In 2020, it’s all about au naturale, as consumers are taking a ‘less is more’ approach and letting their unique features shine.
In June, global searches on Pinterest for beauty results based on skin tone including ‘grey hair on dark skin women’, ‘blonde hair colour ideas for fair skin blue eyes’, ‘soft natural makeup for Black women’, ‘brown hair colours for fair skin’ and ‘nude lipstick for dark skin’ were among some of the top trending beauty terms.
Other data trends the platform has shared from its Global Beauty Report shows that:
Natural hairstyles spiked with ‘natural hairstyles' (2.5x) and ‘natural curly hair cuts’ (up 6x) seeing significant increases.
Freckled Pinners are looking for ways to emphasise their natural features with searches like ‘Black girls with freckles’ (up 2x), ‘red hair freckles’ (up 5.4x), and ‘Asian freckles’ (+59%) increasing.
It also seems users are embracing natural skin too, with searches for 'models with acne’ up 2x, while searches for ‘wrinkle remover’ are down 30% and ‘scars remover’ are down 96%.
BD's top picks for going au naturale (click the brand name for products and hi-res images): Lycogel®, COVERGIRL, Clarins and Nude by Nature.
With videos on the rise on Pinterest (daily video views grew 150%+ year over year), searches for ‘natural makeup videos’ (+62%) and ‘natural beauty aesthetic’ (up 9x) are popular as Pinners look for ways to execute a 'soft glam aesthetic' (5x) with 'colored eyeliner looks' (3.5x), 'peach lip gloss' (+42%) and bold yet classic 'red lipstick looks' (2x).
Men are also exploring new beauty routines as they look to enhance their grooming and skincare regimens.
Hair searches including ‘Black men beard styles’ (up 3.9x), ‘grey beards’ (up 3x), ‘long hairstyles for men’ (up 25x), ‘afro hairstyles men’ (up 7.7x) and ‘curly hairstyles’ (up 19x) are on the rise while skin and beauty searches including ‘creative makeup looks’ (up 7x) and ‘healthy skin care’ (up 9x) are in the lead.
BD's top picks for the guys (click the brand name for products and hi-res images): NIVEA Men, VS Sassoon For Men, Natio For Men and Urbane Mess.
BD also recently reported the new site updates Pinterest has put in place, delivering beauty content that is inclusive, relevant and personalised (more on that here).
This includes the inclusive beauty results filter launching in Australia and the Try On virtual lipstick makeup filter (coming soon to Australia).
“The importance of diversity in beauty is simple, we need coverage and we need representation," said thy.self founder, Chloe Pierre.
"This is a great tool to make people feel seen, heard and it benefits everyone. It's great to know Pinterest will have a plethora of diverse beauty examples and inspiration to help grow the industry and that's what inclusivity is."
"Features like this will help drive cultural change and make people feel good about themselves," said Pierre.
