Pinterest Predicts 2025 Beauty Trends

Published 12 December 2024

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2 min read

The annual Pinterest Predicts report forecasts the top trends for the coming year, based on consumer activity on the social platform from September 2022 to August 2024, and confirms some of our key beauty predictions. We highlight the essential beauty takeaways that are gaining traction.

Aura Beauty: ‘Mood ring’ make-up is set to grow in 2025 (think ethereal eye shadow that blends softly down onto the cheeks), with searches for ‘aura effect’ increasing by 35%. ‘Full-colour make-up eyes’ soared by 365%, while ‘golden aura’ rose by 75%. As addressed in Mind/Body Beauty, a more emotional, sensory approach to beauty is empowering consumers like the Humanoid Futurists and New Age Alchemists who desire creative outlets and embrace bold yet whimsical aesthetics.

See our Spring/Summer 2025 Directions Lucid and Circus for more visual inspiration, spanning a soft organic approach and a more eccentric take.
Sea Witchery: There’s been a surge in searches for sultry siren make-up and moody mermaid looks, like ‘sea-inspired nails’ (+65%) and ‘dark siren make-up’ (+695%). Our Autumn/Winter 24/25 Direction Radical aligns with this prediction, with a moody, grungy vibe alongside icy metallics set to be crucial for styling. We also predicted that the wonder of the natural world would translate into commercial nail glosses and jellies for sensory delight, with water being a particular inspiration for nail art – see Nail Design Trends 24/25. Also, see S/S 25 Hair, where we highlight soft floaty waves and wet beachy styling as key for the season.
Goddess Complex: Divine beauty is also resonating, making way for a powerful aesthetic leaning into all things sublime and golden. Searches for ‘goddess nails’ are up by 760% and ‘divine beauty’ by 30%. Golden and gleaming styling is a key theme in our A/W 24/25 Direction Solstice, where we predicted that crushed metals and shimmering gold leaf would enliven nail art, and glimmering pigments inspired by the sun and earth would drive an empowering aesthetic.