This October marks 15 years since business directory service and crowd-sourced review forum, Yelp, was founded by student Jeremy Stoppelman.
To celebrate the milestone, Yelp has taken a look back at the biggest trends identified since 2004, including the hottest food and fitness fads, and the peak and fade of certain beauty treatments.
The report has revealed some telling data, namely, that Brazilian waxes have steadily lost traction over the years after peaking in 2005 - perhaps due to the rise in laser hair removal - as have Keratin treatments which appear to have lost popularity since 2011. Lash extensions are also thought to be declining in popularity since only last year.
More recently, consumers are looking for treatments that will enhance their skin by introducing moisture or boosting collagen production. In 2019, some of the most popular facial treatments include hydrafacials, dermaplaning and microneedling.
Yelp trend expert Tara Lewis attributes this to consumers caring more about what's happening to skin under the makeup and fake tans.
"At Yelp, we’re seeing that people are going for beauty treatments that are reflective of a more natural look — ditching the fake tans and permanent makeup and opting for treatments like dermaplaning and microneedling that improve the texture and appearance of skin, so they can let their glowy complexion steal the show," she said.
Here's a run down of Yelp's top beauty treatments over the past 15 years:
2005 - Lash Tint
2005 - Brazilian Bikini Wax
2005 - Eyebrow Shaping
2005 - Body Scrub/Body Wraps
2005 - Tanning Bed
2006 - Lip Plumping
2011 - Keratin
2012 - Microdermabrasion
2012 - Laser Hair Removal
2013 - Drybar
2013 - Blowout
2014 - Spray Tan
2016 - Nail Art
2016 - Permanent Makeup
2016 - Eyebrow Tattoo
2017 - Lash Extension
2017 - Eyebrow Dye / Tint
2017 - Chemical Peel
2017 - Tattoo Removal
2018 - Sugaring
2018 - Teeth Whitening
2019 - Dermaplaning
2019 - Coolsculpting
2019 - Laser Facial
2019 - Fillers
2019 - Emsculpt
2019 - Hydrafacial
2019 - Ultherapy
2019 - Kybella
2019 - Collagen
2019 - Nail Art
2019 - Vaginal Steaming
2019 - Lash Lift
2019 - Microneedling
