The beauty industry is constantly in motion – driven by an urge to jump onto the next big thing.
In recent years, the mechanisms behind this movement – namely, the birth, evolution and spread of trends – has fundamentally changed.
Trends no longer trickle down slowly from fashion capitals or celebrity editors – they now surge in real time, shaped by millions of people on digital platforms.
The real democratisation of influence has arrived.
As the Future Laboratory put it: “Everyone already has their finger on the pulse of culture… anyone can become a trends expert.”
The tastemakers have not disappeared, but influence is now distributed more widely —from creators and backstage experts, to the Pinterest user curating their dream summer look.
While retail shelves are crowded with celebrity brands and thousands of influencers are vying for attention, so much of what rises to the top is inspired by everyday people sharing their fresh routines and creative ideas.
Even the most ordinary interactions online can spark a cultural movement in the beauty industry.
In this landscape, gut instinct alone does not cut it.
Data-driven insight is the backbone of effective brand strategies and trends that are underpinned by insight endure longer and seed brand affinity – giving companies and shoppers a longer runway to adopt and act on trends.
The key for businesses to succeed lies in their ability to recognise these emerging signals early, translate inspiration into commerce, and join the cultural conversation right as it builds momentum.
Trends that are transforming into payments
That is why platforms such as Pinterest have become catalysts, rather than mirrors, of what is trending.
With more than half-a-billion monthly active users globally, Pinterest has a unique vantage point: identifying beauty trends before they become a big mainstream moment.
Crucially, trends that take off on Pinterest do not just flash and fade – our data shows they last nearly twice as long as trends elsewhere, a sign of genuine resonance instead of fleeting hype.
Take Pinterest’s new 'Trending Topics' feature, powered by AI, which groups searches into emerging themes and interest categories – think 'Teal make-up styles' or 'Cloud skin'.
This is not just hype-watching, it is actionable intelligence.
Beauty brands can spot early momentum and create content, or even influence
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