Pinterest has released its first Beauty Trend Report, identifying that consumers are making hyper-personal edits to beauty trends instead of just copying them.
What happened
Pinterest has released its first-ever Beauty Trend Report, identifying that consumers are making hyper-personal edits to beauty trends instead of copying them beat for beat.
Why it matters
The findings point to an opportunity for brands to invest in modular, customizable, and multifunctional innovations.
Pinterest says that searches on the platform are increasingly specific — “not just a red manicure, but a dark-red cat-eye manicure.”According to the platform, consumers can lose interest in a beauty trend if it goes from “niche to everywhere” fast, causing them to move away from participating in trends exactly and instead personalize them for a broader appeal.The report indicates that personal care players offering tools and products that support personalization, customization, and self-expression may have a strategic edge in the era of specificity.However, as visual inspiration becomes increasingly niche, Pinterest says people know what they like visually, but often do not know the professional terminology to describe it.To fill the gap, the company is launching Beauty Guides, an AI-powered feature that turns saved beauty pins into action plans.
The feature uses Pinterest’s visual intelligence and generative AI to analyze hair styles, hair colors, and nail designs.The technology then identifies terms like balayage or root melt, explains what users can ask for at a salon to achieve the look, how long the appointment may take, the price range, and maintenance needs.Beauty vocab top-upThe Beauty Trends Report draws on Pinterest search data, revealing that 85% of weekly Pinterest users discover new beauty trends on the platform before seeing them somewhere else.
This news brief is based on reporting published by Personal Care Insights on 2026-10-07. The original report is linked below.
Personal Care Insights
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