Pinterest's Beauty Trend Report Reveals Shift to Personalized Beauty Trends

The report notes that consumers tend to lose interest in trends that become widespread too quickly. As a result, many opt to personalize these trends to better align with their individuality. Brands that provide tools and products promoting customization and self-expression may find a strategic advantage in this evolving landscape.

Pinterest identifies another challenge: users often recognize the looks they like but may struggle to articulate them using professional terminology. To address this, the platform is introducing Beauty Guides, an AI-driven feature that converts saved beauty pins into actionable plans. This tool analyzes hair styles, colors, and nail designs, suggesting terms like balayage or root melt, along with practical information about salon services, appointment durations, price ranges, and maintenance requirements.

The report draws from Pinterest search data, revealing that 85% of weekly users discover beauty trends on the platform before seeing them elsewhere. Additionally, 64% rate Pinterest as superior for finding timely beauty trends. As interest in niche trends grows, Pinterest's AI-powered Beauty Guides aim to bridge the gap between visual inspiration and achievable results.

Matt Madrigal, Pinterest's chief product and technology officer, remarked that users arrive with specific ideas, even if they lack the precise terminology. The guides allow users to transition from inspiration to personalized execution—whether that's knowing what to request at a salon, sourcing appropriate products, or recreating looks at home.

Initially available to iOS users in the U.S., the feature will later expand to other markets and currently focuses on hairstyles and colors, as well as nail shapes and finishes.

In makeup trends, Pinterest's report identifies "Cheeky Flush," illustrating a growing preference for unique blush colors. High placements of peach, berry, terracotta, and dusty-rose creams are trending. Searches for "dusty rose blush" (+189%), "terracotta blush makeup" (+164%), and "cloud skin" (+153%) show significant growth.

Conversely, the "Arctic Frost" trend reflects an inclination toward cool, futuristic aesthetics, with searches for "frosted makeup" (+286%) and "metallic lips" (+52%) rising. The "Romantic Reverie" trend emphasizes soft, natural looks, evidenced by increased searches for "soft natural makeup looks" (+105%) and "freckle makeup look" (+70%).

In hair color, Pinterest reports a shift from all-over dye jobs to more specific styles, with searches for "pink hair stripe" up 463% and "dark pink peekaboo hair" surging by 481%. Interest in complex autumn shades is also increasing, as searches for "mocha balayage hair" (+949%) and "oxidized copper hair" (+517%) climb.

On the skin care front, the "Skinvested" trend indicates that consumers are treating body and scalp care with the same focus as facial care. Searches for "body wash for glowing skin" (+206%) and "scalp scrub recipe" (+31%) reflect this trend. The report also notes the "Farm to Face" focus on natural ingredients, with searches for "rosemary water for hair" increasing by 269%.

In nails, the "Chrome Sweet Chrome" trend shows a growing interest in high-shine metallic finishes, evident in searches for "polka dot cat eye nails" (+1,585%). The "Latte Lacquer" trend depicts a seasonal preference, with searches for "caramel nude nails" rising by 943%.

Lastly, fragrance trends are softening, moving towards sweeter, comforting notes in the "Eau So Cozy" trend. Searches for "solid perfume aesthetic" (+333%) and "marshmallow perfume" (+248%) reflect this shift. The idea of a fragrance wardrobe, allowing mix-and-match layering, is also gaining traction.