It’s the end of the caked-on make-up 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-coloured bra and underwear
Young person with short black hair, a green tank top and no make-up
Close-up of a middle-aged woman’s green eyes and subtle green eyeliner

What the global data says

4x

year-on-year increase in searches for how to get naturally glowing skin

Find it trending in
Canada
Australia
UK

4x

year-on-year increase in searches for face yoga exercises

Find it trending in
Brazil
France
Italy

110%

year-on-year increase in searches for home-made skin care

Find it trending in
Japan
France
UK

115%

year-on-year increase in searches for aloe vera face mask

Find it trending in
France
UK
Indonesia

180%

year-on-year increase in searches for natural everyday make-up

Find it trending in
France
UK
Germany




Tips for brands

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





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