New Year’s resolutions are inspiring a fresh perspective on beauty routines as it is the perfect moment to set intentions that enhance confidence, and 2025 is shaping to be one of creativity in beauty.
At Pinterest, we are seeing a shift in how people are approaching beauty, with more shoppers embracing underconsumption, stepping into bold looks and treating skin care as a ritual of self-care.
One of the biggest resolutions I have seen is a more thoughtful approach to beauty shopping.
Instead of impulse buying, beauty lovers are taking time to rediscover the products they already own, while also carefully considering new purchases that truly fit their needs and values.
I find it inspiring to see creators like Christina Mychas (@christina.mychas) encouraging their audiences to shop with intention, and consider mindful decisions and creative ways to make the most of their beauty collections.
This mindset is reflected in Pinterest UK’s data, where searches for ‘budget planner’ have surged by x3.5, ‘saving money aesthetic’ by x50 and ‘budget challenge’ by x3.5 over the past three months.
But a closer eye on budget does not have to mean putting a cap on creativity.
Beauty lovers are finding innovative ways to repurpose their products, and, for brands, this can be an authentic opportunity to lean into the movement by creating helpful content, such as make-up tutorials demonstrating how to use fewer products or old favourites.
This movement feels empowering and sustainable, and I am excited to see it grow in 2025.
And while some beauty lovers are pairing back, others are using the New Year to step into their boldest selves.
As people focus on their confidence and wellness, bold make-up is becoming a powerful tool to reflect this in their outward appearance.
The cherry coded trend from our Predicts Predicts 2025 Report is a perfect example.
The aesthetic channels the vibrant essence of
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