Kosas and Naturium currently sit atop of the list of fastest-growing lip care brands in the U.S., according to analysts at Spate.

The firm delved into publicly available consumer data, including Google search, to determine shifts in consumer behavior.

Based on Spate's analysis, Naturium averages 12,000 monthly searches, a 72.5% leap compared to last year's data. 

The brand's product that is gaining the highest interest from prospective consumers is the Naturium lip balm. 

Retailing for $10, the Naturium Phyto-Glow Lip Balm keeps lips nourished, hydrated, and shiny throughout the day and also serves as an overnight lip mask. 

Consumers also inquire about lip care formulated with phyto-derived esters, which is a key ingredient of this product. 

Another reason consumers are paying attention to this brand is that its lip balm is considered a dupe of the Summer Fridays Lip Balm being sold for $24 -- twice as high as Naturium's offering. 

Another fast-growing lip care brand is Kosas, which has an average of 2,700 monthly searches, a 117.2% growth compared to 2023.

Some of the highest related key searches include Kosas lip oil and Kosasport Hyaluronic Lipfuel Lip Balm.

The latter item is available at its official website for $18, and consumers are recognizing its potential as a moisturizing lip product while giving them their desired additional color and shine. 

The Kosasport Lip Fuel Lip Balm also contains ultra-hydrating hyaluronic acid loaded with active skincare ingredients, including vitamin E, wild mint, and konjac root that hydrates, energizes, and protects the lips. 

Based on its clinical results, obtained after testing the lip balm on 33 people, daily use for four weeks can increase the lips' plumpness, smoothness, and firmness.