As another year comes to a close, we are looking ahead to what is going to be trending across the beauty industry in 2025 and thanks to our annual forecasting trends report, Pinterest Predicts, we need not guess.
Over the past five years, 80% of the trends from our annual reports have come true, giving brands their very own crystal ball into the future. So, what is in store for beauty in 2025?
While 2024 was about big, bold beauty statements, the new year promises an array of ethereal, almost magical, looks.
This includes beauty entering its ‘sea witchery’ era, and Gen Z and millennials are driving this trend by diving headfirst into sultry siren make-up, wet wavy hair and moody mermaid manicures.
Searches for ‘dark siren make-up’, ‘dark mermaid make-up’ and ‘sea-inspired nails’ have all increased.
Several celebrities have already been embracing the sea witch look too, with Megan Fox championing long, wet tresses this year and Madelyn Cline rocking sensual siren eyes on the red carpet.
This look is different from more classic aesthetics, so for those who aren’t sure where to start, brands should offer tutorials to help consumers achieve the look.
And for those whose product offering fits with this aesthetic, why not take it one step further and launch a themed pop-up to bring it to life further?
Sea witchery trend by numbers (search increases)
Witch outfits aesthetic: +40%
Dark siren make-up: +695%
Dark mermaid make-up: +90%
Wavy wet hair look: +80%
Sea-inspired nails: +65%
Searches for ‘dark siren make-up’ have soared
The zodiac appeal
We have also seen star signs soar in popularity but in 2025 the zodiac will really enter beauty as people
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