According to Uber’s ninth annual Lost and Found Index (timed to the end of Mercury in retrograde), when a passenger leaves their favorite Rhode lip gloss behind, they’re quick to report it.
In reflection of the report, Camiel Irving, vice president of operations and GM of mobility US&C at Uber, told WWD that the report always proves to be surprising adding that the 2025 results truly delivered. Notably, the report’s data is pulled from Uber’s lost and found inquiries submitted by riders – meaning these items are ones that riders want back and will likely replace or purchase again.
“What really stood out is how often people forget their everyday beauty go-to’s,” said Irving. “On the beauty and fashion front, we saw everything from full Jo Malone fragrance bottles and Dyson Airwraps to luxury heels and designer accessories. Even the basic essentials are things riders would rather try to track down than repurchase. We totally get it — when your favorite gloss goes missing, it’s personal.”
Uber’s Lost & Found Index reveals the top fashion and beauty items left in rides.
Courtesy Image.
Across all categories the most commonly lost and reported items are phones, wallets, keys, luggage, headphones, glasses, clothing, passports, vapes and water bottles, with New York leading the most “forgetful” cities followed by Miami, Chicago, Los Angeles, and Washington, D.C. People are most likely to forget gloves on Mondays, jackets on Tuesdays and cowboy hats on Saturdays.
“We’ve all had that moment of panic when you realize your favorite pair of sunglasses or go-to beauty product didn’t make it out of the car with you,” said Irving. “Whether it’s something sentimental or just something you’d really rather not replace, we’re here to help reunite riders with their lost belongings.”
The list of most left behind beauty items includes: Dyson Airwrap, hair extensions, face wash and ashwagandha pills, Jo Malone perfume, lip gloss, Baccarat cologne, Happy Clinique perfume, Rhode lip gloss in ‘Toast,’ pink Caboodle, Summer Fridays lip balm in brown, Makeup by Mario setting powder, press-on nails, vitamin C and sunscreen, melatonin and collagen, Silk hair scrunchie, Milk cooling blush stick, Hair building fibers, Solwave red light therapy wand, Versace perfume, eyelashes and Fenty lip liner in “I Wouldn’t.”
When submitting reports of lost lip glosses, Uber noted that a common note added to the request by the rider was “I know it’s ridiculous but it’s my favorite lip gloss and they discontinued it.”
The top ten fashion items left behind are tuxedos, J. Crew women’s blazers in black, U.S. Open pullovers, Doc Martens, Kate Spade purses, Timberlands, Vuori shorts in black, white Vans, Artizia Superpuff in black and Birkenstock slides. Top luxury items include Supreme headbands, Balmain navy blue blazer with gold buttons, gold Rolex, Diesel cap with big metal logo, Air Jordan 1s, black Gucci belt, black Dior shawl, Prada scrunchie, Burberry throw blanket, Alexander Wang heels, green Ganni bonnet and Dior slides.
To bring the lost and found index to life, Uber is hosting a one-day pop-up in the city with the most lost items (New York) on April 8. The event will allow attendees to explore some of the more unusual forgotten items and get freebies of some of the most left behind items including headphones from Bose, umbrellas from Shed Rain, Maybelline Lifter glosses and Everyday Crescent Bags from July. The event will also pay tribute to someone who lost 175 cheeseburgers in the back of an Uber ride last year by giving out burgers from Shake Shack.
“We’re so excited to bring our annual Lost & Found Index to life with a one-day-only pop-up,” said Irving. “It’s a fun way to celebrate the everyday chaos of city life — and remind people that if you do forget something, Uber has got your back.”
