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