For any business, key insights into consumer demands and trends are imperative. After all, knowing what customers want from a brand helps to create efficacious products and services that sell. Each year, Pinterest publishes its Pinterest Predicts report, forecasting trends set to surface in categories such as beauty, fashion, and wellness. Said to have an 80% success rate, Pinterest Predicts has proven to be highly beneficial, and last year forecasted the boom in the "skinification" of haircare, which was prevalent throughout 2023.

"That latest viral hits might be fun to watch––but they're problematic for brands and marketers to fully leverage because they are unpredictable and short lived," says Stacy Malone, Vice President of Global Business Marketing at Pinterest. "While on other platforms trends come and go rapidly, Pinterest Predicts trends last longer than anywhere else on the internet, offering marketers the ultimate cheat sheet to shape their marketing campaigns in 2024."

This year's report provides early signals into 2024 consumer trends based on search data from our 482 million monthly active users. BeautyMatter takes a closer look:

Blue Beauty

Aquamarine, which first became popular in the '60s, is set to be the color millennials and Gen Z will be incorporating into their modern day beauty routines. Trending search terms included:

"Blue eyeshadow aesthetic" +65%
"Fun blue nails" +260%
"Light blue prom makeup" +70%
"Aqua makeup look" +100%
"Blue quince makeup" +85%

Head to Glow

Body care will continue to rise in 2024. In particular, boomers and Gen Z are predicted to be doubling down on luxury lotions and in-home spa experiences. Trending search terms were:

"Sunscreen" +75%
"Body lotion aesthetic" +245%
"Spa aesthetic" +60%
"Body skincare routine" +1,025%
"Body care" +845%

Bigger Is Better

Beauty is expected to get bigger and bolder in 2024. Millennials and Gen Z are set to opt for grandiose styles from hair to jewelry. Key searches included:

"Chunky hoops" +45%
"Big braids hairstyles" +30%
"Wavy perm men" +50%
"Sculptural jewelry" +75%
"Big bun" +230%

Bow Stacking

Bows will be taking over in both beauty and fashion, with a particular interest in stacking the accessory. Trending search terms include:

"Bow outfit" +190%
"Bow necklace" +180%
"Bow aesthetic" +55%
"Bow crochet" +80%
"Heels with bows" +40%

Eclectic Grandpa

Gen Z and boomers are expected to embrace being eccentric while expressing retro styles, dubbed as "eclectic grandpa." Key search terms were:

"Customized denim jacket" +355%
"Eclectic clothing style" +130%
"Grandpa core" +65%
"Retro streetwear" +55%
"Grandpa style" +60%

Joyful Jellyfish

Identity experimentation will continue with  Gen Z and millennials exploring the squishy jellyfish aesthetic. Trending searches consisted of:

"Jellyfish haircut" +615%
"Jellyfish hat" +220%
"Jellyfish umbrella" +195%
"Blue jellyfish" +155%
"Jellyfish lamp" +95%

Groovy Nuptials

Weddings are predicted to make a comeback, with boomers and millennials predicted to make a retro-inspired return to dance floors. The top searches were:

"Groovy wedding" +170%
"'70s bride" +50%
"Retro wedding theme" +80%
"Groovy bachelorette party outfit" +110%
"Retro bachelorette party decor" +35%

Jazz it Up

Millennials and Gen Z are anticipated to swap out their electronic beats for vintage jazz inspired activities and fashions. Key search terms included:

"Jazz aesthetic clothing" +180%
“Jazzbar outfit” +75% 
"Jazz funk" +75%
"Piano jazz" +105%
“Jazzclub outfit” +65%

Big Talk

Gen Z and millennials are expected to search for deeper and more meaningful conversations. Popular searches were:

"Questions for couples to reconnect" +480%
"Hot seat questions" +825%
"Deep conversation starters" +185%
"Emotional intimacy" +40%
"Deep questions to ask friends" +85%

As we head into 2024, it is clear that Gen Z will continue to work on expressing themselves through aesthetics and subcultures, as they have been known to do during the past few years through apps such as TikTok. From jellyfish to grandpa aesthetics, whatever the generation feels most aligns with them will shine through. Gen Z will also continue to push for deeper relationships and true self-care, similar to 2023, accompanied by millennials and boomers seeking at-home relaxation and spa treatments. Elements of nostalgia among millennials and boomers, who seek to enjoy '70s inspired dance floors and old-school jazz, are also expected to be strong. In contrast to last year, when micro-everything was trending, 2024 is predicted to size up, particularly regarding hairstyles, with both men and women interested in big buns and bold wavy perms. As we enter 2024, it will become apparent which trends will capture consumer interest, writing yet another chapter in beauty's ever-expanding book.