Annually, Pinterest provides a look into the future of consumer behavior for the upcoming year through its Pinterest Predicts report, offering brands and marketers the chance to be early adaptors of emerging cultural trends. Typically, these reports are said to have an 80% success rate at predicting the “next big thing” across industries.
“Millions of people come to Pinterest to find inspiration—to discover, try and shop. We analyze their search keywords and apply rigorous machine-learning backed methodology to detect patterns from these on the platform,” Sydney Stanback, Pinterest’s Global Head of Trends and Insights tells BeautyMatter. “Our team can then identify emerging trend clusters, which we then work with third-party experts to ensure inclusivity and representation and finally do a sense check to make sure they have staying power.”
A predicted trend from Pinterest Predicts 2024, “electric grandpa,” is proof of Pinterest’s ability to accurately convey trends. “Over the last two years, global online mentions related to this trend have grown 127% year-over-year—so we’re confident that brands can lean on our report, as a cheat sheet to get ahead of culture and unlock key business results,” Stanback continues.
The 2025 report highlights a mix of aesthetics, from mood-enhancing makeup to game-inspired beauty, offering insight for brands to connect with Pinterest's half a billion users on a personal level.
“This year’s Pinterest Predicts trends tell us that consumers are feeling a lot more expressive and are keen to make bolder choices when it comes to their beauty,” adds Stanback. “Beauty is about to level up—in 2025 we predict that wellness will get a golden glow up. Additionally, we are overall sensing a more maximalist approach to beauty in 2025, including people incorporating whimsical eye designs and high-gloss lips into their make up looks.”
BeautyMatter breaks down the Pinterest Predicts 2025 findings:
Aura Beauty
Pinterest predicts 2025 to be “the year of the makeup mood ring.” Data shows that Gen Z and boomers are driving a high hue look that embraces honing in on a color aesthetic and displaying it from chin to cheek.
Rococo Revival
All frills and no chill. In 2025 weddings, parties, and aesthetics will draw inspiration from the Rococo era—a late Baroque period that was opulent and ultrafeminine. Gen Z and boomers are said to be driving the trend with classic corsets, luxurious accessories, and ornate tablescapes.
Sea Witchery
Consumers will continue to embrace subcultural aesthetics in 2025. Gen Z and millennials are focusing on sultry siren makeup, wet wavy hair, and mermaid-inspired manicures.
Cherry Coded
Cherries will be making their way into makeup, menus, and mood boards in 2025. The trend carries on from autumn 2024, where deep cherry red hair rose by +920% and cherry cola red rose by +520%.
Dolled Up
Despite beauty’s Barbie-inspired trends reigniting supreme in 2023, doll culture continues to capture attention heading into 2025. In particular, dainty baby doll makeup looks are inspiring consumers to look younger, with an aesthetic-specific focus.
Goddess Complex
Boomers and Gen X are expected to embrace their inner goddess, going all in with feminine power, embracing divine energy through gold facials, goddess braids, and ethereal nail designs.
Seeing Double
Best friends don’t copy, they match. Next year, various consumer categories will be influenced by matching looks, from coordinating fashion to collaborative beauty.
Player One
After a year filled with beauty and gaming crossovers, avatar aesthetics will continue to reign supreme in 2025, as consumers look to level up their avatar’s hair, outfits, and accessories.
As the industry looks towards 2025, Pinterest Predicts offers a futuristic insight into the trends that will lead consumer behavior in the upcoming quarters. From playful doll-like makeup to bold expressive aura-inspired beauty and Rococo elegance, beauty is entering a more creative, maximalist era. By embracing the trends that align with consumer desires, beauty businesses can stay ahead of the curve and reap success from the rapidly evolving beauty landscape.
