Nov 6, 2025

By Amanda May | Published: 6-Nov-2025 Google’s Holiday 100 names the top trending gifts of the year in the US across a range of categories, with beauty brands such as Olaplex, e.l.f. Cosmetics and Makeup by Mario making the list Beauty items from Rhode , Glossier and Olaplex feature in Google ’s list of the most searched for products of 2025. The search engine’s list, Holiday 100 , rounds up the most highly searched products in the US across multiple categories based on Google search trend data. Rhode’s Glazing Milk, Glossier’s You fragrance and Olaplex’s No.7 Bonding Oil were named as some of the top-rated beauty products on the list. ‘Glossier eau de parfum’ was a 2025 breakout search, found the report. Make-up items also reigned in Google’s Holiday 100, including Makeup By Mario ’s Ethereal Eyes Nature, Ilia ’s Super Serum Skin Tint and e.l.f. Cosmetics Glow Reviver Melting Lip Balm. Searches for ‘toner’ also reached a high this year, reported Google, with Glow Recipe’ s Watermelon Toner making the top 100. All items featured in the list meet one or more of Google’s core criteria: search interest hit an all-time high, breakout search interest, or trending or top search interest. Plus, dramatically higher search interest compared to past norms, or noteworthy regional differences in US search interest. Self-care was also a key driver in the beauty category this year, with searches for ‘ red light therapy ’ reaching an all-time high, according to the report. Searches for ‘styling wand’ have also spiked every holiday season since 2011 as consumers continue to look for tools to achieve picture-perfect curls. Infiniti’s Pro Conair Styling Wand featured in the Holiday 100. More than one billion shopping-related searches take place on Google each day, providing insight into the products that are most likely to top consumers’ wish lists. Google’s Holiday 100 brings the year’s most sought-after products together into one list and the insights are based on US Google Trends data from trends.google.com. These were measured and validated from May 2025 to September 2025 using the Google Trends Explore tool and Google’s proprietary internal tools. Related content: