New York tops the list—but America’s beauty obsession goes far beyond the coasts. Discover where your city ranks for skincare, makeup, anti-aging, and more.
A Nation Obsessed With Beauty
From Botox appointments to body scrubs, Americans are embracing beauty and self-care like never before. In some cities, beauty search interest rivals fitness or food. Across the country, search interest is rising for everything from daily skincare routines to advanced aesthetic treatments.
To better understand where this demand is highest, MedicaDepot analyzed 12 months of Google Trends data across 50 of the largest U.S. cities. We tracked search activity across nine key categories—skincare, makeup, hair care, nail care, body care, salon, spa, Botox, and dermal fillers—and assigned each city a total Beauty Interest Score out of 100.
The results offer a fresh, data-backed snapshot of which cities are leading today’s beauty movement—and how regional interest varies by treatment type.
Key Findings at a Glance
- New York City ranks #1 overall, leading the nation in searches for makeup, hair care, and nail care.
- Los Angeles takes the #2 spot, with consistently high interest in body care, salon visits, and skincare.
- Miami places third, standing out for its strong search volume around spa treatments, injectables, and body care.
- San Diego leads the nation in Botox-related searches—earning it the unofficial title of America’s injectable capital.
- Chicago ranks across nearly every category, making it one of the most well-rounded beauty markets.
- Nashville, Portland, and Baltimore recorded the lowest beauty search interest among major cities in 2025.
Top 20 Most Beauty-Obsessed Cities in America (2025)
These cities topped the rankings based on Google Trends search volume across nine core beauty categories: skincare, makeup, hair care, nail care, body care, salon, spa, Botox, and dermal fillers.
1. New York, NY
Total Score: 96.99
The Big Apple takes the crown as the most beauty-obsessed city in America. It ranks #1 for hair care, makeup, and nail care searches—while also placing near the top for Botox and dermal fillers. In a city where image and impression matter, beauty is clearly a daily priority.
2. Los Angeles, CA
Total Score: 94.92
Los Angeles delivers on its glam reputation with top scores in salon visits, body care, and skincare. The city also ranks among the highest for injectables, reflecting the influence of Hollywood, influencer culture, and a longstanding affinity for aesthetics.
3. Miami, FL
Total Score: 93.91
From spa treatments to Botox and body care, Miami consistently ranks in the top three across categories. A city known for sun, skin, and style, its strong interest in both beauty maintenance and enhancement mirrors its vibrant cultural identity.
4. San Diego, CA
Total Score: 91.22
San Diego leads the nation in Botox-related searches and performs exceptionally across makeup, skincare, and dermal fillers. With its health-forward and wellness-oriented culture, the city demonstrates a strong focus on age-defying care and daily self-investment.
5. Las Vegas, NV
Total Score: 88.99
Known for its high-glamour nightlife, Las Vegas ranks especially high for hair care, nail care, and spa interest. The city’s beauty priorities appear to align with its image-driven entertainment scene—where bold aesthetics are part of the appeal.
6. San Francisco, CA
Total Score: 88.10
San Francisco shows high search volume for skincare, Botox, and salon treatments. The city’s beauty habits suggest a preference for clean, refined aesthetics—possibly shaped by its tech-centric, urban-luxury culture.
7. Chicago, IL
Total Score: 87.09
Chicago ranks in the Top 10 for nearly every category, showing balanced engagement across hair care, spa services, and skincare. Its search trends reflect both a broad interest in appearance and a well-rounded beauty economy.
8. Houston, TX
Total Score: 86.07
Houston’s scores are driven by strong interest in skincare, body care, and fillers. The data points to a fast-growing market for beauty and wellness services, particularly non-invasive treatments and at-home care.
9. Dallas, TX
Total Score: 85.32
Dallas ranks especially high in nail care, while also performing well across injectables, hair, and spa searches. The city’s beauty landscape blends Southern style with modern aesthetics, fueling demand across traditional and clinical categories.
10. Atlanta, GA
Total Score: 83.41
Atlanta’s top beauty interests include spa treatments, Botox, and skincare—categories where it places near or above national averages. The data suggests a beauty culture grounded in self-care, style, and social polish.
Cities Ranked #11–20 (Quick Insights)
11. Memphis, TN – High search interest in Botox and skincare; beauty engagement here is rising steadily.
12. Sacramento, CA – Strong scores in salon visits and injectables, especially dermal fillers.
13. Boston, MA – Skincare and makeup top the list, alongside moderate spa and body care interest.
14. Milwaukee, WI – A balanced performer across all categories, with slightly higher focus on nail care.
15. Fresno, CA – Body care and fillers drive most of the activity here, signaling interest in targeted treatments.
16. Colorado Springs, CO – Elevated search interest in salon and spa categories; a wellness-leaning market.
17. Fort Worth, TX – Slightly stronger demand for Botox, salon, and nail care compared to surrounding cities.
18. Minneapolis, MN – Interest is spread evenly, with slight upticks in skincare and dermal fillers.
19. Detroit, MI – High activity in injectables and skincare, showing growth in medical aesthetics.
20. Louisville, KY – Strongest in salon and nail care, with steady but moderate scores elsewhere.
Which Cities Lead by Category?
From glowing skin to ageless results, different cities shine in different areas of beauty. Below, we break down which locations lead the way in search interest for skincare, makeup, and anti-aging treatments.
Top Cities for Skincare Searches
These cities ranked highest in search volume for skincare terms, including facial routines, moisturizers, serums, and professional treatments.
- Miami, FL – A clear leader in skincare interest—likely driven by year-round sun exposure and a culture rooted in personal care.
- Los Angeles, CA – Strong demand for both daily skincare routines and advanced skin treatments keeps LA among the top.
- San Francisco, CA – High search volume reflects consistent interest in clean beauty, clinical care, and dermatologist-backed solutions.
- San Diego, CA – A coastal city with a wellness-forward mindset and strong emphasis on skin health and anti-aging.
- New York, NY – While NYC ranks #1 overall, it also places firmly in the top five for skincare, showing well-rounded beauty engagement.
Top Cities for Makeup Searches
Makeup-related terms—from everyday looks to bold glam—saw the highest search interest in these cities:
- San Diego, CA – Leads the country in makeup search activity, from product reviews to tutorial content.
- Houston, TX – A standout city for how-to beauty searches and cosmetic product interest.
- Los Angeles, CA – Long established as a hub for makeup artistry and glam culture, LA remains a national leader.
- Miami, FL – A style-conscious city where bold, polished looks are part of the daily aesthetic.
- New York, NY – Strong makeup interest complements NYC’s high rankings in nail care, skincare, and salon services.
Top Cities for Anti-Aging Treatments (Botox + Dermal Fillers)
These cities showed the highest combined interest in non-surgical aesthetic treatments, reflecting strong demand for youthful, age-defying care.
- San Diego, CA – Ranks #1 for Botox and in the top five for dermal fillers, showing a clear emphasis on preventative and restorative treatments.
- Los Angeles, CA – Consistently high search volume across both injectables—driven by aesthetics-savvy consumers and wide provider availability.
- New York, NY – A sophisticated market with high engagement in both medical aesthetics and skincare maintenance.
- San Francisco, CA – A data-driven, wellness-conscious city with growing interest in subtle, non-invasive enhancements.
- Chicago, IL – Midwestern demand for injectables is on the rise, with Chicago showing strong, steady interest across the board.
10 Cities with a More Natural Approach to Beauty (2025)
While some cities are leading the national beauty conversation, others reflect a more understated approach to personal care. Whether influenced by local values, lifestyle habits, or access to aesthetic services, these cities recorded the lowest overall search interest across nine beauty-related categories: skincare, makeup, hair care, nail care, body care, salon, spa, Botox, and dermal fillers.
This doesn’t suggest a lack of self-care. Rather, it may indicate a stronger emphasis on natural beauty, a lower density of cosmetic providers, or simply less engagement with emerging beauty trends.
Cities with the Lowest Overall Beauty Search Scores:
1. Nashville, TN
Ranked last overall, Nashville showed the lowest search volume for skincare and body care. This may reflect a more understated approach to beauty, with greater emphasis on simplicity or non-commercial self-care routines.
2. Arlington, TX
Consistently low interest across categories such as makeup, nail care, and spa treatments suggests a cultural lean toward everyday beauty over professional or aesthetic services.
3. Portland, OR
Known for its wellness-first mindset, Portland ranked low in traditional beauty search terms like salon visits and skincare—potentially favoring holistic or minimalist approaches to appearance.
4. Baltimore, MD
Modest search volume across most categories, particularly hair care and spa treatments, may indicate a preference for practicality and low-maintenance beauty habits.
5. Tulsa, OK
Recorded the lowest makeup search interest of any city analyzed. Engagement across categories was minimal, suggesting beauty may not be a strong part of regional lifestyle identity.
6. San Jose, CA
Despite California’s reputation for aesthetics, San Jose ranked low in beauty-related searches—possibly reflecting a tech-driven culture with less emphasis on external appearance.
7. Columbus, OH
Lower-than-average interest in both daily routines and aesthetic treatments could suggest a stronger focus on functionality over fashion in beauty behavior.
8. New Orleans, LA
While spa-related searches showed moderate activity, interest in clinical treatments like injectables was limited—indicating a local preference for relaxed or natural beauty norms.
9. San Antonio, TX
Scored among the lowest in anti-aging categories like Botox and dermal fillers, pointing to a community less engaged with cosmetic procedures.
10. Seattle, WA
Despite its strong wellness identity, Seattle ranked low in makeup, spa, and injectable interest—perhaps favoring a more natural, health-oriented aesthetic over trend-driven treatments.
Expert Insight: What the Data Tells Us
“Beauty interest isn’t vanity—it’s confidence, care, and cultural expression,” says Dr. Naomi Ellis, board-certified dermatologist.
As aesthetic treatments become more accessible and culturally accepted, Dr. Ellis notes a rising curiosity in cities well beyond traditional beauty hubs like New York and Los Angeles.
“From Botox in San Diego to skincare in Chicago, we’re seeing more thoughtful, intentional engagement across the country. People are choosing beauty in ways that reflect how they live, work, and feel.”
Search trends, she explains, offer more than just marketing signals—they provide early insight into emerging priorities, underrepresented regions, and evolving definitions of self-care.
“For professionals in medical aesthetics, staying attuned to these shifts isn’t just good strategy—it’s how we stay relevant, responsive, and truly patient-centered.”
Final Thoughts: The Beauty Boom Is Local
America’s beauty obsession is booming—but it’s far from one-size-fits-all. Cities like New York, Los Angeles, and Miami dominate in overall search activity, but other regions stand out for specific areas of focus—whether that’s anti-aging treatments in San Diego or nail care in Dallas.
For providers and brands, this data offers more than just rankings—it reveals opportunity. Tailoring services and messaging to local interest can help practitioners build stronger patient relationships and deliver more targeted care.
At MedicaDepot, we support licensed professionals with the insight, tools, and trusted products they need to grow responsibly—and meet patients where they are.
Methodology
This study analyzed Google Trends and Keyword Planner data to assess beauty-related search interest across 50 major U.S. cities over a 12-month period.
Cities were evaluated based on relative search volume in nine key categories:
- Skincare
- Makeup
- Hair Care
- Nail Care
- Body Care
- Spa
- Salon
- Botox
- Dermal Fillers
Each city received a normalized Beauty Interest Score out of 100, calculated by averaging its relative performance across all nine categories. Higher scores indicate greater overall interest in beauty, personal care, and aesthetic treatments.
Search data reflects public interest patterns and does not represent clinical demand or treatment usage. All insights are based on publicly available tools and current consumer behavior trends in wellness and medical aesthetics.
Sources
Data for this study was gathered using the following publicly available tools and references:
- Google Trends – Used to analyze relative search interest by city across all nine beauty-related categories.
- Google Keyword Planner – Provided supplemental volume estimates to support category weightings and interest patterns.
- U.S. Census Bureau – Referenced for city population benchmarks to contextualize normalized search data.
- RealSelf and CareCredit – Consulted for additional insight into consumer interest around injectables (Botox and dermal fillers).
- MedicaDepot Internal Market Research – Provided expert context and analysis on aesthetic treatment trends and regional engagement.
This study reflects interest in beauty and self-care based on search behavior. It does not measure actual product purchases or treatment volumes.
Full Rankings: Beauty Interest Scores by City (2025)
The table below shows the complete results from MedicaDepot’s 2025 analysis of beauty-related search interest across 50 major U.S. cities. Each city received a total Beauty Interest Score out of 100, based on Google Trends data across nine categories: skincare, makeup, hair care, nail care, body care, spa, salon, Botox, and dermal fillers.
Use the table to explore how each city ranked overall—and see where your city stands in the national beauty conversation.
