Pinterest's Global Beauty Report reveals what is inspiring consumers this year from hair care to nails to lashes
Pinterest has unveiled its Global Beauty Report 2018 which flags up the most ‘pinned’ – or digitally saved – looks across make-up, hair and nails.
“On Pinterest, people all over the world are searching and saving ideas to make themselves look and feel their best,” the report said.
“With over eight billion beauty ideas and 207 million beauty boards, there’s something for everyone”.
So what results emerged? Here are the platform’s top global beauty trends of 2018:
Actress Blake Lively has also helped the hair braid trend grow / via Getty Images
In the US braids are one of the most coveted hairstyles of 2018, with celebrities including Kylie Jenner and Lady Gaga popularising the look and contributing to the 445% pinned increase.
Twisted braids, an off-shoot of traditional braids, have grown in popularity in South Africa with pins having increased by 70%. Similarly, box braids are the look of the moment in Brazil (up 97%).
Meanwhile, in France and the UK, pinners are taking to Pinterest for bun inspiration as saves for the look have increased 137% and 164% respectively.
But a more relaxed look is on-trend for Argentina with consumers there hunting for open bangs (up 150%) and relaxed waves (ondas al agua) in Spain (up 133%).
Hair colours to dye for:
Cat eyes are in the spotlight in South Africa with the classic look seeing a 131% increase in saved searches. But it’s all about glamorous and feathery Russian eyelash extensions in Spain, with the trend sending saves fluttering up to 700%.
Neighbouring country France is breaking its beauty stereotypes by venturing into ‘artistic make-up’ with saves up by 88%.
And emphasis is firmly on colour in Japan and Brazil; consumers in the Asian country are swapping pink for orange blush, with saves up 250%, while the Latin American nation has discovered a taste for wine-coloured lip shades, with saves up 93%.
Trending eyeshadow colours:
Consumers in Germany and France have updated the classic French manicure with ‘baby boomer nails’ revealed to be on the rise, with saves up 172% and 100% respectively.
Over in the US, consumers have moved on from ombre hair to ombre nails with saves of the gradient effect manicure up 88%.
Instagrammable marble tops have proven a source of nail inspiration in Australia (up 31%) and social media friendly glitter is the look du jour in South Africa (up 102%).
Meanwhile, Spain and Mexico like their talons to sport a variety of shades. In Spain, painting a nail a different colour resulted in saves rising by 239%, while nude, red and white were revealed to be the most popular shades in Mexico.
Japanese Pinterest users favour a subtle look with searches for ‘nuance nails’, a toned down look, increasing by 55%.