Ahead of summer, Pinterest accurately predicted trends such as astrology-inspired makeup and hibiscus nails, demonstrating how social platforms offer brands a glimpse into emerging consumer interests.
“TikTok, Instagram and YouTube aren’t just marketing channels – they’re marketplaces of ideas, aesthetics and values,” said Nick Vaus, founder of London-based beauty creative agency Free the Birds, which has worked with brands including Avon and The Body Shop.
Meanwhile, Alex Brown, CCO and co-founder of social-first agency Campfire, noted that TikTok is “often misunderstood by cosmetics brands.”
“It’s not just a place to activate campaigns; it’s a cultural lab where shifts in taste are visible weeks – sometimes months – before they appear in sales data,” said Brown. “That makes these platforms invaluable assets for those planning marketing efforts and aiming to get ahead of viral moments before the market becomes saturated.”
With Gen Z making up over half of Pinterest’s user base, search behaviour on the platform offers a compelling preview of what’s to come this season.
Based on this, we’ve rounded up Pinterest’s predicted beauty trends for the autumn-winter season, based on what users have been searching for.
Grunge-glam makeup
According to Pinterest’s seasonal report, makeup is moving away from the clean girl aesthetic towards a grunge-glam look – paying homage to the devil-may-care fashions of the 1990s and 2000s, but with a more polished edge.
Autumn’s beauty trends are “all about balancing edge with elegance,” shared Pinterest.
The social media platform noted that “Grunge-inspired makeup returns with a modern, wearable twist, think effortless smudges, deep tones and nods to ’90s and 2000s nostalgia.”
But this time round, the look isn’t quite as intimidating as ’90s pop stars like Shirley Manson and Courtney Love. Instead, the look is gaining a more glamorous and polished edge.
Searches for:
- Clean grunge makeup were up by +652%
- Natural grunge makeup by +368%
- Soft grunge makeup look by +147%
However, this new wave grunge revival could become polarising among beauty shoppers, as some are still seeking inspiration from the more traditional grunge look.
Searches for:
- ’90s grunge makeup were up by +210%
- 2000s grunge makeup by +197%
- Dark grunge makeup by +123%
- Brown grunge makeup by +93%
- Messy grunge makeup by +72%
Hair trends: pixie hair cuts
Meanwhile, for hair, low-maintenance pixie cuts – often teamed with grunge makeup looks in the 1990s – are also enjoying a revival.
Pinterest noted that searches for ’90s pixie cuts are on the rise, particularly among Gen Z shoppers.
Searches for:
- Asymmetrical pixie bobs were up by +1,119%
- Chic pixie cuts by +2,435%, which again shows that beauty fans are searching for a more glamourous take on previously fashionable looks
- Dark brown pixie haircut by +946%
- Honey blonde pixie cut by +1,892%
- Pixie haircut ’90s by +724%
- Short blonde pixie Black women by +1,950%
Fragrance: cosy gourmand scents
Beauty’s hottest category, fragrance, will see a continuation of the gourmand trend, but scents are set to take a warm and cosy twist as the weather becomes colder.
“As weather cools, cosy layering extends to fragrance too: warm, nostalgic scents like apple, vanilla and caramel are the season’s must-haves, inviting you to wrap yourself in comfort, head to toe,” said Pinterest.
Searches for:
- Vanilla scent aesthetic was up by +117%
- Apple scent by +53%
- Caramel scent by +49%
- Almond scent by +21%
It’s also worth noting that layering is still a big deal, with searches for:
- Layering scent combos were up by +157%
- Scent garden by +73%
Marine-based skincare
For skincare, it appears that beauty shoppers remain increasingly ingredient-led and are currently inspired by marine-based ingredients – particularly salmon – for its ability to create glowing, younger-looking skin.
Searches for:
- Salmon DNA were up by +623%
- Salmon DNA treatment by +234%
