinelearningto

identifyclusters

Trendsclassificationforinsightsandimplications

4

SPATEData+TheConsumerJourney

FROMASPIRATIONTO

POST-PURCHASE:SPATEDATAFORTHEFULL

CONSUMERJOURNEY

SocialMedia

Reflectsconsumeraspiration.Thisisthepersonapeoplewanttoproject,not

necessarilyhowtheybehave.

Search

The"digitaltruthserum."Peoplesearchwhattheywon'taskafriend,makingitaleadingindicatoroffuturesales.

Reviews

Confirmswhichtrendsactuallyconverttopurchase,andhowconsumersfeeloncethey'vebought,closingthetrendloop.

AWARENESS+CONSIDERATION

INTENT

PURCHASE

COMINGSOON

WHYREDDIT?

5

ToexploreRedditdata,startyour

freetrial.

REDDITDATA,TWOWAYS

SPATETURNSREDDITINTOBRANDINTELLIGENCE—ASAFOCUSGROUPANDASADATASET

QUALITATIVELENSE

QUANTITATIVELENSE

•Realfrictionpointsandunfilteredproductreviews

•Untappedconsumerneedsanduncoveredgaps

•Routineandproductusecontext

•Afocusgroupofmillionsofactive,unpromptedusers

•Mentionvolumetrackedforbrandsandtrends

•Upvotesweightedasasignalofrealaudienceresonance

•Genuineshiftssurfacedovertime,notone-offanecdotes

•Comparable,trendablemetricsacrosscategories

134M+

Redditcommentstrackedoverall

10M+

Redditthreadstrackedoverall

6

REDDITMAKEUPTHEMESATA

GLANCE

7

THEMESCOMINGUPINTOPUPVOTEDPOSTS

BOLD,CREATIVELOOKS

POV

Usersaresharingmakeuplooksthey'vebeenexperimentingwithlately,playingwithcolorandtechnique,inastylethatskewsboldand

creative,especiallyonr/MakeupAddiction,wherepostsoftenreceiveahighnumberofupvotes,showingstrongappreciationformakeupasanartform.

8

Source:Reddit,globalanalysisof2,000postsand270,739comments,fromSeptember2025toAugust2026.

THEMESCOMINGUPINTOPUPVOTEDPOSTS

DYO(DOYOUROWN)WEDDINGLOOK

POV

Asmoreconsumersdecidetodotheirownweddingmakeup,they'returningtotheRedditcommunityforreviewsandadvice,oftenfollowingupwithaposttoshow

theresultsonthebigday.

9

Source:Reddit,globalanalysisof2,000postsand270,739comments,fromSeptember2025toAugust2026.

THEMESCOMINGUPINTOPUPVOTEDPOSTS

USEDPRODUCTSINALIST

POV

Whensharingarecentmakeuplook,consumersareoftenincludingthelistoftheproductsusedinthepost,tohelpotheruserstodiscovernewproducts,andeasilyrecreatethelookifwanted.

10

Source:Reddit,globalanalysisof2,000postsand270,739comments,fromSeptember2025toAugust2026.

TOPMAKEUPTRENDS

11

TOPMAKEUPPRODUCTTRENDSBYMENTIONS

THEREDDITPOSTSANDCOMMENTSTHATMENTIONEDTHISTREND

Foundationandblushstand

outasthetopmentioned

categories,reflectingastrongconsumerfocuson

complexion.Incontrast,theeyeareaiswhereconsumersareshowingthemost

creativityandwillingnesstoexperiment.

Wanttoseemoretrenddata?

StartyourfreeSpatetrial.

TrendMentions↓Upvotes

foundation

53.3K

818.3K

blush

43.4K

872.9K

mascara

32.3K

554.2K

eyeshadow

31.3K

756.5K

concealer

30.2K

735.2K

lipstick

29.1K

486.6K

eyeliner

20.8K

466.3K

faceprimer

19.0K

384.6K

facebronzer

11.2K

289.9K

highlighter

10.3K

293.4K

12

Source:RedditGlobal,fromSeptember2025toAugust2026.

TRENDSPOTLIGHT

FOUNDATION

53.3K

MENTIONS

818.3K

UPVOTES

OnReddit,interestinfoundationhasremainedfairlyconsistentthroughouttheyear,generating53.3Kmentionsinthelast12months.TopbrandsappearingalongsidethesediscussionsincludeNARS,Maybelline,andNYX.

TOPMENTIONEDBRANDS

MENTIONSOVERTIME

2.6K

2.4K

1.5K

13

Source:Reddit,globalanalysisof2,000postsand668,320comments,fromSeptember2025toAugust2026.

INSIGHTS

TRENDSPOTLIGHT

FOUNDATION

53.3K

MENTIONS

818.3K

UPVOTES

Ontheplatform,usersaresharinglookscreatedwithfoundation,recommendingproductsanddupes,andseekingadvicetofindthebestformulafortheirneeds.Skintoneisarecurringtheme,particularlyoliveundertones,whereconsumersreportdifficultyfindingtheperfectshadematch.Textureandskinfeelarealsocentralfrictionpoints,withconsumersseekingadviceonhowtoavoidacakeyfinish.

Oliveundertone

Blue/greenmixers

Orangepull

Oliveundertones,stillunderserved

Shaderangeskeeppulling

orangeoryellowonoliveskin,

pushinguserstofixformulas

themselvesratherthanfindatruematchofftheshelf.

Skin-firstbeatsface-first

Compatibleskincareandfingerapplicationmeltproductintoskinforanaturalfinish.Mismatched

basesandheavytoolsstillendinpillingandcakiness.

Skin-likefinish

Fingers

Pilling

Cakey

Thetrial-and-errortax

Luxurypricetagsnolonger

guaranteeperformance,and

fatiguewithexpensivemissesissendingusersbacktoreliabledrugstorestaples.

Drugstorestaples

Luxuryhype

Reformulations

Dupes

14

Source:Reddit,globalanalysisof2,000postsand668,320comments,fromSeptember2025toAugust2026.

INSIGHTS

INSIGHTS

DIORSTICKFOUNDATION

APPEARINGINTOPUPVOTEDPOSTS

15

Image:

/

Source:Reddit,globalanalysisof2,000postsand668,320comments,fromSeptember2025toAugust2026.

comments

Thistop-upvotedpostshowsthatconsumerswantto

getthemostvalueoutoftheirfavoritemakeup

products,especiallyathigherpricepoints.This

representsanopportunityforbrandstoinnovateon

packaging,andtounderstandhowconsumers

compareproductstocompetitorsbasedon

price-per-useratherthanprice-per-bottle.

%

16

Source:Reddit,globalanalysisof2,000postsand668,320comments,fromSeptember2025toAugust2026.

Image:

/

INSIGHTS

comments

OnReddit,consumersarereviewingtheDiorStick

Foundation,withmanyemphasizingthatit'sworththe

higherpricepoint.Inthecomments,usersaresharing

theirownopinions,alongwithdupesandeventoolsto

perfectapplication.

ThispostisagreatexampleofhowRedditcanbea

goldmineforbrandstounderstandwhat'sworkingabout

theirproduct,andhowtofurtherpositionit.

17

Source:Reddit,globalanalysisof2,000postsand668,320comments,fromSeptember2025toAugust2026.

Image:

/

INSIGHTS

TRENDSPOTLIGHT

BLUSH

872.9K

UPVOTES

43.4K

MENTIONS

Blushreceived43.4KmentionsacrosspostsandcommentsonRedditinthelast12months,withanuptickininterestfromMaytoJuly2026.Similartofoundation,thetopbrandsappearingalongsidethesementionsareNYX,NARS,andMaybelline.

TOPMENTIONEDBRANDS

MENTIONSOVERTIME

1.7K

1.7K

1.5K

18

Source:Reddit,globalanalysisof2,000postsand654,684comments,fromSeptember2025toAugust2026.

INSIGHTS

TRENDSPOTLIGHT

BLUSH

872.9K

UPVOTES

43.4K

MENTIONS

Ontheplatform,acentralconversationrevolvesaroundcolortheoryandundertones,withuserssharingand

askingforadvicetochooseablushshade.Similartofoundation,usersareexpressingskepticismaboutmore

expensiveoptions,oftenturningtomoreaffordablealternativesinstead.Lastly,Redditcontinuestobean

importanteducationhubforconsumers,wheretheydiscussblushplacement,texturecombinations,andresults,sharingtheirlookrightafterapplicationandagainattheendofthedaytoshowhowthepigmentisholdingup.

Purple/mauve

Coolundertone

Berrytones

Beyondpink:colortheorywins

Traditionalwarmpinksturn

orangeormuddyonoliveandcoolundertones,sopurple,

mauve,andberrytonesare

replacingthemforatrueflush.

Liftedplacement,

layeredforlongevity

Placementismovingfromtheapplestowardthetemplesforaliftedeffect,whilelayeringcreamandpowderlockspigmentinforall-daywear.

Templeplacement

Cream+powder

All-daywear

Skepticismtowardluxurymarketing

‘Blushblindness’andsteeppricetagsarefuelingde-influencing,asusersturntoK-beautyand

drugstorepicksthatdeliverbetterpayoffforless.

De-influencing

Valueoverhype

K-beauty

19

Source:Reddit,globalanalysisof2000postsand654,684comments,fromSeptember2025toAugust2026.

INSIGHTS

ConsumersarediscussingthereformulationoftheNARSOrgasmblushon

Reddit,sharingnegativereviewsandcallingforbrandstobemoreupfront

aboutreformulations.They'realsoemphasizingthatbrandsshouldupdate

theirmarketingmaterialsafterapigmentedproductisreformulated,since

thecolorwilllikelydifferfromwhat'sshown.

comments

Image:

/Source:Reddit

,globalanalysisof2000postsand654,684comments,fromSeptember2025toAugust2026:Image:NARS.20

INSIGHTS

TOPMAKEUPLOOKS

21

TOPMAKEUPLOOKSBY

MENTIONS

THEREDDITPOSTSANDCOMMENTSTHATMENTIONEDTHISTREND

look16K135K

Consumersareshowing

interestinbothsubtle,naturalmakeuplooks(ie,glassskinlook,naturalmakeup)and

bolder,moreexperimental

ones(ie,smokeyeye,boldlip).

Wanttoseemoretrenddata?

StartyourfreeSpatetrial.

TrendMentions↓Upvotes

glassskin

.

.

smokeyeye

1.3K

35.4K

wingedeyeliner

1.1K

15.7K

weddingmakeup

837

79.9K

nosecontouring

606

7.3K

heavymakeup

577

12.3K

wetskin

569

891

naturalmakeup

529

6.7K

boldlip

527

2.6K

lightmakeup

489

9.0K

22

Source:RedditGlobal,fromSeptember2025toAugust2026.

TRENDSPOTLIGHT

SMOKEYEYE

1.3K

MENTIONS

35.4K

UPVOTES

OnReddit,smokeyeyewasmentioned1.3Ktimesinthelastyear,indicatinginterestinmoreglammakeuplooksandaneedforbothtutorialsandinspiration.Consumersaresharingtheirsmokeyeyelooksandaskingforadvicetoenhancetheirresults.

TOPMENTIONEDPRODUCTS

MENTIONSOVERTIME

ColourpopBlowin'SmokePalette

NatashaDenonaXenonPalette

23

Source:Reddit,globalanalysisof363postsand8,279comments,fromSeptember2025toAugust2026.

INSIGHTS

NEEDFORMORESTATIC,STEP-BY-STEPTUTORIALS

OnReddit,usersareshowinginterestandappreciationforstatic,image-basedtutorials.Theconsensusisthatthesestaticguidesareessentialformasteringsmokeyeyebecausetheyallowuserstofocusonthespecificmechanicsoflayeringandblending;the

twomostcriticalskillsforavoidinga"muddy"finish

24

Source:Reddit,globalanalysisof363postsand8,279comments,fromSeptember2025toAugust2026.

INSIGHTS

DIYvs.ProfessionalMUA

Photographyvs.In-PersonAppearance LongevityandSweat-Proofing

SkinPrepandTextureManagement

ColorTheoryandUndertoneMatching

837

MENTIONS

79.9K

UPVOTES

TRENDSPOTLIGHT

WEDDING

MAKEUP

Weddingmakeupreceived837mentionsinthelastyear,withspikesofinterestinMarchandAprilas

consumerstestedtheirlooksaheadofweddingseason,doingtheirownmakeupandaskingpeersfor

reviews.Ontheplatform,usersareaskingquestionsandrecommendingproductsaroundlongevity,skinprep,andmakeuplooksthatholdupbothinpersonandinphotos.

MENTIONSOVERTIME

KEYTHEMES

25

Source:Reddit,globalanalysisof568postsand16,875comments,fromSeptember2025toAugust2026.

INSIGHTS

comments

Asmoreandmoreconsumersdecidetodotheirown

makeupfortheirwedding,whetherbecausetheydon't

wanttofeeldifferentontheirbigdayorbecausethey

don'ttrustMUAstotrulylistentotheirneeds,they're

turningtoRedditforpeerreviewsand

recommendations.

FROMASKINGFOR

ADVICEDURINGTHEPROCESS…

%

26

Source:Reddit,globalanalysisof568postsand16,875comments,fromSeptember2025toAugust2026.

INSIGHTS

SomeusersthenreturntotheRedditcommunitytoshare

theresultsoftheirDIYweddingmakeupandhowit

lookedinphotos,whetherprofessionalornot.Moreoften

thannot,thesepostsincludethemakeupproducts

used,sootherscanreplicatethelook.

…TOSHARING

FINALRESULTS&PRODUCTSUSED

27

Source:Reddit,globalanalysisof568postsand16,875comments,fromSeptember2025toAugust2026.

INSIGHTS

TOPMAKEUPBRANDS

28

TOPMAKEUPBRANDSBY

MENTIONS

THEREDDITPOSTSANDCOMMENTSTHATMENTIONEDTHISBRAND

BrandMentions↓Upvotes

nars207K2924K

..

asthemostmentionedbrandsonReddit,spanningboth

prestigeanddrugstorepricepoints,suggestingconsumersareactivelycomparingacrosscategoriesratherthanstayingloyaltoonepricetier.Haus

LabsandRareBeautysuggestthatcelebrity-foundedbrandsaresuccessfullybreakingintoorganicconversationontheplatform.

Wanttoseemorebranddata?

StartyourfreeSpatetrial.

NARS,Maybelline,andNYXlead

maybelline

20.7K

497.9K

nyx

20.3K

611.8K

charlottetilbury

11.3K

240.4K

hauslabsbyladygaga

10.5K

114.1K

rarebeauty

9.3K

166.4K

tartecosmetics

9.1K

256.7K

urbandecay

7.9K

252.8K

colourpop

7.7K

160.9K

milanicosmetics

7.2K

124.3K

29

Source:RedditGlobal,fromSeptember2025toAugust2026.

BRANDSPOTLIGHT

MAYBELLINE

20.7K

MENTIONS

497.9K

UPVOTES

Maybellinewasmentioned20.7Ktimesinthelastyear,appearingacrossalargenumberofpostsandcommentswhereuserssharetheproductstheyusedtoachieveaspecificlook.Someofthemainthemesfuelingtheconversationincludethebrand'saccessible,

high-performingdrugstoreproducts,aswellasastrongsenseofnostalgia.Ontheotherhand,consumersareexpressingfrustrationaroundreformulations,especiallywhenthebrandisn'tupfrontaboutthem.Otherissuesraisedcenteroncomplexionproducts,withafocusonoxidation,aswellasrequestsformoreinclusiveshades,particularlyforthosewithcooloroliveundertones.

MENTIONSOVERTIMEKEYTHEMES

Mainfrictionpoints

Mascaraperformance

Drugstoreoptions

Shaderange

(olive,coolundertones)

“Silent”reformulations

SenseofNostalgia

Mostloved

Oxidation

INSIGHTS

Image:

/Source:Reddit

,globalanalysisof2,000postsand82,893comments,fromSeptember2025toAugust2026.30

comments

ADIFFERENTKINDOFNOSTALGIA

UsersarereminiscingaboutMaybellineDream

MatteMoussefromtheearly2000s,sharing

humorousaffectionforaproductthat,whileit

didn'tlookgreatontheskin,bringsback

memoriesoftheirteenageyearsandlessons

learnedalongtheway.Meanwhile,some

consumersareraisingconcernsabouthow

tintedsunscreensandBBcreamscancause

eyeirritation.

31

Source:Reddit,globalanalysisof2,000postsand82,893comments,fromSeptember2025toAugust2026.

Image:

/

INSIGHTS

comments

4.8K

MENTIONS

MAYBELLINE+CONCEALER

Concealerwasmentioned4.8KtimesinpostsandcommentsthatalsomentionedMaybelline.Whilemostoccurrencesinvolveconsumerssharingtheconcealertheyusedtoachievearecentlook,theMaybellineAgeRewindConcealerisalsosparkingconversations,particularlyaroundthesafetyandhygieneofitsapplicator.Consumersaresuggestingremovingtheapplicatorrightafterpurchaseandusingamakeupspongeorconcealer

brushinstead,raisingimportantconcernsandofferingthebrandanopportunitytoredesigntheapplicatororaddresshygieneproactivelyinitsproductmessaging.

32

Source:Reddit,globalanalysisof2,000postsand82,893comments,fromSeptember2025toAugust2026.

Image:

/

INSIGHTS

BRANDSPOTLIGHT

RAREBEAUTY

9.3K

MENTIONS

166.4K

UPVOTES

INSIGHTS

RareBeautywasmentioned9.3Ktimesinthelastyear,withconsumerssharinglooksusingthebrand'sproducts.Ontheplatform,userslovethebrand'shighlypigmentedproducts,especiallyblushes,bothforlookandlongevity.Interestingly,thisisalsoafrictionpointforsome,whofeelthesehighlypigmentedproductsaredifficulttodoseandapplycorrectlyasabeginner,sometimesresultinginapatchyfinish.Morethanaproduct-specificcomplaint,thispointstoabroaderbarriertoentry.Anotherinterestingthemesurroundshowshadesappearondifferentskintonesandundertones(ie,oliveskintones),representinganopportunityformakeupbrands,toadaptproductdescriptionsandshaderecommendationswhilekeepinginmindawiderrangeofcomplexions.

MENTIONSOVERTIMEKEYTHEMES

Mainfrictionpoints

Highlypigmented

Patchy

Inaccurateshades

(mainlyforcool/oliveundertones)

Highlypigmented

Mostloved

Glowyfinish

Longevity

33

Image:

/

Source:Reddit,globalanalysisof1,758postsand42,250comments,fromSeptember2025toAugust2026.

3.9K

INSIGHTS

RAREBEAUTY+BLUSH

MENTIONS

Blushwasmentioned3.9KtimesinpostsandcommentsthatalsomentionedRareBeauty.Consumersareoftencitingthebrand'sblushproductsandshadesintheirmakeupdescriptionswhensharingarecentlook,whetherit'saminimalorfull-beatmakeupstyle,pointingtothebrand'saesthetic-agnosticappealacrossawiderangeofmakeupstyles.

34

Image:

/

Source:Reddit,globalanalysisof1,758postsand42,250comments,fromSeptember2025toAugust2026.

INSIGHTS

FUELINGTHEOLIVESKINTONECONVERSATION

comments

ConversationsaroundRareBeauty'sblush

turningyellowsparkedabroaderdiscussion

aroundundertones,withafocusonoliveand

fairoliveskintones,indicatinganopportunity

forbrandstostepinwithmoreguidanceand

recommendationsbasedonskintone.

35

Image:

/

Source:Reddit,globalanalysisof1,758postsand42,250comments,fromSeptember2025toAugust2026.

BRANDSPOTLIGHT

COLOURPOP

160.9K

UPVOTES

7.7K

MENTIONS

INSIGHTS

ColourPopreceived7.7Kmentionsinthelast12months,drivenbyconsistentengagementasconsumerssharemakeuplooksfeaturingthebrand'sproducts,alongsidefrequentproductlaunches.Themainthemesfuelingthediscussioninclude

appreciationforColourPop'saccessibilityandaffordability,aswellasitsvibrantcolors,whichconsumerssaysparkcreativity.Ontheotherhand,someconsumersexpressfrustrationwithfrequentproductdiscontinuations,aswellaschangesin

packagingandformulasthattheyfeelhaveledtoanoveralldeclineinquality.

KEYTHEMES

MENTIONSOVERTIME

Mainfrictionpoints

Formulaquality

Packagingdurability

Frequentproductdiscontinuations

Mostloved

Accessible

Allowscreativity

High-impactcolors

36

Image:

/

Source:Reddit,globalanalysisof1,323postsand25,188comments,fromSeptember2025toAugust2026.

2.2K

MENTIONS

COLOURPOP+EYESHADOWS

Eyeshadowwasmentioned2.2KtimesinpostsandcommentsthatalsomentionedColourPop,asitremainsoneofthebrand'sheroproducts.ConsumersaresharinglookscreatedwithColourPopeyeshadow,sometimesevenreviewingproductsdirectlyandshowingwhattheylooklikewhenapplied.

37

Source:Reddit,globalanalysisof1,323postsand25,188comments,fromSeptember2025toAugust2026.

Image:

/

INSIGHTS

INSIGHTS

COLOURPOPNOSTALGIA

comments

Alongsidetherecentwaveofnostalgiawe're

seeingacrosscategories,consumersare

sharingthattheymissthe“oldColourPop

palettes”andindividualeyeshadows,which,

accordingtocomments,usedtobemore

creativeandpigmented.

38

Image:

/

Source:Reddit,globalanalysisof1,323postsand25,188comments,fromSeptember2025toAugust2026.

KEY

TAKEAWAYS

39

RedditasanUnfilteredFeedbackLoop

SPATEPOV

Redditisagoldmineformakeupbrands,andbeautybrandsingeneral.Itrevealshowconsumersareusingtheirproducts,whattheythinkofthem,andwherethemajorpointsoffrictionare,allwithoutneedingtopromptthem.Thiscanrangefromapackagingissue,todissatisfactionwitharecentreformulation,to

confusionaboutshades.ContentsharedonRedditcanalsopointtountappeddemographicsandp