- 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.”