Pinners are planners, and they provide the perfect window to tap into what’s coming next. 8 out of 10 of Pinterest’s predictions for 2020 came true, with 442 million people globally using the platform to find tomorrow’s ideas. After a tumultuous year, Pinterest Predicts shows how people are taking back control, taking back agency, and taking action—for themselves, for their families, for their communities, and for the world.
Beauty and Wellness Edit of Pinterest Predicts: The Soon-to-be-Trending Report for 2021
Skinimalism: The new glow-up, with a focus on slow beauty and natural skin texture. Routines are effortless, simple, and sustainable. Year over year increases in search:
Takeaway: Skin is in, and Pinners are looking to streamline their regimens and discover clean products with natural ingredients. Makeup brands can get in on the action by sharing tips on how to create a dewy, natural beauty look that will look great on camera and video calls.
Rainbrows: Defiant brows are the new defined brows, with people embracing bold brows and experimenting with statement-making styles. Year over year increases in search:
Takeaway: Retailers and brands should create step-by-step tutorials and promoting brow gel, pencils, and powders to create statement brows. The opportunity for skincare is in makeup remover to help Pinners remove their strong brow looks. Keep in mind this look-defining trend when casting models and curating UGC for campaigns.
Indie Beauty: Cheeky is the new chic. For Gen Z, indie beauty is about feelin’ cute with colorful emoji-inspired makeup and nails. Year over year increases in search:
Takeaway: The trendiest beauty looks of 2021. Brands should promote bold shadows and candy-colored lipsticks that pop on all skin tones. Lean on the doodle- and emoji-inspired aesthetic by using cheeky decals to enhance their creative assets and appeal to younger audiences.
Poppin Protective Styles: Hair gets creative with braiding techniques that are protective, low maintenance, and glamorous. Year over year increases in search:
Takeaways: Show how your brand can help maintain or enhance protective hairstyles, step-by-step tutorials on how to care for braids and hair accessories.
Modern Mystic: Manifesting is the new nesting for 2021. Modern mystics get in touch with their magical side and alternative spiritual methods will enter the mainstream.
Takeaways: Help Pinners manifest the best version of themselves with personalized recommendations. Inspire Pinners with beauty looks based on their zodiac sign. Colors associated with spiritual properties support this trend.
Ritual Baths: Bath time gets an upgrade, and bathing inspired by ancient rituals are the new spa days.
Takeaways: Provide tips for supercharging soak time and turning bathrooms into at-home spas. Essential oils, Epsom salts, and gua sha tools help people transform bath time into a ritual.
Invest in Rest: Sleep care is the new self-care. Bedtime routines will become a focus and are more luxurious than ever.
Takeaways: Bedrooms become sleep sanctuaries, and supporting sleep care and helping Pinners unwind will present a big opportunity for brands.
