Everybody loves to look and feel good. From looking to solve your skincare woes to treating yourself to a little TLC, nothing beats the restorative feeling you get from your favourite beauty treatment.
But as the cost-of-living crisis continues to tighten financial belts, just how many of us are getting creative and trying DIY, at-home beauty fixes? Is it no longer such a nice pursuit? Or are people starting to realise that they only really need to know the basics – and that they don’t come at a punchy price point?
In January 2023, we looked at UK online search trends for DIY beauty makeovers. This was to find out which beauty activities people were having a go at for themselves, and which they’d rather leave in the hands of professionals. From dermaplaning in the bathroom to nail bars in the living room, we also examined which activities were en vogue in January 2022. We observed how trends have evolved over the last twelve months, and how adventurous or otherwise home beauticians have been getting.
With beauty and personal care spending in the UK predicted to rise by 2.17% in 2023, we're not necessarily all racing back to the salons in our droves just yet, especially while the cost of home essentials remains high. But what we have seen, since January 2022, is a shift in which beauty rituals people want, or are willing to try for themselves, to save a bit of cash. The year saw a rise of 15.06% in the number of online queries focusing on how to dermaplane at home, while there was a -26.19% drop in searches for how to bleach hair.
Maybe dermaplaning was something of a daunting prospect for budding home beauticians a few years ago. Back then, when lockdowns and pandemic living were a relatively new thing, we all had enough on our minds as it was. In those crazy times, it was easier to stick to what we knew, and focus on simpler, less involved beauty procedures, ideally ones that didn’t involve the use of scalpels. But now that DIY beauty has evolved ever further into our day to day lives, this increase in interest could indicate that there’s a growing willingness to learn and develop new skills and brush up on the finer points of achieving super-smooth facial skin.
What is Dermaplaning?
Dermaplaning is a cosmetic treatment that involves scraping off dead skin cells with a special scalpel to leave your face softer, brighter, and smoother. It gives your skin a perfect foundation for applying makeup and is a totally non-invasive light exfoliation. And no, it’s not the same as shaving.
Totally nailed it
Another stand-out trend we saw was a switch in how home beauticians are treating their nails, which could point to an intriguing shift in style. Online searches centring around how to apply gel nails at home saw a rise of 9.12% during the year from 14250 searches in January 2022 to 15550 at the same point in 2023. However, similar searches for acrylic nails, which garnered 13080 searches in the first month of 2022, had fallen by just more than half by January 2023 to 6370.
So, why are the numbers for gel nails on the up, while those for acrylic nails seem to be peeling off? Well, although gel manicures at home might be a little trickier to get right, the glossy, professional-looking results are worth it. And yes, it is cheaper than going to the salon – provided you have the patience and steady hands of course. But there’s also the enjoyment of the ritual; going through the individual stages and using the UV light is, well, fun. In that sense, it sets it apart from acrylic nail manicures, and lends more of a home spa feel to the process. And again, there’s a more adventurous streak among us too, with more of us willing to try something that may once upon a time have seemed a little daunting and best left purely in the hands of the professionals.
What’s the difference between acrylic and gel nails?
Appearance: Gel nails tend to have a glossier finish than acrylic nails.
Application: Gel nails are made from a liquid resin, while acrylics are created using a mix of a liquid monomer and a powder polymer. Also, acrylic nails give off a strong smell during application, while gels are odourless.
Drying: Acrylics harden as you apply them. Gels have to be ‘cured’ under a UV light for a few minutes.
Get the TikTok look
Of course, one reason so many of us are more than willing to opt for DIY home beauty treatments is because there’s so much inspiration readily available on social media. TikTok has a myriad of beauty hacks, how tos and super-quick makeovers on the platform to try, and be inspired by. 52% of TikTok users said they discover new beauty products there, and our evidence goes some way to show that there’s a real buzz for DIY beauty on the platform during these financially restrictive times.
With TikTok, users can easily follow simple step-by-step home beauty tutorials curated by other users, in their own time and at their own pace. Whether it’s painting nails in front of the telly or experimenting with a new set of hair straighteners before a big night out, they can benefit from seeing the results of each treatment before they try. They can also buy products according to recommendations and reviews, and of course, if they’re pleased with the outcome and feeling suitably creative, they can create their own content and keep the cycle going.
Once again, while it’s notable that more involved procedures such as dermaplaning now figure highly in searches, videos of more traditional home beauty treatments such as fake tanning, hair bleaching, teeth whitening, and home haircuts still draw hundreds of millions of viewers in.
There’s also a gathering movement amongst fellas who are turning to TikTok for all their male grooming tips too. From at home haircuts to skin aesthetics, blokes are taking time to hone their beauty routines as the hashtag #menskincare has racked up over 200 million views, while #menslifestyle has over 100 million.
Methodology
To discover the trending online search terms for DIY home beauty practices, we analysed the UK search volume for "How to" questions for a range of beauty treatments that can be done at home. This gave us a full year of search volume and, by comparing Jan 2022 with Jan 2023, we were able to get a year-on-year comparison. The related keyword buckets were then filtered to show keywords containing "at home" to eliminate irrelevant keywords from the analysis.
Do try this at home!
We live in a time now where DIY beauty treatments are easier to try than ever. When we can effectively achieve salon looks and feels all in the comfort and privacy of our own homes, if we choose to. There have been definite shifts in trend as the cost of living has risen sharply too, and there appears to be a little more of an adventurous spirit among home beauticians out there.
Part of the reason is that there are some terrific and easy to use beauty applications out there that will help you to get that professional finish and look every time. So if you need to pick up an electric toothbrush, a hair straightener, a beard trimmer or a nose hair trimmer, we’ve got everything you could possibly need to help you achieve that coveted salon style, all at a price that will make you feel as good as you look. Go on, be brave and have a go for yourself.
