As we step into a new year, Tom Spratt, Pinterest UK’s Head of Beauty, reveals compelling insights in his latest column for Cosmetics Business about beauty trends poised to transform the industry in 2025. Notably, he emphasizes a significant shift towards ‘underconsumption’—a movement that could reshape how we think about beauty.
New Year, New Mindset
With New Year’s resolutions on everyone’s minds, many are re-evaluating and refreshing their beauty routines, focusing on goals that nurture self-confidence. The upcoming year is expected to ignite an explosion of creativity within the beauty space.
Pinterest has noted a fascinating change in consumer attitudes, with numerous beauty lovers embracing an ethos of underconsumption. This approach prioritizes savoring standout beauty styles while recognizing skincare as an essential component of personal well-being.
Financial Consciousness and Creativity
A key trend surfacing is a more intentional mindset when it comes to beauty purchases. Instead of jumping into impulsive buying behaviors, consumers are reconnecting with the beauty products they already own and carefully considering new additions that resonate with their values and specific needs.
Among those leading this charge is content creator Christina Mychas, who inspires her audience to shop mindfully and creatively make the most of their existing beauty collections.
To back this rising trend, Pinterest UK’s analytics paint a clear picture: searches related to budgeting and financial awareness have significantly increased. In just three months, queries for ‘budget planner’ surged 3.5 times, ‘saving money aesthetic’ skyrocketed 50 times, and requests for ‘budget challenge’ also grew 3.5 times.
Being financially conscious doesn’t mean stifling creativity. Many beauty enthusiasts are exploring innovative ways to repurpose their products, presenting brands with a unique chance to connect with this movement. By offering valuable content—like tutorials showcasing how to achieve fabulous looks with fewer products or highlighting timeless favorites—brands can actively participate in nurturing this trend.
Bold Self-Expression
This encouraging shift towards sustainability and empowerment is heartening, with optimism for its growth in 2025.
While some consumers are opting to streamline their beauty routines, others celebrate the New Year as a vibrant opportunity to showcase their boldest selves. As self-confidence and personal wellness take center stage, striking makeup styles are increasingly viewed as a potent means of expressing one’s identity and enhancing appearance.
A perfect illustration of this vibrant expression is the cherry-coded trend highlighted in our Predicts 2025 Report, demonstrating how beauty choices can be both daring and meaningful.
Source: Cosmeticsbusiness