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Brief Published: 6 Jan 2020

Pinterest Predicts Top 2020 Beauty Trends


This year’s annual Pinterest 100 report predicts the top beauty trends for 2020, based on consumer activity on the social pinning website and app. We summarise the most commercially viable takeaways to kick off the new year.

  • Genderless Futures: Searches for ‘gender-neutral haircuts’ increased by 625% in 2019, suggesting a potential shift in styling trends. In line with this increase, we predict more salons will move away from the outdated stigma of pricing and styling for specific genders. Instead, they’ll standardise the cost of their services. British salon Chop Chop offers an inclusive and streamlined approach with haircuts and styling, priced at £20 ($26) per treatment, regardless of gender.

    To explore genderless attitudes further, see The Phluid Project: Gender-Neutral Shopping, Men Embrace Genderless Beauty and Gender-Fluid Generation: Beauty Attitudes.

  • Selling Spirituality: A reframing of new-age practices has seen astrology go mainstream. For example, searches for geometric space tattoos have increased by over 267% in 2019 – signifying an uptick of these designs in 2020.

    As we explore in 10 Tattoos to Watch in 2019, mystical tattoos with otherworldly symbols connect to modern mystics’ spiritual and emotional states, and inspire new ink. For deeper insights into spiritualised beauty, see Instagangs: Beauty’s Alternative Spiritualists and Science-Backed Spirituality.

  • Tackling Burnout: Announced as an official syndrome in 2019, burnout culture is reaching new heights. To combat daily anxieties, clued-up consumers are proactively safeguarding their emotional wellbeing with stress-busting products and apps with positive messaging. On Pinterest, searches for the calming effects of ylang-ylang oil saw a 91% increase in 2019.

    Product developers catering to stressed-out consumers should explore the connection between scent and its influence on mood. For example, British natural brand Lush’s Breath of God fragrance harnesses the soothing properties of ylang ylang and cedarwood oil, to help consumers’ unwind.

  • 90s Takeover: From the catwalks, to e-boys and e-girls revamping nostalgic styles, the 90s is making a comeback in beauty. Searches for scrunchies made from silk and leather increased by over 6,309% on Pinterest – an unprecedented figure signalling a key area for product development.