Etsy SEO

Most Popular Beauty & Jewelry Keywords on Etsy in 2022

Using the right keywords in your Etsy shop is a vital step toward the growth and success you deserve. But the right keywords require a little research to find. So what better place to start than Marmalead? Well, we did the research (so you didn’t have to) and pulled some of the most popular beauty and jewelry keywords on Etsy in 2022. Here they are!

Marmalead is a great way to find the right keywords that are the best and most relevant to your product and competition.

Editor’s Note: We recently published an updated list of the top 500 Etsy keywords from 2021. Gain access to this updated list through the link below!

Marmalead’s list of the 500 most popular Etsy keywords from 2021 is an eye-opening look into the habits of Etsy shoppers everywhere.

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Recently, we published a comprehensive article on some of the most popular keywords on Etsy in 2022. But there were a few categories that had more than just a couple popular keywords. And hands down, beauty products and jewelry are two of the most popular keywords on the Etsy marketplace, and for a good reason.

There’s a high demand for handcrafted, one-of-a-kind jewelry and smartly sourced beauty products that are kind to animals and the Earth.

Related: Here are the most popular home decor keywords on Etsy in 2022

Now, before we take a deep dive into these keywords, it’s crucial to understand precisely what Etsy defines as ‘beauty’ and ‘jewelry.’

Defining “beauty & jewelry” on Etsy

It’s safe to say that quite a lot (but not all) of the products in the beauty and jewelry categories on Etsy are targeted at women. 

For beauty, this means things like scrubs, cosmetics, face masks, moisturizers, bath accessories, and so on. This category also includes cosmetics for men, including beard oils and waxes, too. 

The Etsy marketplace is famous for low-volume, high-quality, and handmade goods, and the beauty section is ideal for products like that. 

Etsy is also home to many jewelry brands for the same reason; jewelry is one of the most popular product categories on Etsy. And high-quality, handmade pieces made by life-long artisans are common. 

Nowadays, handmade jewelry on Etsy encompasses necklaces, rings, earrings, bracelets, piercing jewelry – pretty much everything. 

Close up of women's hand wearing a gold ring.

How to use these beauty & jewelry keywords for your Etsy shop

The keywords on this list are popular because many people search for them

That, however, doesn’t mean they’re the best keywords for you to focus on when starting or growing your brand. For example, ‘keychain’ is such a popular keyword because of the number of buyers searching for it – which means there’s a lot of competition. However, on the surface, you can understand why ‘keychain’ would be extremely competitive – this keyword is simply too broad.

Most popular beauty and jewelry keywords on Etsy - 'Keychain' keyword statistics from Etsy.

That’s why it’s best to use the most popular beauty & jewelry keywords on Etsy as indicators of a good niche to start or expand into.

So, rather than concentrating on products using ‘keychain,’ better keywords could be:

  • ‘leather keychain’
  • ‘cute keychain for kids’
  • ‘keychain for dads’ 

In other words, use the popular keywords in this list as a guide to where you should further niche down your keyword research.

Most Popular Beauty & Jewelry Keywords on Etsy in 2022

Here they are:

Anxiety rings

Dual purpose rings that come in gold, silver, or any variation of colors. These popular rings offer a tactile experience that helps reduce anxiety by keeping your hands and mind busy.


A craft supply that’s used for any and all types of jewelry. Many handmade jewelers got their start working with beads, but sellers continue to offer innovative and intricate products with this keyword in mind.


Chunky or dainty, bracelets keep your wrists looking fashionable. A basic keyword that offers room for a specific niche.


A minimalist necklace without the bells and whistles. Typically does not include extra charms, stones, or fillagree.


Before Pandora expanded on the infinite world or charms, these were most popular with kids in the schoolyard. Nowadays, charms vary from inexpensive trinkets to diamond-laced anything. Every good chain or bracelet could use a charm.


Popular in the 20s, then again in the 40s, then in the 2000s… Everything old is new again.

Clip on earrings

A great way to accessorize without all the piercings. Good for costumes and cosplays.

Cross necklace

A standard necklace with a cross charm.

Crystal necklace

Crystals are a popular search term on Etsy for a variety of reasons. Crystal jewelry, crystals for healing, crystal vases – many final products feature crystals. 

Therefore, before racing out to sell ‘crystal,’ it’s best to do some deeper research yourself. 

Whether you believe in their healing properties or not, there’s been a recent surge in the popularity of crystals for healing, relaxation, and spiritual purposes. 

Crystal jewelry, incredibly minimalist in design, is always a popular niche. 

This is one of those crossover keywords that can be used in multiple categories. Crystal home decor, like vases, decanters, and whiskey bottles, is also popular, selling both new, used, and vintage products. Again, this demonstrates the importance of niching down as opposed to using keywords that are extremely vague.

Dangle earrings

Made popular by George Michael and other 80s heartthrobs, these dangle earrings are back in style.

Ear cuff

A circular band that clips over the edge of your ear.


Small and relatively affordable, it’s easy to see why ‘earrings’ is a popular Etsy keyword. Again, spend the time to figure out what type of earrings present your business the most opportunity — earrings for babies, drop earrings, fake gold earrings, and so on. 

Emerald ring

A standard ring with an emerald stone.

Engagement ring

The biggest money maker in the ring market.

Fidget ring

Another term for ‘anxiety ring.’

Gold earrings

Like most of the keywords on this list, ‘gold earrings’ is extremely competitive. While there are thousands of shoppers searching and engaging with listings that use this keyword, there are thousands more listings using this tag.

This means you’ll have a rather hard time ranking for this keyword.

Most popular beauty and jewelry keywords on Etsy - 'Gold Earrings; keyword statistics on Marmalead.

Gold necklace

Could also be considered a chain.

Gold ring

The classic gold ring. 

Most popular beauty and jewelry keywords on Etsy - Close up of a gold ring with a small diamond.

An engagement ring, a wedding band, male, female – it’s simple to see why this search is popular, and it’s not hard to find a way to narrow down on this idea—gold ring for men, gold ring for a friend, gold thumb ring.

Handmade jewelry

Realistically, most of the jewelry sold on Etsy should be considered ‘handmade jewelry.’ This is a keyword shoppers may type into search, but they’ll quickly narrow their search down to something more specific.

Herkimer diamonds

A specific diamond from the Herkimer Diamond Mines.


Very broad with absolutely no clear definition. But this is the type of keyword your average buyer will type into Etsy search. This presents a great opportunity to really niche down into something specific. 

Jewelry box

A simple or ornate box to store your jewelry.


Yup, it made the list. Keychains, like earrings, are usually small and inexpensive and make an ideal gift. Keychains are relatively easy to create (depending on the material) which makes them a popular product to sell on Etsy.

Customers can personalize them (if you allow it), perhaps with an uploaded photo, a monogram, initials, or anything really.

Men’s ring

Jewelry on Etsy isn’t just for women. Engagement rings, promise rings, and standard jewelry for men can be found aplenty.

Men’s wedding band

Can be simple, intricate, made from deer antlers, made of rubber, or anything really.

Mother of pearl pendant

Also known as nacre, an iridescent material produced by some mollusks. Many products on Etsy aren’t technically selling Mother of Pearl items. But that doesn’t make the search term any less popular.

Name necklace

Like the name suggests, this necklace includes your name or the name of a loved one.


Just as broad as ‘jewelry,’ this keyword will require a lot of research and niching down to take advantage of its popularity with shoppers.

Most popular beauty and jewelry keywords on Etsy - Close up of a silver necklace with a feather charm.

Nose ring

For pierced noses, or clip-on for fashion.

Opal earrings

Precious opal is iridescent, while common opal may not be.

Pearl necklace

Typically, small, round, white earrings.

Ring box

A jewelry box made specifically for rings.


A very broad topic again, but the following keyword helps you niche down further:

Rings for women

Rings for men are a common product on Etsy, but it should come as no shock that ‘rings for women’ is one of the more popular keywords in this category. 

Niche down by selling rings of a specific material (gold, wood, stone), of a particular design (classic, minimalist), or for a particular occasion (wedding, friendship, graduation).

Septum ring

A different term for ‘nose ring.’

Silver rings

While the search term ‘silver ring’ isn’t as popular as ‘gold ring,’ shoppers are more likely to click through product listings. Both have their fair share of competition.

Most popular beauty and jewelry keywords on Etsy - Snapshot of Marmalead statistics.

Statement rings

A large or ornate ring that makes a statement.

Sterling silver ring

Popular silver in the form of a ring.

Self care

With more people working from home in 2022, it’s no surprise that ‘self-care’ has increased in popularity. In fact, it’s not just grown in popularity on Etsy but also on Google. 

Close up of a bath bomb and a loofa. 'Self care' is one of the most popular beauty & jewelry keywords on Etsy.

However, this phrase on Etsy is a request for products to help someone take care of and ‘pamper’ themself. Self-care boxes and kits are popular, and many include products like massage oils, bath bombs, facemasks, and other products that can help a customer indulge and relax a little.


Handmade soap is easy and fun to make. It’s a popular starting place for handmade sellers.

Press on nails

Press on nails is an interesting keyword, as they’re not the type of product you’d expect to find on Etsy. That should indicate how you can take advantage of this niche. 

Most popular beauty and jewelry keywords on Etsy - Close up of a green painted finger nails holding a black coffee cup.

Rather than mass-produced press on nails, consider selling press on hand-painted nails. If you’ve got a talent for painting nails, you’ll be able to send your talent to customers worldwide without needing them to come into your store to get their nails done. 

Niche down with long tail alternatives for popular beauty & jewelry keywords on Etsy

Throughout the list of keywords above, we expanded on each one with a few ideas to help you niche down and sell a specific product while also taking advantage of the popular search term. 

Disclaimer: The list of long tail keywords below isn’t backed by data saying these terms are the most popular. Rather, these long tails should help give you an idea of how to take advantage of the most popular beauty & jewelry keywords.

  • andara crystals
  • mushroom earrings
  • breastmilk jewelry
  • 3D printed jewelry
  • food keychain
  • moldavite necklace
  • moldavite crystal
  • ombre press on nails
  • hair rings
  • his and her promise rings
  • self care planner

Protip: You can use the keyword research tool in Marmalead to find your own long tail alternatives to these popular keywords.

Over to you

Etsy grew in popularity when it first started because it was home to many artisan makers that created and sold handmade, low-volume jewelry and beauty products. 

While Etsy has grown and expanded over the years, these two categories remain popular and flooded with competition. However, with the data that Marmalead provides, you can check if the keywords you’ve got in mind are worth being a part of, and if not, some really great alternatives.

This article should have given you a few ideas, but it’s up to you to get creative and find ways to put the above keywords into use.

Grow your online business, develop your SEO, and launch your sales into the stratosphere.

Read The Squeeze each week to see what’s new with Etsy and the growing industry of eCommerce. There’s a lot of noise out there getting in the way of your success. Cut to the chase with tips and tricks you can implement in your business right now. Let The Squeeze be your guide.


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