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"Skinimalism" to ride high in 2021 as consumers "reject caked on make-up" looks

Gaelle Walker
29 December 2020

Slow beauty and natural every day make-up will become a key trend in 2021 as consumers “reject caked on make-up looks" in favour of "Skinimalism", according to Pinterest. 

With more than 400 million people now using the platform to find ideas and inspiration for a wide range of projects and ideas from beauty to fashion, décor and travel; the platform’s Pinterest Predicts 2021 report outlines the key behaviour shifts expected in the year ahead.

When it comes to beauty, "Skinimalism" is expected to become the new "Glow Up" in 2021, with "pinners" expected to “embrace slow beauty and let their natural skin texture shine through,” with effortlessly-chic, simple and sustainable routines.

The prediction follows a four-fold year on year increase in searches for "how to get naturally glowing skin" in 2020 and a 180% year on year increase in searches for "natural everyday make-up", with the search trending highest in France, the UK and Germany.

Also topping the list of most searched beauty trends in 2020 was "aloe vera facemask", with a 115% rise year on year and "face yoga exercises" also riding high.

With consumers expected to ditch lengthy 12-step beauty routines in favour of more simplistic steps, beauty brands would do well to help pinners streamline their regimens and discover clean products with natural ingredients in 2021, Pinterest said.

“Make-up brands can share tips on how to create a dewy, natural look that will come across beautifully on camera and on video calls.  

“And phone manufacturers can promote the minimalist make-up trend to help pinners capture the perfect selfie,” the report said.

Pinterest beauty

The year ahead is also likely to see consumers reject defined brows in favour of “defiant brows,” with search terms such as "goth eyebrows" up 120% year on year in 2020 and "above eyebrow tattoo" up 60%.

“In 2021, people will also embrace bold brows and experiment with statement-making styles,” the report said.

“Beauty and retail brands can create step-by-step tutorials and promote brow gel, pencils and powders, while skincare brands can promote make-up remover to help pinners remove their strong brow looks at the end of the day,” it added.

And with consumers still expected to spend more time within the steamy spheres of their own bathrooms rather than luxury spas, the report also predicts a surge in "ritual bathing", in 2021.

Bath time will get an upgrade with influences from ancient rituals. This year, you’ll see people carving out time for an extra special soaking experience,” it said.

In 2020 searches for "spiritual cleansing bath" were up 180% year on year, while "full moon bath ritual" was up 90% and "bath tea recipe" was up 60%.

Commenting on the report, Pinterest chief marketing officer Andréa Mallard said: “Turns out, when everything breaks, so do the norms. This year won’t be about ‘back to normal’ or even ‘the new normal’. Nobody cares about ‘normal’ any more.

"In 2021, people will take a glow up, add a minimalist aesthetic and make ‘Skinimalism’.

"Expect routines to be remixed. Expect regular to be reinvented. 2021 will be a rebirth, not a reset.

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