It’s the end of the caked-on makeup 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 streamline their regimens and discover clean products with natural ingredients. Makeup brands can share tips on how to create a dewy, natural beauty look that will look great on camera and video calls. And phone manufacturers can promote the minimalist makeup trend to help Pinners capture the perfect selfie.