More than 400 million Pinterest users share one thing in common: they’re in a continuous search of fresh ideas and inspiration. After spending more time at home than ever, we’ve relied on the digital idea board this year more than ever for everything from new recipes, home-office inspiration and the latest loungewear to add to our carts.
“Spending time inside has impacted the way people dress, but it’s also changed the way we express ourselves with our beauty routines,” explains Larkin Brown, head of core research at Pinterest. Today, the social platform released their annual Pinterest Predicts trend report, a window into what our 2021 will look like. Below, the beauty trends that will continue to rule in the new year.
In the name of ease and style, we’re seeing that “low-maintenance is the new high-heat,” the report notes, and Pinners continue to turn to braiding techniques in the new year. “Things that are protective, low maintenance but still have that bit of glamour [will be big],” explains Larkin. On the data front, searches and Pins for “knotless box braids” are up 150 percent, “yarn braids styles” showed a 145-percent increase, and inquiries for “bubble braids” are up by 135 percent.
Along with trading in high-heat hairstyles, people are also paring down their skin-care routines and keeping a focus on “skinimalism” and the concept of “slow beauty.” Larkin explains that in the era of video-call everything, the focus is less on faking a glowy look—”Has anyone else noticed highlighter doesn’t really work on Zoom?” she asks in a press conference—and more about creating one with help from a clean, minimal skin-care routine. As such, searches for “glowing skin how to get naturally” have quadrupled and “natural everyday makeup” searches have increased by 180 percent.
Conversely, Larkin explains that Gen-Z Pinners have an Indie beauty routine on the mind—but Indie doesn’t mean what it used to. “Their version is defined by bold-colored crop tops, baggy jeans and emoji-inspired makeup and nails,” reads the report. Searches and Pins for “butterfly eye makeup” (up 6x), “goth eyebrows” (+120 percent) and “bleached eyebrows” (+160 percent) continue to soar.
“A focus on mindfulness and investing in rest has become paramount in 2020 and will continue to trend throughout 2021,” says Larkin. Bath rituals—think “spiritual cleansing bath” (+180 percent), “bath tea recipes” (+60 percent) and “deep soaking tub “(+145 percent)—are on the mind, along with a focus on all-things sleep.
According to the report, bedtime routines will be more luxurious than ever in the new year. Searches for “diffuser blends for sleep” are up 80 percent, “sleep yoga” has risen by 90 percent and “silk sleepwear” is up 60 percent. As the report notes, “sleep care is the new self-care,” and we couldn’t be more on board. Read the full report on Pinterest.com.
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