This Was The Number One Most Searched Beauty Brand In 2017

It's not what you think...

If there's one fact that we can all agree on, it's that 2017 has been one hell of a year for the beauty industry, and more specifically, for our make-up bags.

With brands like Fenty Beauty, Illamasqua and Glossier deliberately embracing alternative beauty standards, shattering stereotypes and treating inclusivity and diversity as way more than just a marketing coup, 2017 was the year that more women than ever were included in the beauty conversation.

And our search history reflects just that. Yup, ranking the top searched beauty brands from 1-10, Google have revealed our most sought after beauty brands from the past year, and let's just say, that old myth about 'darker shades not selling' doesn't seem to have affected the rankings.

Check them out below...

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9. Huda Beauty

The queen of Instagram make-up tutorials, Huda Kattan hit us with a whole load of covetable new beauty drops this year. Between her Huda Beauty Desert Dusk eyeshadow palette that included actual sand from the campaign photoshoot no less, to the game-changing Faux Filter foundation, whatever Huda was selling, we were buying.

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8. Fenty Beauty

Badass red💋. #STUNNA Lip Paint

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If it was up to us, Rihanna's debut make-up range would have topped the list, but seventh place will have to do. Forcing the rest of the beauty industry to sit up and take notice, Fenty Beauty's 40 wide foundation shade range and inclusive attitude was exactly what 2017 was asking for. 

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7. Wet N Wild

Yes, Wet N Wild have always been seriously fun and full of all the rainbow shinies our inner unicorn can't get enough of, but 2017 was also the year of smashing outdated beauty standards and this brand was on board. Calling on Diandra Forrest to front their  'Breaking Beauty' campaign, Wet N Wild became the first beauty brand to feature a woman with albinism. Keep up the good work guys.

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6. Benefit

If you haven't watched Benefit's Head Make-Up Artist and all round absolute babe Lisa Potter-Dixon's live Insta tutorials yet, then get on it. The most down to earth, glitter filled step by steps ever, it's no wonder that Benefit have ranked 6th in the most searched beauty brands for 2017. Also, get your hands on their Benefit Gimme Brow and see sparse eyebrows transformed with almost no effort.

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5. Milk Makeup

1. How is Milk Makeup so painfully cool? 2. Will we ever look this good with holographic purple highlighter? 3. When will they be stocked in the UK? You're killing us over here guys. In the mean time, stalk the gender-challenging make-up brand on Instagram and get inspired.

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4. Charlotte Tilbury

With her pals Kate Moss, Julianne Moore and Stella Maxwell giving her Hollywood-inspired make-up real life credibility, Charlotte Tilbury's rep for the ultimate A-list smokey eye precedes her. And her products live up to her hype. From her new Hollywood Lips liquid lipsticks that literally do not move, to her iconic eyeshadow quads, Charlotte Tilbury gives good going out out face.

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3. Senegence Lipsense

On a bad day, there is always LipSense 💋

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Hands up, this is a new one on us, but Senegence's Lipsense liquid lipsticks might just be the next permanent addition to our collection. With a formula that won't budge or smudge from your pre-work commute to post-office prosecco, the only downside to this brand is their alleged ties to the Trump administration. So close...

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2. BH Cosmetics

Gaining major hype online thanks to its collabs with influencers like ItsMyRayeRaye and Carli Bybel, BH Cosmetics is the seriously affordable brand serving you epic eye palettes and brush sets that won't break the bank. Which means you can treat yo' self to all of it. YAS.

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1. Ulta Beauty

Is it a make-up brand? Is it an online retailer? Ok, you caught us, it's kind of both. Yup, the number one most searched beauty brand for 2017 is Ulta Beauty. Stocking almost every one of your go-to make-up essentials, Ulta Beauty is the one stop shop for beauty obsessives that like a bargain. Don't even get us started on the sales...

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