There were at least 3.3 million beauty related searches across Europe in the last 12 months, showing the high demand for tips, tricks and advice on personal grooming.
But which countries are searching the most? And which trends are the most popular?
To find out, we analysed Google search data from the last 12 months to reveal Europe’s most Googled beauty questions.
Here are the most Googled beauty terms in every European country.
Europe’s most
Googled beauty
questions
 Country |
 Search Term |
Volume |
|---|---|---|
| United Kingdom | What is hair toner | 195,700 |
| Germany | What hair colour is best for me | 99,600 |
| Spain | Microshading | 93,610 |
| Italy | How to grow your hair | 65,810 |
| Turkey | What is toner | 61,000 |
| Poland | Smokey eye tutorial | 54,700 |
| France | How to grow your hair | 45,810 |
| Greece | What is balayage hair | 94,00 |
| Sweden | What is primer | 3,380 |
| Croatia | How to cut your own hair | 3,170 |
| Iceland | Balayage definition | 3,000 |
| Finland | Applying eyeshadow | 2,410 |
| Norway | How to curl hair with straighteners | 2,110 |
| Portugal | How to straighten hair | 1,620 |
| Switzerland | Microshading | 1,590 |
| Cyprus | Microshading | 1,300 |
In the UK, it seems we’re all keen to find out about hair toner, with the question driving almost 200,000 searches. Eyebrows are also being raised when it comes to the best ways to tame them, with microblading and HD brows topping the list of treatments.
Here are the top 10 most searched beauty terms in the UK:
The UK’s most
Googled beauty
questions
| Search Term |
 Category |
Volume |
|---|---|---|
| What is hair toner | Hair | 195,700 |
| How to curl hair with straighteners | Hair | 107,500 |
| What is microblading | Brows | 96,600 |
| How to cut your own hair | Hair | 74,400 |
| How to contour | Face | 67,900 |
| What are HD brows | Brows | 53,500 |
| How to apply eyeshadow | Eyes | 51,800 |
| How to get hair dye off skin | Hair | 50,280 |
| How to grow your hair | Hair | 49,800 |
| How to curl hair | Hair | 45,300 |
Hair don’t care
Across Europe, our data shows haircare questions are being asked way more than those around skincare and beauty, with the topic reigning in over 482,000 Google searches the last 12 months.
‘What is hair toner?’ takes first place thanks to the UK, whilst those in Italy are lusting for longer locks, driving over 65,000 searches on ‘How to grow your hair?’
Here are some of the most popular haircare questions being asked.
| Country |
Search Term |
Volume |
|---|---|---|
| United Kingdom | What is hair toner | 195,700 |
| Italy | How to grow your hair | 65,810 |
| Greece | What is balayage hair | 94,00 |
| Turkey | What is toner | 6,100 |
| Croatia | How to cut your own hair | 3,170 |
