The £47 little-known eye cream that has become the most Googled beauty product of 2018

Sonia Haria
Updated
eye cream - Copyright (c) 2013 Rex Features. No use without permission.
eye cream - Copyright (c) 2013 Rex Features. No use without permission.

It's been a strong year for the beauty industry this year, with hundreds of new launches and new innovations hitting the market. Particularly so for skincare, which has more often than not seen its profits overshadowed by the lucrative cosmetics and make-up category. According to market researchers The NPD Group, skincare has seen a revival in 2018 and was valued at £271 million in the period from January 2018 to June 2018, an increase of 4%. Whilst make-up, which was valued at £358 million from January to June 2018 declined 2% compared to the same period in 2017.  

So it is no surprise then that the most Googled beauty product of 2018 was in fact a skincare - or eyecare, more specifically - product. What is surprising however is that it is a product by the cult French brand Filorga. Founded in 1978 by a French doctor of aesthetic medicine, Filorga's skincare is rooted in the science of how injectibles can help to slow the signs of ageing, but in at-home cream formulas. 

The Time-Filler Eyes eye cream by Filorga, £47, appeared in the Marks & Spencer's beauty advent calendar which caused searches for the product to soar. In fact, the product is currently out of stock on Marks & Spencer's website (but you can buy it here).  It claims to have a powerful, Botox-like effect to smooth expression lines and help to ease dark circles.

time filler
time filler

Coming in at number two on the list of most Googled beauty products and trends was the hair straighteners by GHD, which is no surprise considering they are one of the most popular hair tools in the UK. Also in the line-up were brands Urban Decay, Huda Beauty and Fenty Beauty by Rihanna, which are three of the most popular brands globally among millennials.  Of course all three brands have a huge social media presence and a marketing strategy that promotes a cult-like following for its often sell-out products. 

So while it's big news the leading product on the list is an eye cream targeted at women over 40, it shows encouraging signs towards a buoyant skincare market for 2019. More importantly, however, that the buying power of the British women who shops at Marks and Spencer should never be underestimated.