The ‘no-make-up’ make-up look is taking centre stage for 2025 brides, according to Pinterest’s newly released annual wedding trends report.
The data shows a shift toward minimalism in bridal beauty, as searches for “natural glowy wedding make-up” surged by 152% year-on-year, while “no make-up bridal look” grew by 72%.
The trend forms part of a wider movement Pinterest dubs Nature-Inspired Glam’ – a soft, ethereal aesthetic underpinned by dewy skin, floral hairstyles and whimsical nail art.
As Gen Z continues to redefine the traditional wedding playbook, the report revealed that individuality, authenticity and understated elegance are shaping bridal looks in the year ahead.
Naureen Mohammed, Director of CPG at Pinterest UK, told Cosmetics Business: “With Pinterest data showing a surge in searches for minimal wedding make-up, there’s an opportunity for beauty brands to highlight skin care products that will enhance the skin’s natural glow.
“From a marketing standpoint, we anticipate brands will increasingly centre their content around real brides, behind-the-scenes prep, and quick, effortless transformations, to bring authenticity to the forefront.”
Brands that champion a skin-first, minimalist approach – including Bobbi Brown and Armani – are finding renewed relevance on Pinterest, with their complexion-enhancing hero products proving popular among users planning their big day.
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