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.

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.