Trends
Two years ago, 140 people a month typed "eadem lip gloss" into Google. As of August 2026 it is 60,500, and the product they are looking for is a $24 tube of tinted lip balm from a brand two friends started with their own savings. That is a 1,153x increase on the three-month average, and almost all of it arrived in a single month.
Here is the part nobody ranking for the term mentions. The product launched in June 2024. The search curve did not move until February 2026, twenty months later. Search this term today and you get Reddit, Instagram, TikTok, a Facebook post and Sephora's community forum. Not one editorial page ranks on the first screen, which tells you exactly who built this: not a press cycle, not a campaign, just people filming their lips. We have the curve, the family of related terms and the month it broke. Nobody else does.
Key takeaways:
- "eadem lip gloss" grew from 140 to 60,500 US monthly searches in two years, up 3,681% year over year, classified as EXPONENTIAL in the Rising Trends database (data as of August 2026).
- The breakout month is February 2026, when the term jumped from 8,100 to 49,500. The product had been on sale since June 2024.
- The gloss is not the biggest Eadem term. "eadem lip balm" runs at 90,500 a month as of August 2026, and "eadem founder" is up 488% in a year. Demand has moved past the item to the company.
- The thing people are searching for is one product, Le Chouchou, $24 for 0.49 oz, rated 5.0 across 2,612 reviews on the brand's own page. At the time of writing it is on a waitlist rather than a buy button.
- The founders published a post on 1 August 2026 about copies of the chrome tube and the bulbous metal applicator. The same month, searches returned to their 60,500 peak.
- The fastest-growing lip term in our database over the last year is not Eadem at all. It is lip smackers flip gloss, up 6,233%, a gloss that sells for under $5.
Let's get into it.
The search spike, in numbers
Here is the monthly volume for "eadem lip gloss" over two years, straight from our database. It is not a staircase. It is a flat line followed by a wall.
For the whole of 2025 the term barely registers. It is 2,400 in September 2025, 9,900 in November, 12,100 in December, then it actually falls back to 8,100 in January 2026. February is the break: 49,500 in one month, a six-fold jump. March takes it to 60,500, and after a soft spring it is back at 60,500 in both July and August. The acceleration ratio between the last three months and the three before is 1.01, which is the statistical way of saying this has not faded.
Now the part that reframes the story. Put the term next to everything else people search around this brand and this category.
Those eight terms are 217,900 searches a month between them as of August 2026. The one at the top is not the gloss. Eadem lip balm sits at 90,500 and is up 400% in a year, which matters because it is the same physical product under the name the brand actually uses. People are finding it as a gloss and then looking it up as a balm. Underneath, eadem founder is only 1,000 a month but up 488%, and searching for who runs a company is not something people do for a lip product they tried once.
The incumbent is going the other way. "laneige lip mask", the term that owned this category for years, is 40,500 a month and down 18%. The generic category term clean beauty brand is down 45%. A single product is outgrowing the category it sits in, which is the clearest signal in the whole dataset.
What Le Chouchou actually is
It is one tube that the brand sells as a 3-in-1: a softening mask, a gentle peel and a tinted gloss. The official product page lists it at $24.00 for 0.49 oz (14 g), rated 5.0 across 2,612 reviews, with a build-your-own trio of any three shades at $63.
The formula reads like skincare rather than makeup. Hibiscus flower acids and lactic acid sit alongside two peptides, palmitoyl hexapeptide-12 and palmitoyl tripeptide-1, in a base of shea butter, Brazilian acai butter, African mongongo butter and moringa oil. If peptides in a lip product sound like a category crossover, that is because they are: the broader peptide trend has been pulling injectable-adjacent ingredients into everyday products for two years. The brand's own clinical numbers: after one use 97% felt more hydrated and 100% said their lips felt soothed, and after two weeks 94% said it worked better and lasted longer than any balm they had tried.
Two design details explain more of the virality than the formula does. The tube is chrome. The applicator is a bulbous metal tip that the founders say started life as an under-eye component before they rescaled it for lips. Both read instantly on camera, which is the whole job when your distribution is other people's phones.
The brand behind it is Eadem, pronounced ee-dem, Latin for "all" or "the same". Marie Kouadio Amouzame, an engineer born in Cote d'Ivoire and raised in France, and Alice Lin Glover, who grew up in California, met at Google and started the company in 2020. The shade names carry that: Bissap Glaze for Marie's Ivorian heritage, Boba Bounce for Alice's Taiwanese one.
Why it took twenty months
The honest answer is that it did not go viral at launch, and the brand says so itself.
Le Chouchou arrived in June 2024 in five shades at $24. The brief, in Marie Kouadio Amouzame's words at the time: "We all have a million lip products in our makeup bag, as someone who puts everything in their pockets, I just want THE ONE thing to do it all." Our database says 140 searches a month at that point. Eighteen months later it was still under 10,000.
What changed in early 2026 was shade count plus accumulated proof. The brand added two pink shades, Sakura Shaved Ice and Chateau Rose, and the reviews that had been building quietly all through 2025 suddenly had new product to attach to. Marie Claire's review, published on 4 March 2026, opens by admitting the writer's feed had been "flooded" with the silver tubes for months before she tried it. Her verdict: "Eadem's Lip Chouchou just does it better than the rest." That is a review chasing a trend, not starting one.
The content itself is relentless and it is almost all creator-made. This clip from @ashleydkelley, posted on 15 September 2026, is the format in its purest form: no script, no brand brief, just the tube and the reaction.
Thousands of those exist. None of them individually explains 60,500 searches a month. Together they explain all of it, and they explain why the SERP has no editorial page on it: the demand was built in a place Google indexes badly, so the ranking pages are the social posts themselves.
How it compares
Put it against the products it is actually replacing in people's bags, using our search data for each.
| Product | Price | What it is | Monthly searches (Aug 2026) | 1y change |
|---|---|---|---|---|
| Eadem Le Chouchou | $24 | Tinted balm, peel and gloss in one tube | 60,500 | +3,681% |
| Laneige Lip Sleeping Mask | Varies by retailer | Overnight treatment, no colour | 40,500 | -18% |
| Lip Smacker Flip Gloss | $4.97 | Flavoured gloss, flip-top applicator | 1,900 | +6,233% |
| SPF lip gloss (category) | Varies | Gloss with sun protection | 1,300 | 0% |
The row that should worry Eadem is the third one. Lip Smacker's Flip Gloss sells for $4.97 at Walmart and is growing faster in percentage terms than anything else in the set.
Read that chart carefully. The two fastest-growing lip terms in our database are a $24 treatment and a $5 flavoured gloss, and the things in the middle, the ordinary mid-priced glosses and the category words, are flat or falling. Demand is moving to the ends of the price range and away from the middle, which is the same barbell we found in the ghost lashes trend: either the thing is a genuine treatment you can justify, or it is cheap enough to be an impulse.
What the early reaction says
The reviews are good and the complaints are specific, which is usually a sign of a real product rather than a hype cycle.
On the brand's own newsletter, a reader writing as bisousbe commented in September 2026: "im so obsessed! Le Chouchou is the only lipbalm i stand by! they works wonderfully and they're delicious." That is the median response.
The sharper read came from MalianaC, who spent two weeks testing it and went through the ingredient list in March 2026. Her technical objection: "For the acids in this formula to actively exfoliate, they need to be in a water-based environment at a low enough pH to actually penetrate the skin. This formula is dominated by heavy oils, waxes, and polymers." Her commercial objection is sharper still, and it is about the gap between the videos and the tube: "They were not sold a lip treatment. They were sold a moment, and the moment did not last as long as the price tag suggested it should."
Then there is the complaint that forced the brand to respond in public. Some users found that rubbing their lips after applying produced small rolls of dead skin, and read that as over-exfoliation. On 19 August 2026 Eadem published a post answering it directly, opening with "There's a conversation happening online right now about Le Chouchou." The argument: the formula is made at a higher pH, so its lactic acid acts as a humectant rather than an exfoliant, and what people are seeing is desquamation, skin shedding cells it was already ready to release. Whether you buy that or not, a brand writing a chemistry explainer for its own customers is what a product looks like when it outgrows its marketing.
What it means for the category
Social proof now beats retail distribution. Eadem had the Sephora shelf for well over a year while searches sat near zero. What moved the number was volume of creator content, not placement. For anyone tracking makeup and cosmetics trends, the lesson is that a listing is table stakes and the camera is the channel.
The hybrid is eating the single-purpose product. Laneige's lip mask is a very good product that does one thing, and it is down 18% in a year while a tube that claims three jobs is up 3,681%. The same consolidation is running through skincare trends generally: fewer steps, more claims per container.
The dupes arrive before the brand is ready. On 1 August 2026 the founders published a post about exactly this.
The post is worth reading in full, because it is the clearest account anyone has published of what the last two years looked like from the inside. "There was no instant sellout. No overnight viral moment," they write. "We had to keep showing people what made it different, one detail, one swipe and one customer at a time." On the copies: "when you see a 'dupe,' remember that resemblance is only the part you can see." And the line that explains why they bothered to write it at all: they are "clear-eyed about how often ideas from people who look like us are picked up, repackaged and made more profitable by companies with greater resources and far less risk on the line."
Supply is the binding constraint. As of 1 October 2026 the brand's own product page serves a waitlist instead of a buy button, with the line "We will notify you when Le Chouchou is back in stock." A self-funded brand that cannot make enough of its hero product while its search volume sits at a two-year high is the textbook moment when a bigger competitor gets a free run at the shelf.
What to watch next
Watch the balm term, not the gloss term. If eadem lip balm keeps pulling ahead of 90,500 while the gloss term flattens, the brand has successfully moved people from the viral nickname to its own product name, which is what durable brands do. If both fall together, this was a moment.
Watch "eadem founder". A thousand searches a month is small, but it is up 488% in a year and it is the term that usually precedes a funding headline, an acquisition rumour or a founder profile. It is the leading indicator on the eadem lip gloss trend page worth checking monthly.
Watch the cheap end. Lip Smacker Flip Gloss at +6,233% is the competitive answer forming in real time. If a $5 flip-top gloss keeps compounding while a $24 treatment holds flat, the chrome tube stops being a signal of quality and becomes a shape anyone can buy.
The broader pattern is the one our data keeps showing in beauty. A product can sit on the shelf for twenty months doing nothing, then move 6x in a single month because enough people filmed it. The spike is not the beginning of the story. It is the moment the slow part finally becomes visible, and if you only watch the spike you will always be twenty months late.
Want to spot a product like this while it is still at 140 searches a month? Read our guide on how to identify market trends, follow the live eadem lip gloss trend page, or browse what is breaking out right now on the Rising Trends dashboard.
