That skincare is the leading beauty segment according to Pinterest is not surprising. In the coming year, Pinterest predicts consumers wanting simple products for minimalist routines using only the essentials. Skinamalism is a word Pinterest has coined to describe our yearning for pared down beauty.
The search phase ‘how to get naturally glowing skin’ quadrupled in the past year with the UK, Australia and Canada the countries where most searches for that term originated. The report makes it predictions based on the rise of search terms for instance in 2020, we find ‘homemade skin care’ up 110 per cent and ‘natural everyday make-up’ up 180 per cent over the year. The 2021 report has a brief overview of beauty trends ranging from the newly-coined term skinimalism, which is described as a less caked-on make-up look and more about letting skin glow naturally, to indie beauty’s cute trend of emoji-inspired nail art. In fact, Pinterest says that eight out of 10 of its 2020 trend predictions came true. They describe their report as ‘a not-yet-trending report’ and “a window into the future from a platform where people go to plan theirs”. Pinterest makes an interesting point about its platform predicting future trends not just stating current ones.
Pinterest itself helpfully comes out with its own annual Pinterest Predicts report which covers a whole range of sector trends from beauty to DIY, crafting, travel, health, fitness and more. First, let’s look at why Pinterest is so good at predicting and pointing to beauty trends before we discuss Pinterest as a marketing tool for indie beauty brands. But, for indie beauty, it is far more than that.
It is certainly eye candy to enjoy browsing in idle hours or late night on your cellphone screen. As beauty is a visual industry, you can see easily why Pinterest is the place to define the latest trends. With user-generated content from both individuals and brands (big and small) who may be pinning between 5 and 25 new ‘Pins’ each day, there are millions of searchable entries on Pinterest. With over 400 million monthly active users, Pinterest is an important visual search engine and a prime platform on which to discover the latest beauty trends.
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