Pinterest’s latest Summer 2025 Trends Report predicts a season of self-expression, nostalgia and nature-fuelled rituals.
From astrology-themed makeup looks to nature bathing and digital detox retreats, the season is all about conscious escapism and creative flair, particularly for Gen Z clients.
Here’s what beauty and wellness professionals need to know.
Astrology makeup and cool-toned beauty are trending for Summer 2025
Pinterest reports a huge surge in searches for astrology makeup (+2,006% for Virgo-inspired looks alone), with Gen Z using their star signs as creative beauty blueprints.
Think bold, fiery tones for Aries, ethereal pastels for Pisces and golden glam for Leos.
At the same time, cool-toned beauty is dominating the summer palette. Searches are up 376% for summer cool tone makeup, with users favouring baby blue cat-eye nails, icy blonde hues and crimson red eyeshadows for a fresh, photogenic twist on summer colour.
Summer nail art gets fruity and floral
Nails take their cue from tropical locations and fruity cocktails, with a boom in search interest for summer aura nails, Italian summer nails, tropical summer nails and hibiscus nail art.
This summer’s nail art is all about escapism – think punchy colours, botanical motifs and glossy finishes inspired by beach holidays and garden parties.
Nature bathing and digital detox retreats dominate wellness trends
Searches for “relaxing in nature” and digital detox ideas have soared, indicating a strong wellness trend for 2025: stepping offline and outside. Gen Z in particular is drawn to book retreats, forest escapes and nature bathing experiences.
With searches for digital detox vision boards up 273%, spas and wellness professionals could benefit from curating packages that tap into this desire for stillness, self-care and natural surroundings.
Garden-to-table beauty and detox drinks see a surge
The “Martha Stewart aesthetic” is back, inspiring a rise in garden-to-table cooking, urban farming and natural summer detox drinks.
Pinterest users are looking for skincare drinks, anti-inflammatory juices and superfood smoothies – giving beauty and wellness pros the chance to tie in edible beauty and nutrition content with topical treatments.
Find out more about how gut health affects the skin here.
Boho beauty and crochet comebacks capture Gen Z
Fashion and beauty are embracing nostalgia, with Pinterest reporting a huge rise in the 2000s boho aesthetic and crochet-inspired fashion.
Think crochet mini dresses, ruffled bags and Y2K-style accessories like lip gloss keychains – searches for which jumped a whopping 5,662%.
For salons, makeup artists and nail techs, this trend offers rich visual inspiration for interior design, summer campaigns and pop-up events.
The colour of the summer will be Dill Green, which Pinterest forecasted in the 2025 Pinterest Palette, as users are searching for all aspects of this colour.
Book clubs, garden parties and IRL hobbies make a comeback
Gen Z is also embracing more tactile, offline hobbies, with a rise in book club culture, summer crafts and garden parties.
Pinterest saw a 106% rise in searches for cute summer crafts and a 558% increase in book club-themed activities.
While not directly beauty-related, this trend highlights a growing appetite for experiential services and bespoke events – think book club beauty nights, garden party-inspired treatments or DIY-style nail art classes.
What this means for beauty professionals
Whether you specialise in nails, makeup or wellness, Pinterest’s Summer 2025 trends underline a growing shift toward personalisation, slow living and nature-inspired experiences.
There’s a clear opportunity to align treatments, workshops and social content with themes like celestial beauty, offline escapism and nostalgic glamour.
Stay on trend this summer by incorporating astrology, wellness travel inspiration and natural ingredients into your offerings, and help clients reconnect with themselves and the world around them.
