Pinterest predicts beauty's 2023 trends: Gemini hair, mini makeovers and scalp boosters

Published: 8-Dec-2022

Pinterest's Head of Beauty, Tom Spratt, in his exclusive Cosmetics Business column, analyses the trends to hit the mainstream in 2023

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We entered 2022 with a view that bold beauty trends would be on the rise, and the past 12 months have proved us right. A lot of the ‘out there’ trends have been driven by Gen Z, who are carving their own path when it comes to beauty.

Brands are finding more than ever that they must design campaigns to make a difference, reaching and engaging their audience while driving sales.

Every December, while many brands do a look-back at what’s been trending, at Pinterest we reveal the trends we predict will go big the following year.

User search data allows us to take a look into the future, providing the insights for our yearly report and shaping the trends for the following year. It also helps brands get closer to what consumers actually want, removing the guesswork and being somewhat of a cheat sheet to increase their impact with target audiences.

Last year, Pinterest predicted that maximalism would make a return, and 80% of

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