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.
Trending search terms
What the global data says
year-on-year increase in searches for indie nails
Find it trending in
France
Germany
Sweden
year-on-year increase in searches for smiley face nails
Find it trending in
France
Brazil
Italy
year-on-year increase in searches for indie make-up
Find it trending in
France
Canada
Spain
year-on-year increase in searches for inner eye pop of colour
Find it trending in
UK
Canada
Australia
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.
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Source: Pinterest Internal Search Data, Global, analysis period Oct 2018 to Sep 2020