We all have our summer beauty favourites, and this year’s search data tells a clear story that Hollywood glamour, glazed skin and a lot of vanilla is ruling the way!
According to internal search data from Cult Beauty, covering April-July 2026 and compared with the same period last year, Huda Beauty has come out on top as the UK’s most-searched beauty brand this summer, with 172,979 searches. Charlotte Tilbury (157,513) and Saie (157,505) followed close behind, with Hourglass, Patrick Ta, Kayali, Kosas, Summer Fridays, Byoma and Sol de Janeiro completing the top ten.
The UK’s top 10 most searched beauty brands this summer:
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 survive a heatwave without sliding, whether that’s a festival, a beer garden or the daily commute in thirty-degree heat. Charlotte Tilbury, meanwhile, has continued to dominate through its sun-kissed, holiday-ready glow, the kind of finish that says beach club at golden hour even on a trip to the shops, while Saie’s “no-makeup makeup” philosophy has been a winner as the ultimate low-effort, high-glow summer approach.
Fragrance has also had its moment. Kayali, has seen its Vanilla 28 scent become a genuine phenomenon this summer, the kind you catch on the tube and spend the rest of the day trying to place. At the other end of the spectrum, Byoma’s barrier-first skincare has climbed the list too, proof that alongside the glow, shoppers are looking after their skin barrier after a summer of sun, chlorine and air conditioning.
Elsewhere in the top ten, Hourglass has continued to hold its own thanks to its Ambient Lighting range, delivering that soft-focus, lit-from-within finish that suits the warmer months far 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 only got louder as temperatures climb. Kosas has carved out its own space by blurring the line between make-up and skin care, with brightening, botanical-rich formulas designed to work with a summer tan rather than mask it, while Summer Fridays has proved there’s no brand better suited to the season it’s named after, with its Jet Lag Mask continuing to remain a holiday-bag essential for reviving jet lag (just as it says on the tin) sun-tired, dehydrated and travel-worn skin.
Cult Beauty’s in-house beauty expert Rina Teslica says, “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.”
Shop all trending beauty here: https://www.cultbeauty.co.uk/
