Key Takeaways:

• Beauty trends are becoming more specific and personalized.
• Maximalist and minimalist aesthetics are growing simultaneously.
• Familiar categories are fragmenting into increasingly precise microtrends.

Pinterest is putting specificity at the center of its first-ever Beauty Trend Report, as consumers move away from broad aesthetics toward increasingly precise interpretations of hair, makeup, nail, fragrance, and skincare trends.

According to the report, 85% of weekly Pinterest users say they have discovered new beauty trends or ideas on the platform before seeing them elsewhere, while 64% say Pinterest is better for discovering beauty trends that feel up to date. As the beauty trend cycle fragments as a result of the speed of social media feeds, Pinterest is being used for increasingly personalized searches. Pinterest is seen as a research tool instead of a social media page.

The report arrives as Pinterest builds out the commerce infrastructure around beauty discovery. The platform has partnered with Sephora on its “Makeup Maximalism” trend, connecting inspirational content with prestige beauty products. Pinterest is also launching Beauty Guides, a feature designed to turn hair and nail inspiration into actionable looks. Users can open a hair or nail Pin and select “Get the Guide” to see a breakdown of the look, including what to ask the salon, similar inspirations, and shoppable products. The guide can then be saved for a future appointment or used to recreate the look at home. Beauty Guides are currently available to iOS users in the US, with broader availability planned.

For example, consumers are no longer searching for a bob, red manicure, or red hair, but for textured French bobs, dark-red cat-eye nails, and shades that sit between copper, cherry cola, and espresso. Pinterest’s search data points to a beauty consumer who is simultaneously more experimental and more specific. Maximalist makeup and reflective nail art are rising alongside soft natural makeup; gourmand fragrance is becoming more nuanced; and familiar hair trends are being reworked through texture, color, and personalization.

Makeup: More Is More

Maximalism Moves into Everyday

After several years in which pared-back aesthetics such as “clean girl” beauty dominated social feeds, Pinterest’s data suggests consumers are becoming more comfortable with experimentation. Its “Makeup Maximalism” trend encompasses dramatic lashes, graphic eyeliner, unconventional color combinations, gems, rhinestones, and full-face looks.

Rather than maximalism being confined to editorials or occasion makeup, the searches suggest individual high-impact elements are increasingly being incorporated into everyday routines.

• Searches for “cluster lashes ideas” increased 646%, while “Korean lash lift aesthetic” searches rose 436%.
• Interest in “dramatic cat-eye lashes” increased 415%, “wispy cat-eye lashes” rose 355%, and “manga lashes” climbed 296%.
• Searches for “grunge eyeliner looks” increased 311%, while interest in “multichrome eyeshadow” grew 82% and “graphic eyeliner tutorial” rose 76%.
• Searches for “full beat makeup looks” climbed 460%, while “2000s club makeup” increased 184%.
• Consumers are also looking for less conventional applications: Searches for “avant-garde makeup looks” increased 107%, “face gems makeup” rose 55%, and “rhinestone makeup look” grew 51%.

The search pattern indicates a move away from uniformity: Dramatic lashes can coexist with a relatively bare face, while graphic liner or an exaggerated lip can become a focal point of an otherwise restrained look. Pinterest’s Sephora partnership is built around flexibility, positioning maximalism as something consumers can enter with just one statement element or a complete look.

Beauty Gets Frosty

Maximalism is also taking a distinctly metallic direction. Pinterest’s “Arctic Frost” trend combines frosted finishes, silver, crystals, cool blue tones, and metallic lips, drawing heavily on Y2K beauty codes but translating them through newer textures and finishes. 

• Searches for “frosted makeup” increased 286%.
• Interest in “metallic lips” rose 52%, while “silver lip gloss” increased 37%.
• Searches for “pastel blue eyeshadow” climbed 51%, “silver eyeliner makeup” increased 48%, and “blue silver makeup” rose 45%.
• “Crystal makeup” searches grew 41%, while “icy makeup” increased 40% and “futuristic makeup looks” rose 29%.
• Searches for “frosted lips 2000s” increased 42%, explicitly connecting the aesthetic to its Y2K predecessor.

The numbers point to another iteration of beauty’s ongoing 2000s revival, but one increasingly defined by finish rather than straightforward reproduction. Frost, chrome, multichrome, and light-reflecting texture allow consumers to reference an era without recreating it wholesale.

The Blush Expansion

Blush remains one of makeup’s most adaptable categories, but Pinterest data indicates consumers are moving beyond a single viral shade or placement technique. Interest has spiked in a broader range of blush shades, including dusty rose, terracotta, peach, berry, and cherry red alongside blurred lips and soft skin finishes. 

• Searches for “dusty rose blush” increased 189%, while “terracotta blush makeup” rose 164%.
• Interest in “peach blush makeup” increased 148%.
• Searches for “mauve blush makeup” grew 88%, “berry blush makeup” increased 82%, and “cherry red blush” rose 46%.
• “Cream blush aesthetic” searches increased 50%.
• The wider complexion look is soft-focus: Searches for “cloud skin” rose 153%, while “blurred lips” increased 86%.

Blushes' continued momentum is being driven by variation rather than novelty. Different shades, textures, and placements allow brands to continue expanding the category without requiring consumers to abandon the behavior they have already adopted. 

Minimalism Is Getting a Romancing

Maximalism is not replacing the clean girl altogether. Pinterest’s “Romantic Reverie” trend shows another consumer moving in the opposite direction, favoring freckles, natural lips, soft matte complexions, loose curls, and minimally made-up eyes. 

• Searches for “curly butterfly cut” increased 464%, while “French curl braids” rose 210%.
• Interest in “curly shag” increased 109%.
• Searches for “soft natural makeup looks” rose 105%, while “natural makeup aesthetic” increased 95%.
• “Freckle makeup look” searches climbed 70%, and “natural lips” rose 68%.
• Searches around complexion placement are also increasing, with “bronzer blush” up 61% and “bronzer and blush placement” up 58%.
• Interest in “no mascara makeup” increased 33%, while “soft matte makeup” grew 31%.

The simultaneous growth of maximalist and natural aesthetics underlines one of the report’s clearest themes: Beauty is becoming less organized around a single dominant look. Consumers can move between aesthetic identities rather than subscribe to one overarching beauty uniform. 

Hair: Color Outside the Lines

Pretty and Precise Pink Hair

Hair color is also moving toward customization. Under its “Pink-a-Boo” trend, Pinterest identifies a shift away from all-over pink dye toward stripes, peekaboo sectioning, braids, money pieces, and unexpected color combinations.

• Searches for “dark pink peekaboo hair” increased 481%, while “pink hair stripe” rose 463%.
• Interest in “teal and pink hair” increased 273%, and “dusty rose pink hair” rose 198%.
• Searches for “pink hair dye streaks” increased 190%.
• “Black and pink knotless braids” searches rose 87%, while “pink wig hairstyle” increased 84% and “blonde and pink box braids” grew 37%.
• Searches for a “pink money piece hair brunette” increased 33%.
• Accessories are becoming more decorative too: Searches for “bedazzled claw clip” surged 749%.

Rather than committing to a single viral hair color, consumers are finding ways to control where and how color appears. The popularity of peekaboo color, streaks, and money pieces also lowers the commitment threshold, potentially widening the commercial opportunity beyond permanent all-over color. 

It Is Not Just a Bob

The bob remains trendy, too, but Pinterest’s search data suggests the haircut is fragmenting into increasingly specific silhouettes rather than converging around one definitive shape. 

• Searches for “long layered bob haircuts” increased 622%, while “short layered bob haircuts” rose 571%.
• Interest in “French bob with wispy bangs” increased 394%.
• Searches for “textured French bob” rose 338%, while broader “French bob hairstyles” searches increased 310%.
• “Flipped bob hairstyles” climbed 299%.
• Searches for “shag bob with curtain bangs” increased 288%, while “shag bob hairstyles” rose 214%.
• Interest in “wispy bangs hairstyles” increased 166%.

Layering, texture, bangs, and flipped ends are softening the precision traditionally associated with the bob. Commercially, that personalization matters: Consumers can join the broader bob trend while choosing a variation suited to their hair texture, length, and styling habits.

Hyper-Specific Hair Color

The same language is reshaping hair color. Pinterest’s “Copper Waves” trend encompasses mocha, espresso, cherry cola, plum, auburn, and oxidized copper, with balayage and tonal dimension allowing consumers to combine several shades within one look. 

• Searches for “mocha balayage hair” increased 949%.
• Interest in “soft copper blonde” rose 845%, while “cherry cola brunette hair” increased 788%.
• Searches for “oxidized copper hair” climbed 517%, “rich copper hair dye” increased 454%, and “auburn copper hair color” rose 403%.
• “Chocolate mocha balayage” searches increased 136%, while “lived in brunette hair” grew 121%.
• Searches for “espresso mocha balayage” increased 52%, while “plum brunette” rose 51%.

The terminology illustrated Pinterest’s wider specificity thesis particularly well. Traditional color categories such as blonde, brunette, and red are being supplemented with increasingly distinct language to communicate undertone, depth, finish, and mood. For hair color brands and salons, that creates both opportunity and complexity: Consumers arrive with a much more detailed visual vocabulary to describe the result they expect. 

Skincare: Beyond the Face

Body and Scalp Care Become Skincare

Pinterest’s “Skinvested” trend captures another ongoing category shift: Skincare behaviors are migrating beyond the face. Consumers are building more elaborate routines for the body and scalp, incorporating active ingredients, exfoliation, barrier care, and treatment products previously associated primarily with facial skincare. 

• Searches for “body wash for glowing skin” increased 206%, while “body care routine aesthetic” rose 202%.
• Interest in “retinol body lotion” increased 144%.
• Searches for “healthy skin barrier” rose 71%, while “body exfoliating routine” increased 39%.
• “Glycolic acid body wash” searches rose 23%, and “soft skin routine” increased 23%.
• Scalp care is developing along similar lines: “scalp treatment aesthetic” searches rose 38%, “scalp scrub recipe” increased 31%, and “scalp detox” grew 21%.
• Searches for “dry brushing routine” increased 147%.

The crossover between facial skincare, bodycare, and haircare continues to blur traditional category boundaries. Retinol and glycolic acid are no longer solely facial skincare ingredients, while “ detox” and other scalp treatments borrow the language and ritualization of skincare. For brands, the opportunity is increasingly in extending established ingredient stories and treatment behaviors to new parts of the body.

Skincare Looks to the Kitchen

What Pinterest dubs as “Farm to Face” captures the growing interest in ingredients and DIY treatments positioned around the connection between diet, hair, skin, and wellness. 

• Searches for “bone broth benefits for women” increased 782%.
• Interest in “rosemary water for hair” rose 269%.
• Searches for “avocado face mask recipe” increased 141%, while “coffee body scrub recipe” rose 129%.
• “Aloe vera for hair mask” searches increased 80%.
• Interest in “olive oil for skin” rose 59%, while “how to use rice water for face” increased 58%.
• Searches for “blueberry face mask” increased 57%, “turmeric face mask recipe” rose 51%, and “Greek yogurt face mask” increased 44%.
• Broader searches for “skin foods” grew 35%.

The trend sits at the intersection of beauty and wellness, as consumers connect topical routines with diet and at-home treatments. It also demonstrated the continued appeal of recognizable ingredients at a time when beauty formulation is becoming increasingly technical: Pantry staples provide an accessible counterpoint to peptides, growth factors, and biotech ingredients. 

Fragrance: Smelling Gourmand but Softer

Pinterest’s fragrance data suggests the gourmand boom still has further room to grow, although the vocabulary around it is becoming more nuanced. Search terms place emphasis on milky, marshmallow, chocolate, coffee, and vanilla scents alongside the broader growth of skin scents and fragrance wardrobes. 

• Searches for “solid perfume aesthetic” increased 333%.
• Interest in “skin scent” climbed 287%, while “marshmallow perfume” rose 248%.
• Searches for “fragrance wardrobe” increased 210%, suggesting consumers are increasingly thinking about fragrance as a rotating collection rather than a single signature scent.
• “Gourmand fragrance” searches increased 147%, while “milky perfume” rose 134%.
• Interest in “coffee perfume” grew 51%, “sweet tooth body mist” increased 48%, “strawberry body mist” rose 46%, and “chocolate body mist” climbed 42%.
• Searches for “bare vanilla body mist” increased 39%.

Consumers seem to be interested in scents that combine edible associations with softness and intimacy. At the same time, rising interest in fragrance wardrobes supports the broader shift toward scent as a collectible and occasion-specific category.

Nails: Nailed the Details

Nails Become Edible

Food is inspiring more than just perfume, but the nail space, too. Under “Latte Lacquer,” Pinterest sees nail inspiration moving through coffee, caramel, berries, citrus, chocolate, and milky finishes. 

• Searches for “caramel nude nails” increased 943%, while “coffee nails ideas” rose 922%.
• “Raspberry jelly nails” searches climbed 828%.
• Interest in “almond milky nails” increased 301%, “iced latte nails” rose 295%, and “latte brown nails” grew 293%.
• Searches for “blood orange nails” increased 161%, while “chocolate covered strawberry nails” rose 123%.
• Broader interest in “earthy nail inspo” climbed 578%.
• Searches for “warm caramel nails” increased 84%, while “caramel latte nails” rose 55%.

Foodification is doing more than just providing playful shade names. Coffee, fruit, and dessert terminology gives consumers an unusually precise shorthand for color, opacity, texture, and finish—turning “brown,” for example, into latte, mocha, caramel, or espresso. 

Nail Art Goes High Tech

Pinterest’s biggest percentage increases are concentrated in nail art, where familiar chrome and cat eye effects are being combined into increasingly elaborate designs. Its “Chrome Sweet Chrome” trend takes reflective finishes and layers them with dots, stripes, jelly textures, gothic palettes, and contrasting colors. 

• Searches for “polka dot cat eye nails” surged 1,585%.
• Interest in “jelly pink chrome nails” increased 1,469%, while “milky white chrome nails almond” rose 1,402%.
• Searches for “goth cat eye nails” increased 911% and “aurora cat eye nails” climbed 895%.
• “Hot pink chrome nails designs” searches rose 884%.
• Interest in “dark red cat eye nails design” increased 735%, while “cat eye and chrome nails” rose 732%.
• Searches for “almond nails stripes” increased 694% and “two tone cat eye nails” grew 515%.
• “Gothic chrome nails” searches increased 400%.

Consumers are stacking color, shape, finish, technique, and aesthetic into a single query. Rather than one viral manicure dominating, the combination is becoming the trend. 

Specificity Is the Trend

Taken together, Pinterest’s report points less toward a handful of dominant beauty looks than a change in how trends operate. 

The same consumer landscape can accommodate maximalist makeup and no-mascara beauty, pink streaks and lived-in brunette, skin scents, and dessert gourmands, all at once. What connects them is customization. Consumers are taking recognizable beauty codes and adding another qualifier: chrome becomes jelly pink, copper becomes oxidized, blush becomes terracotta. 

A faster trend cycle does not necessarily require developing a new product for every microtrend. Many of Pinterest’s fastest-growing searches represent new combinations or descriptions of existing colors, textures, formats, and techniques. The commercial opportunity may therefore lie as much in merchandising, naming, creator content, search optimization, and education as it does in product development. 

Pinterest’s Beauty Guides make that evolution particularly relevant to the platform itself. An inspiration becomes more specific; the distance between seeing a highly particular look and figuring out how to recreate it becomes a commercial problem to solve. Pinterest is increasingly positioning itself not only as the place where a consumer finds “jelly pink chrome nails,” but as the platform that can take them from search to the salon chair to the shopping basket.