Key Takeaways:
The 2025 Pinterest Autumn Trend Report underscores how Gen Z is driving beauty discovery through nostalgia and innovation, blending grunge-era aesthetics with futuristic skincare and sensory experiences. Pinterest accurately predicted summer trends such as astrology makeup, hibiscus nails, and detox drinks. With Gen Z making up over half of Pinterest’s user base, their search behavior offers a predictive window into what will shape the coming season in beauty retail. Beauty Matter breaks down the key findings.
Grunge Glam Returns:
The return of grunge signals a strategic opportunity for beauty brands to tap into nostalgia while reframing it for modern consumers. Gen Z is gravitating toward pared-back interpretations of the aesthetic. Searches for smudged eyeliner and effortless chic align with the broader trend of translating subcultural styles into accessible, everyday looks. For retailers and brands, this creates space for targeted product development in eye, lip, and complexion categories that balance edge with wearability.
Sea Science
The surge in marine skincare reflects how consumers are increasingly seeking evidence-backed, biotech skincare solutions. Sea-derived actives like Salmon DNA and Snail essence are resonating with Gen Z and millennials who view science-led innovation as both effective and aspirational. For the industry, this shift underscores a growing overlap between wellness, biotech, and beauty. In response, brands could push to invest in research partnerships, highlight clinical validation in marketing, and position marine ingredients as the next wave of luxury meets performance skincare.
Seasonal Scent Layering
Fragrance layering is emerging as a powerful consumer ritual, with shoppers seeking to personalize their scent identity through nostalgic, gourmand notes. This move away from single-signature perfumes toward curated “scent wardrobes” opens opportunities for brands to innovate with layering kits, complementary accords, and marketing that highlights fragrance as an extension of seasonal self-expression.
Pixie Revival
The pixie revival highlights Gen Z’s embrace of bold, expressive hairstyles that balance nostalgia with functionality. Short, statement cuts signal a shift toward low-maintenance styling paired with high-impact color and shape, creating opportunities for salons and brands to spotlight transformative services, targeted styling products, and trend-led content that celebrates individuality.
Fashion into Beauty
Fashion trends highlighted in the autumn report show an emphasis on patterns and vintage styling. This is an opportunity to transfer these trends into nail styling and makeup inspiration. Patterns translate to experimental nail and makeup designs, while preppy and vintage outfits can be accompanied by skincare and hair to match.
Together, these trends illustrate how Gen Z is reshaping beauty through a lens of personalization, nostalgia, and reinvention. From reimagining grunge makeup and reviving pixie cuts to experimenting with biotech-driven skincare and fragrance layering, their behavior reflects a desire for products that are both expressive and effective. For beauty brands and retailers, the Pinterest autumn 2025 data reinforces the need to stay agile, developing offerings that merge cultural relevance with scientific credibility while empowering consumers to curate looks, routines, and rituals that feel uniquely their own.
