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It’s a known fact that European women have some really good beauty secrets. I mean, this is the land of Chanel and Charlotte Tilbury, a signature red lipstick and effortless chic. From French girl makeup to the Frazzled English Woman aesthetic and French wardrobe staples, if they have a tip to share, my ears are open. As a trend reporter, I’m often buried deep in the data, looking for searches and terms that surprise me. So when I noticed that Iraqi-American Huda Kattan’s TikTok-loved beauty brand, Huda Beauty, was climbing the charts, I was intrigued. Many of her products, including the Easy Blur Foundation ($37) and Easy Bake Loose Setting Powder ($39), were “breakout” terms in Google Trends—meaning search interest was up over 5,000 percent—across the continent. Below are some of the most popular picks on the rise, with input from PureWow’s very own London-based Associate Fashion Commerce Editor, Stephanie Meraz.

The Easy Blur Foundation contains calming niacinamide, which can help reduce redness, plus silica that lends the lightweight, blurred finished. Meraz tells me the serum-like formula is “Such a gem that really does give me a flawless, airbrushed finish. A little really does go a long way—I seriously use one tiny dot of foundation for my whole face, and I get a really natural finish.” Interest is on the rise in the United Kingdom, Germany, Italy and Sweden.