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.

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.





Educate your audience with Idea Pins
Create your own content highlighting Skinimalism looks.

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