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.





Educate your audience with Idea Pins
Create your own content for Indie beauty.

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