The most searched for beauty brand of 2017 is an unusual one

We didn't expect this.

With the rise of Fenty Beauty and Kim Kardashian's cosmetics, you'd think those would be the front runners in the beauty field this year. Not so. Instead, the most searched for brand is one we haven't even heard of. Ulta Beauty took the beauty op spot of 2017... and honestly, is it a make-up line? A website? We don't know. Looking further into it, Ulta is kinda both. It stocks all of the beauty brands you can think of... at bargain prices. Just think Sephora, but cheaper. And we're very glad we found it because... #treatyoself. Here are the top ten most searched for beauty brand of the year:

1. Ulta Beauty
2. BH Cosmetics
3. Senegence Lipsense
4. Charlotte Tilbury
5. Milk Make Up
6. Benefit
7. Wet N Wild
8. Fenty Beauty
9. Huda Beauty
10. Finishing Touch Flawless