Take it from Gen Z: Indie isn’t what it used to be. Their version is defined by bold-coloured crop tops, baggy jeans and emoji-inspired make-up and nails. When it comes to beauty, 2021 will be about feelin’ cute.

Young woman wearing dramatic electric-green and silver eyeshadow looking into the camera
Close-up of a drag queen with dramatic make-up including freckles, eyebrows and pink eyeshadow
A woman’s nails painted with black and white lines

What the global data says

21x

year-on-year increase in searches for indie nails

Find it trending in
France
Germany
Sweden

9x

year-on-year increase in searches for smiley face nails

Find it trending in
France
Brazil
Italy

4x

year-on-year increase in searches for indie make-up

Find it trending in
France
Canada
Spain

45%

year-on-year increase in searches for inner eye pop of colour

Find it trending in
UK
Canada
Australia

6x

year-on-year increase in searches for butterfly eye make-up

Find it trending in
Brazil
Spain
UK




Tips for brands

Help Pinners to nail down the trendiest beauty looks of 2021. Make-up and consumer packaged goods brands can promote bold shadows and candy-coloured lipsticks that pop on all skin tones. Nail care brands can share varnish ideas for emoji-inspired nail art. Brands in all categories can lean into the doodle-inspired aesthetic by using cheeky decals to enhance their creative assets and appeal to younger audiences.





Collage of three images featuring two women with short brown hair wearing orange roll-neck jumpers, coloured glassware staged in bright light 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