Freckles and natural make-up top Pinterest beauty searches this year | Pocketmags.com

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Freckles and natural make-up top Pinterest beauty searches this year

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Freckles, natural make-up and coloured eyeliner are among the biggest beauty search terms of the past year, according to research from social media site Pinterest’s Future of Beauty Report.

The platform compiled its biggest search terms for the 12-month period to June 2020, which showed that consumers are embracing their natural beauty as well as experimenting with bolder colours.

During this year, search terms “soft natural make-up for black women” and “nude lipstick for dark skin” grew, while freckled pinners are looking for ways to emphasise their natural features with searches “black girls with freckles” (up x2), “red hair freckles” (up x5.4) and “Asian freckles” (+59%) increasing.

However, many are also looking for ways to execute a “soft glam aesthetic” (up x5) and others for more experimental looks, with “coloured eyeliner looks” (up x3.5), “peach lip gloss” (up 42%) and bold yet classic “red lipstick looks” (up x2), showing there is an appetite for bright colours.

With videos on the rise on Pinterest, daily video views grew 150%+ year on year, searches for “natural make-up videos” (+62%) and “natural beauty aesthetic” (up x9) were also popular.

Men are also exploring and embracing beauty routines as they look to enhance their grooming and skincare regimes. The big skin and beauty search terms for men included “creative make-up looks” (up x7) and “healthy skincare” (up x9).

The report comes as Pinterest launches new augmented reality technology on the site, allowing consumers to try on make-up, while algorithm updates show matches to the searcher’s skin tone.

This article appears in October 2020

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October 2020
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