Yelp maps 15 years of beauty trends

Lash extensions peaked in 2017 and 2018, before falling slightly out of favor this year.

Is the Brazilian wax officially unfashionable?

It could be, according to online directory Yelp, which has made the suggestion as part of a trend report published to mark its 15th anniversary this October.

According to the platform's data, formerly major beauty trends such as the Brazilian wax, lash extensions and Keratin hair treatments are declining in popularity. While the intimate hair removal technique has been slowing down ever since it peaked in 2005, Keratin's most popular moment came in 2011, and lash extensions peaked in 2017 and 2018, before falling slightly out of favor this year.

Instead, beauty buffs are increasingly seeking out technically-advanced skincare treatments such as hydrafacials, which have seen demand skyrocket over the past five years on Yelp. The company also highlights the non-surgical procedures of dermaplaning and microneedling as rising trends.

According to Elle, Yelp's data points to Brazilian waxes, eyebrow shaping and tanning beds as being some of the most popular beauty treatments in 2005. Fast forward to 2019 and the platform's data throws up vaginal steaming, fillers and laser facials as being some of the major beauty trends of today.

"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," Tara Lewis, Yelp trend expert, shared with Elle, "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."

For more information on Yelp 15, see