Freckles and natural make-up among top Pinterest beauty searches
Freckles, natural make-up looks and coloured eyeliner were some of the biggest beauty search terms of the past year, according to research from Pinterest’s Future of Beauty report.
The social media platform has compiled some of its biggest search terms from the past 12 months (June 2019 – June 2020) showing that consumers are looking for personalised advice and are keen to embrace their natural beauty, as well as experiment with bolder colours.
During this year, search terms ‘soft natural makeup for Black women’, ‘and ‘nude lipstick for dark skin’ grew, while freckled Pinners are looking for ways to emphasise their natural features with searches ‘Black girls with freckles’ (up 2x), ‘red hair freckles’ (up 5.4x), and ‘Asian freckles’ (+59%) increasing.
However, many are looking for ways to execute a 'soft glam aesthetic' (up 5x) and others are looking for more colourful and experimental looks, with 'coloured eyeliner looks' (up 3.5x), 'peach lip gloss' (up 42%) and bold yet classic 'red lipstick looks' (up 2x), showing there is an appetite for colour and experimentation.
With videos on the rise on Pinterest (daily video views grew 150%+ year over year), searches for ‘natural makeup videos’ (+62%) and ‘natural beauty aesthetic’ (up 9x) were also popular among searchers.
Men are also exploring and embracing beauty routines as they look to enhance their grooming and skincare regimens. High skin and beauty search terms for men included ‘creative makeup looks’ (up 7x) and ‘healthy skin care’ (up 9x).
The report comes as Pinterest launches augmented reality technology, allowing consumers to try on make-up, while new algorithm updates show matches to the searcher’s skin tone.
“Pinterest is the home of inspiration, but it’s hard to be inspired if you don’t feel represented,” said Annie Ta, product manager at Pinterest.
“We’re making each person’s Pinterest experience more relevant to them through new technology and ways to control the beauty results they see. With these updates, Pinterest is becoming a more inclusive place to discover and shop for beauty ideas.”