Take it from Gen Z: indie isn’t what it used to be. Their version is defined by bold-colored crop tops, baggy jeans and emoji-inspired makeup and nails. When it comes to beauty, 2021 will be about feelin’ cute.

What the global data says

21x

increase in searches year over year for indie nails

Find it trending in
France
Germany
Sweden

9x

increase in searches year over year for smiley face nails

Find it trending in
France
Brazil
Italy

4x

increase in searches year over year for indie makeup

Find it trending in
France
Canada
Spain

45%

increase in searches year over year for inner eye pop of color

Find it trending in
UK
Canada
Australia

6x

increase in searches year over year for butterfly eye makeup

Find it trending in
Brazil
Spain
UK




Tips for brands

Help Pinners nail down the trendiest beauty looks of 2021. Makeup and consumer packaged goods brands can promote bold shadows and candy-colored lipsticks that pop on all skin tones. Nail care brands can share polish ideas for emoji-inspired nail art. Brands in all categories can lean on 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 turtleneck sweaters, colored glassware staged in sunlight 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