Huda Beauty has emerged as the UK’s most searched beauty brand this summer, according to internal search data from Cult Beauty covering April – July 2026, compared with the same period last year. The brand recorded 172,979 searches, putting it ahead of Charlotte Tilbury, with 157,513 searches, and Saie, with 157,505.
The top 10
The UK’s top 10 most searched beauty brands this summer were
- Huda Beauty: 172,979 searches
- Charlotte Tilbury: 157,513 searches
- Saie: 157,505 searches
- Hourglass: 118,314 searches
- Patrick Ta: 115,325 searches
- Kayali: 77,096 searches
- Kosas: 67,813 searches
- Summer Fridays: 59,799 searches
- Byoma: 58,144 searches
- Sol de Janeiro: 57,734 searches
Huda Beauty’s lead comes as little surprise given how central its Easy Bake and #FauxFilter ranges have become to make-up that can withstand a heatwave without sliding, whether at a festival, in a beer garden, or during the daily commute in 30°C heat.
Charlotte Tilbury has continued to dominate with its sun-kissed, holiday-ready glow, delivering the kind of finish that evokes a beach club at golden hour, even on a trip to the shops. Saie’s no-make-up-make-up philosophy has also proved popular as the ultimate low-effort, high-glow approach for summer.
Hourglass has held its own thanks to its Ambient Lighting range, which delivers a soft-focus, lit-from-within finish that suits warmer months better than a full-coverage base. Patrick Ta’s Major Glow range has seen a similar surge, built around a glow-first philosophy that has become increasingly popular as temperatures rise.
Fragrance has also had its moment. Kayali’s Vanilla 28 has become a genuine phenomenon this summer, with its distinctive scent prompting the kind of curiosity that has people catching a whiff on the Tube and spending the rest of the day trying to identify it.
At the other end of the spectrum, Byoma’s barrier-first skincare has climbed the rankings, suggesting that alongside the summer glow, shoppers are also paying closer attention to their skin barrier after exposure to sun, chlorine, and air conditioning.
Kosas has carved out its own space by blurring the line between make-up and skincare, with brightening, botanical-rich formulas designed to complement a summer tan rather than mask it. Summer Fridays has also proved particularly well suited to the season it is named after, with its Jet Lag Mask remaining a holiday-bag essential for reviving jet-lagged, sun-tired, dehydrated, and travel-worn skin.
Cult Beauty‘s in-house beauty expert Rina Teslica said: “This summer’s search data really shows two things happening at once. There’s a real appetite for that Hollywood, lit-from-within glow, but people are also more switched on than ever about looking after their skin barrier underneath it. The brands doing well are the ones that so clearly let you have both.”