It’s the end of the caked-on makeup look. Pinners will embrace slow beauty and let their natural skin texture shine through. This new “effortlessly chic” routine is simple and sustainable.

Hips and waist of a plus-size woman wearing nude-colored bra and underwear
Young person with short black hair, a green tank top and no makeup
Close up of a middle aged woman’s green eyes and subtle green eyeliner

What the global data says

4x

increase in searches year over year for glowing skin how to get naturally

Find it trending in
Canada
Australia
UK

4x

increase in searches year over year for face yoga exercises

Find it trending in
Brazil
France
Italy

110%

increase in searches year over year for homemade skin care

Find it trending in
Japan
France
UK

115%

increase in searches year over year for aloe vera face mask

Find it trending in
France
UK
Indonesia

180%

increase in searches year over year for natural everyday makeup

Find it trending in
France
UK
Germany




Tips for brands

Say goodbye to the 12-step beauty routine. Skincare brands can help Pinners streamline their regimens and discover clean products with natural ingredients. Makeup brands can share tips on how to create a dewy, natural beauty look that will look great on camera and video calls. And phone manufacturers can promote the minimalist makeup trend to help Pinners capture the perfect selfie.





Educate your audience with Story Pins

Create your own content highlighting Skinimalism looks.

Collage of three images featuring: two women with short brown hair wearing orange turtleneck sweaters, colored glassware staged in sunlight and a blue car bumper.

See the trend on Pinterest
Explore the Pins that bring our predictions to life.

Source: Pinterest Internal Search Data, Global, analysis period Oct 2018 to Sep 2020