Pinterest’s first-ever Beauty Trend Report suggests beauty is becoming less about following one dominant aesthetic and more about consumers finding increasingly specific ways to express themselves.

The report, which analyses Pinterest search behaviour, highlights a move towards personalised looks across makeup, nails, skincare and fragrance.

Among weekly Pinterest users, 85 per cent say they discover new beauty trends or ideas on the platform before seeing them elsewhere, while 64 per cent say Pinterest is better for finding up-to-date beauty trends.

Ayesha Mace, head of beauty, Pinterest, explains: “People are moving beyond broad searches for hair inspiration or nail ideas, and looking instead for the exact version of a look that fits their style, occasion and identity — whether that’s a textured French bob, cherry cola brunette hair or polka dot cat-eye nails.”

The visual search and shopping platform, launched a shoppable streaming series in March this year, stressed that retailers and beauty brands can harness such research.

It described the report as “a window into the aesthetics and product categories likely to influence shoppers as they plan their autumn and winter routines”.

Mace adds: “Our ability to spot and make sense of these signals is powered by Pinterest Intelligence, which combines visual understanding with signals like searches, saves, Boards, Collages and clicks to understand what people want to try, buy or do next.”

Beauty gets bolder

This new report highlights a return of more expressive makeup.

Pinterest’s Arctic Frost trend points towards metallic finishes, with searches for “frosted makeup” up a staggering 286 per cent. Metallic lips rose 52 per cent, while searches for pastel blue eyeshadow increased 51 per cent and silver eyeliner 48 per cent.

At the same time, Cheeky Flush shows consumers embracing blush as a defining part of the look. Searches for dusty rose blush increased 189 per cent and terracotta blush 164 per cent.

“Cloud skin” searches were also up 153 per cent, suggesting consumers are combining statement colour with softer, diffused skin finishes.

The commercial opportunity is in the breadth of these looks. Rather than one prescriptive beauty routine, shoppers can pick individual elements, from a particular blush shade to a metallic lip, and incorporate them into their existing looks.

Wellness moves beyond the face

As seen at recent beauty experiences, such as Boot’s 2026 Christmas Showcase and London’s first Sephoria, wellness trends are becoming a key part of the beauty sector. Pinterest has described this as the ‘Skinvested’ trend.

The report points to consumers treating body and scalp care with the same attention traditionally given to facial skincare. Searches for “body wash for glowing skin” increased 206 per cent, while “body care routine aesthetic” rose 202 per cent.

There is also growing interest in treatment-led bodycare, including dry brushing, retinol body lotion and products focused on the skin barrier. Searches for dry brushing routines rose 147 per cent, while retinol body lotion was up 144 per cent.

Bodycare is increasingly being positioned as a routine rather than a single product purchase, creating opportunities for retailers to build larger baskets around complementary products and regimes.

Fragrance becomes a comfort category

Fragrance is also taking a more emotional direction.

Pinterest’s Eau So Cosy trend highlights demand for sweet, nostalgic and comforting scents. Searches for “solid perfume aesthetic” rose 333 per cent, while “skin scent” increased 287 per cent. Marshmallow perfume was up 248 per cent, followed by gourmand fragrance at 147 per cent and milky perfume at 134 per cent.

The rise of “fragrance wardrobe” searches, up 210 per cent, is particularly notable for retailers. It suggests consumers are moving beyond the idea of having one signature scent towards choosing different fragrances for different moods and occasions.

Beauty gets playful

Nails are another area where personalisation is particularly pronounced.

Pinterest’s Chrome Sweet Chrome trend sees reflective finishes combined with unexpected colours and patterns. Searches for polka-dot cat-eye nails soared 1,585 per cent, while jelly pink chrome nails rose 1,469 per cent and milky white chrome nails in an almond shape increased 1,402 per cent.

Meanwhile, Latte Lacquer brings food and drink cues into beauty, with searches for caramel nude nails up 943 per cent and raspberry jelly nails up 828 per cent.

Consumers are no longer simply searching for “nails”, “makeup” or “skincare”. They are searching for highly specific combinations of colour, texture, finish and mood.

That makes Pinterest’s first Beauty Trend Report more than a list of seasonal aesthetics. It provides retailers and brands with an indication of how consumers are navigating an increasingly fragmented beauty market – and how specificity could become the next major driver of discovery, product development and merchandising.

Mace concludes: “For consumers, that means more relevant, personal discovery. For brands, it provides a deeper view of emerging trends and shopping intent, revealing not just what is gaining momentum, but how people want to bring it to life.”

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