Pinterest Predicts 2023 Beauty Trends

Published 04 January 2023

Author
Maya Regan
2 min read

Pinterest’s annual Pinterest Predicts report forecasts the top trends for the year ahead, based on consumer activity on the social platform in 2022, and confirms some of our key beauty predictions. We highlight the essential beauty and wellness takeaways gaining traction for the new year.

  • The ‘Skinification’ of Haircare: Searches for “clean scalp” increased by 55%, while “scalp treatment for dry scalp” rose by 70%, highlighting the uptick in multi-step self-care scalp routines in response to global stress surrounding the pandemic and the cost-of-living crisis. This means products that nourish the hair from the root will thrive in 2023. Stylus members can see Haircare Projections 2023 and Hair, Democratised for more on scalp health.

 

  • A Minimalist Makeover: From short braids and micro bangs to minimalist French manicures, beauty will favour a refined and stripped-back aesthetic over maximalist styling, with searches for “chopped bob haircut” up 550%.

    “In 2022, we saw maximalism really lead looks, and now it’s time for a reset,” Tom Spratt, head of beauty at Pinterest UK, told Stylus. “With the return to the office and busy schedules, people will be stripping back their make-up bags and focusing on the staples.”

  • Ocean Ingredients: Marine-based ingredients, such as seaweed and algae, are set for further expansion in 2023. Searches for “green algae” increased by 60%, while interest in the “benefits of chlorophyll water” rose 35%.

    Already demonstrating innovation in the beauty market, ocean-based ingredients offer a plethora of product development prospects. 

  • Alternative Healing Therapies: A key wellbeing trend emerging among Gen Zers and millennials is creative and expressive therapy. Searches for “art journal therapy” increased by 3,755%, while interest in “music therapy” grew 30%.

    Cross-category and experimental multisensory products are exciting possibilities for brands to explore, with the intersection of scent and sound being a key way to elevate wellbeing and mindful experiences.

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This article is an example of the trends Stylus is constantly tracking and analysing around Beauty. Get in touch so someone from the Stylus team can explain how your business can harness the power of trends and insights like these – and more.