It seems like people are always talking about the next It product — this miracle cleansing stick from Korea, that luxurious sunscreen from France, those creamy lipsticks out of Italy. With the rise of beauty bloggers, Instagram stars, and YouTubers, it's hard to know what's the real deal and what's just a fad.
So, we decided to find out which skin-care brands people around the world are really talking about. How? We tapped Social Context Labs for the job. The research company pulled data from Twitter, Facebook, blogs, and online forums to find the top 30 regions most active in the beauty space and determine the most popular brand and most talked-about product in each.
Naturally, there was plenty of overlap between the 30 regions. Many companies have a major presence in more than one country; even if they weren't the most talked-about in an area, brands like Estée Lauder and Shiseido would often fall within the top five.
Ahead, we compiled the 15 most popular skin-care brands in the world, the most beloved product within each, and our personal must-haves. Click through to see if your faves made the cut.
#1: Estée Lauder
The staple skin-care brand isn't just popular in the United States — it was the most talked-about brand in the U.K., Spain, Russia, Taiwan, and United Arab Emirates. The Estée name, however, spread far beyond these six countries, ranking within the top five brands in Australia, Brazil, India, Canada, South Korea, Indonesia, the Netherlands, Switzerland, Sweden, Poland, Thailand, and Norway.
The most popular product from Estée Lauder around the world? This anti-aging serum that works while you sleep.
Estée Lauder Advanced Night Repair, $68. Shop it here.
Editor's pick: A cleanser, toner, and makeup remover in one little purple bottle? Sign us up.
Estée Lauder Perfectly Clean Triple-Action Cleanser/Toner/Makeup Remover, $28. Shop it here.
#2: Nivea
Who knew that the classic lotion company would have such a massive social following? Nivea was the most talked-about in six countries: Turkey, Germany (makes sense — it was founded there), the Netherlands, Argentina, Belgium, and Thailand. It also had a following in Switzerland, Sweden, Poland, and Norway.
Nivea's most popular products are in its Q10 collection, which promise to firm and smooth aging, dimpled skin.
Nivea Q10 Skin Firming Hydration Body Lotion, $10.36. Shop it here.
Editor's pick: The best time to put on your body lotion is right after you shower. So, an in-shower body lotion that you apply to wet skin is a no-brainer. Apply, rinse, and pat yourself dry.
Nivea In-Shower Hydrating Body Lotion, $5.99. Shop it here.
#3: Shiseido
The 140-year-old company started as a pharmacy in Japan and reigns supreme in both Japan and China (no surprise there). But it isn't just huge in East Asian countries; it was one of the top five most popular brands in the United States, United Kingdom, France, Germany, Spain, Russia, Mexico, Indonesia, The Netherlands, Argentina, Taiwan, Belgium, and Thailand.
The most popular product from Shiseido isn't an excellent face moisturizer or cleanser. Instead, it's the brand's classic sunscreen, which promises to be even more effective when exposed to water.
Shiseido Ultimate Sun Protection Lotion, $40. Shop it here.
Editor's pick: Yes, sheet masks are here to stay. Shiseido's Benefiance line is infused with retinol — perfect for those Sunday-night routines (with a glass of wine).
Shiseido Benefiance Pure Retinol Intensive Revitalizing Face Mask, $63. Shop it here.
#4: L’Oréal
Where in the world are women being told that they're worth it? Well, Canada and South Africa, where the brand was the most talked-about skin-care line in the region. Fear not, L'Oréal lovers — it ranked within the top five brands in the United States, France, China, Italy, Australia, India, and Poland, too.
L’Oréal's best-seller worldwide? The Age Perfect Cell Renewal face serum. At $24.99, it's a steal compared to other anti-aging serums.
L’Oréal Age Perfect Cell Renewal Golden Serum, $24.99. Shop it here.
Editor's pick: This cushion compact might not be skin care, per se, but the formula will leave your skin happy and glowing all day — for a truly affordable price.
L’Oréal True Match Lumi Cushion, $14.99. Shop it here.
#5: Lancôme
At this point, the skin-care and makeup brand is synonymous with Paris, so its popularity in France is pretty much a given. What's more surprising is that Lancôme was the most popular brand in Sweden and ranked in the top five in Japan, Mexico, Saudi Arabia, Argentina, and Thailand.
This gentle makeup remover is a great for removing waterproof makeup, without leaving an oily residue behind. Need proof? It's the brand's most popular item on social media worldwide, Social Context Labs says.
Lancôme Bi-Facil Double-Action Eye Makeup Remover, $15. Shop it here.
Editor's pick: Beauty Director Cat Quinn swears by this botanical-based night oil for an extra boost of hydration to help repair her skin while she sleeps.
Lancôme Bienfait Multi-Vital Daily Replenishing Oil, $49. Shop it here.
Tied for #6: Neutrogena
Funny enough, Los Angeles-based Neutrogena was most talked-about in Mexico and Nigeria, and ranked within the top five brands mentioned in Canada and Argentina.
Neutrogena's sunscreen is just about every derm's favorite — and ours, too. Its light, non-greasy formula absorbs super quickly and holds up in humid, dry, and just plain 'ol sweat-inducing heat.
Neutrogena Ultra-Sheer Dry Touch Sunscreen, $7.97. Shop it here.
Editor's pick: This lightweight serum hits all the right notes: retinol to brighten your skin, hyaluronic acid for hydration, and an affordable price tag, too.
Neutrogena Rapid Wrinkle Repaid Serum, $23.99. Shop it here.
Tied for #6: La Roche-Posay
The French skin-care brand has a cult following behind its Effaclar line, which, it turns out, is most buzzy in Brazil and Poland (with top five placement in Argentina and Belgium).
This daily facial cleanser is a gentle, foamy cloud, with zinc to help purify your skin. Even better? It's only a cool $15.
La Roche-Posay Effaclar Gel Cleanser, $14.99. Shop it here.
Editor's pick: Another cult favorite from the French brand? This weightless sunscreen that leaves a matte finish. Use it as a primer for makeup to help fight both UV rays and sliding foundation.
La Roche-Posay Anthelios 60 Ultra Light Sunscreen, $24. Shop it here.
#7: Clarins
The French brand won the most popular spot in Norway, but it also ranked within the top five brands in the U.K., China, Turkey, Saudi Arabia, Sweden, Poland, Belgium, United Arab Emirates, and South Africa.
The classic day cream comes packed with antioxidants to help keep your skin radiant. The key ingredient here? Myrothamnus extract, which fights environmental triggers.
Clarins Multi-Active Day, $53. Shop it here.
This serum targets dark spots and acne scars. Even better? "It goes on like butter and lasts a satisfyingly long time," Refinery29 editor Taylor Bryant says.
Clarins Mission Perfection Serum, $72. Shop it here.
#8: Pond's
Your grandmother's favorite cold cream is still immensely popular. Turns out, the brand is the most talked about in India, followed by Indonesia and Nigeria. And it's not even the cold cream that's being discussed online...
It's the new Silk Cream. This cream, with its all-day moisture benefits, is the most-talked about Pond's product in the world. Who knew? Thanks to silk extract, the smooth, creamy formula promises a non-greasy finish.
Pond's Silk Cream, $12.97. Shop it here.
Our favorite cold cream cleanser is not going anywhere. This instantly recognizable bottle of moisturizer and cleanser is the gentlest makeup remover we know — and a tub lasts forever.
Pond's Cold Cream Cleanser, $7.99. Shop it here.
Tied for #9: Clinique
New York-based Clinique might be American through and through, but its most active market in social media happens to be Switzerland (followed by Taiwan, where it ranks within the top five brands).
When you think of Clinique, its classic three-step program or its iconic yellow bottle of lotion might come to mind. The most popular item worldwide, however, is this pink, moisture-packed gel lotion, which gives a dewy, plumping effect.
Clinique Moisture Surge Extended Thirst Relief, $52.50. Shop it here.
Editor's pick: Rank & Style named this the highest ranked puffy-eye treatment for good reason. This little rollerball soothes tired, puffy eyes almost instantly. Keep it in your fridge for an extra kick of calming coolness.
Clinique All About Eyes Serum, $30. Shop it here.
Tied for #9: Foreo
Swedish-designed Foreo launched the award-winning Luna cleansing facial brush, but its most popular market turned out to be Saudi Arabia, followed by the United Kingdom.
The brand's most popular product is not the original Luna brush, but the Luna 2, which has four brush types to gently exfoliate dead skin cells away. In this case, great skin comes with a hefty price tag...
Foreo Luna 2, $199. Shop it here.
Luckily, there's a cheaper mini version.
Foreo Luna Play, $39. Shop it here.
Tied for #10: Aesop
The botanical skin-care brand was established in Melbourne, so naturally, this line was the most popular in Australia. The hero ingredient in Aesop's line is parsley seed and this facial moisturizer got the most love on social media. Simply massage on your face morning and night for a mini spa session.
Aesop Parsley Seed Anti-Oxidant Hydrator, $70. Shop it here.
Editor's pick: This tiny tube of hand balm is a savior in the winter against chapped knuckles.
Aesop Resurrection Aromatique Hand Balm, $27. Shop it here.
Tied for #10: Borghese
Italian brand Borghese was, of course, the most popular brand in Italy (followed by La Mer and L'Oréal). Interestingly enough, the brand's cleansing cream proved to be the most popular Borghese product in the world.
This creamy cleanser is infused with aloe and cocoa butter for ultimate hydration.
Borghese Collezione D'Oro Saponette Moisturizing Cleansing Creme, $32.34. Shop it here.
Editor's pick: This eye cream has vitamins A, C, and E, and hyaluronic acid to plump up fine lines.
Borghese Fluido Protettivo Advanced Spa Lift For Eyes, $47.50. Shop it here.
Tied for #10: LG
The biggest brand to come out of South Korea's beauty renaissance? LG, which is a parent company for many cult favorites: History of Whoo, Belif, Su:M37, you name it.
The most popular product from LG is History of Whoo's luxe foam cleanser, known for its moisture-packed formula with heavy anti-aging impact.
The History of Whoo Gongjinhyang Foam Cleanser, $30.45. Shop it here.
The next most popular mini-brand under LG? Su:m37, inventors of the miracle rose cleansing stick. Dampen skin, massage it on cheeks, then rinse.
Su:m 37 Miracle Rose Cleanser, $24.50. Shop it here.
Tied for #10: Citra
The Indonesian brand, which just so happens to be owned by Unilever, made its name on body lotions, scrubs, and body washes. While it might not be popular stateside, it was the most popular brand discussed in Indoensia, followed by Martha Tilaar's brand, Sariayu; Pond's; Estée Lauder; and Shiseido.
The most popular product from Citra on social media? Its facial foam, with rice and green tea.
Citra Spotless White Glow Facial Foam.
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