10. Finishing Touch Flawless
The chicest hair removal device to ever hit our bathroom shelf, the sleek white and gold Finishing Touch Flawless stormed the internet with its pain-free appeal and Insta-worthy aesthetic.
9. Huda Beauty
The queen of Instagram make-up tutorials Huda Kattan hit us with a barrage of covetable new beauty drops this year. Between her Huda Beauty Desert Dusk eyeshadow palette - that included actual sand from the campaign photoshoot no less - to the game-changing Faux Filter foundation, whatever Kattan was selling, we were buying.
8. Fenty Beauty
If it was up to us, Rihanna's debut make-up range would have topped the list, but seventh place will have to do. Forcing the rest of the beauty industry to sit up and take notice, Fenty Beauty's 40 wide foundation shade range and inclusive attitude was exactly what 2017 was asking for.
7. Wet N Wild
Yes, Wet N Wild has always been seriously fun and full of all the rainbow shinies, but 2017 was also the year of smashing outdated beauty standards and this brand was on board. Calling on Diandra Forrest to front their 'Breaking Beauty' campaign, Wet N Wild became the first beauty brand to feature a woman with albinism.
If you haven't watched Benefit's Head Make-Up Artist Lisa Potter-Dixon's live Instagram tutorials yet, then get on it. The most down-to-earth, glitter-filled step-by-steps ever, it's no wonder that Benefit has ranked sixth in the most searched beauty brands for 2017. Also, get your hands on Benefit Gimme Brow and see sparse eyebrows transformed with almost no effort.
5. Milk Makeup
1. How is Milk Makeup so painfully cool? 2. Will we ever look this good with holographic purple highlighter? 3. When will they be stocked in the UK? You're killing us over here guys. In the meantime, stalk the gender-challenging make-up brand on Instagram and get inspired.
4. Charlotte Tilbury
With her pals Kate Moss, Julianne Moore and Stella Maxwell giving her Hollywood-inspired make-up real life credibility, Charlotte Tilbury's rep for the ultimate A-list smokey eye precedes her. And her products live up to her hype. From her new Hollywood Lips liquid lipsticks that literally do not budge, to her iconic eyeshadow quads, Charlotte Tilbury gives good going-out-out face.
3. Senegence Lipsense
Senegence's Lipsense liquid lipsticks might just be the next permanent addition to our collection. With a formula that won't smudge from your pre-work commute to post-office Prosecco, the only controversial aspect to this brand is their alleged ties to the Trump administration.
2. BH Cosmetics
Gaining major hype online thanks to its collaborations with influencers like ItsMyRayeRaye and Carli Bybel, BH Cosmetics is the seriously affordable brand serving you covetable eye palettes and brush sets that won't break the bank.
1. Ulta Beauty
Is it a make-up brand? Is it an online retailer? Ok, it's technically both. Yes, the number one most-searched beauty brand for 2017 is Ulta Beauty. Stocking almost every one of your go-to make-up essentials, Ulta Beauty is the one-stop-shop for beauty obsessives that like a bargain. Don't even get us started on the sales...