Pinterest has released its first-ever Beauty Trend Report, and while jewelers probably aren’t losing sleep over whether their customers are searching for cherry-cola hair, there’s quite a bit here worth paying attention to.
The report’s overarching message is specificity. Consumers aren’t simply searching for red nails, they want dark-red cat-eye nails. They don’t just want a bob, they want a textured French bob. Pinterest says 85% of its weekly users have discovered new beauty trends or ideas on the platform before seeing them elsewhere, while 64% say Pinterest is better for finding beauty trends that feel current. That desire to personalize a trend rather than copy it exactly should sound familiar to jewelers.
Take Pinterest’s “Makeup Maximalism,” where searches are rising for dramatic lashes, graphic liner, bold lip combinations, multichrome shadow, rhinestone makeup, and other looks that make experimentation part of the everyday rather than something reserved for an occasion. Jewelry has been headed in much the same direction: bigger stones, more color, playful motifs, layered stacks, and pieces with enough personality to carry a look all by themselves, no special occasion necessary.
Then there’s color
And then there’s color. Pinterest’s “Arctic Frost” trend is all silver liner, icy blue shadow, metallic lips, crystal effects, and frosted finishes; searches for frosted makeup are up 286%. In jewelry speak, the translation practically writes itself: white metals, diamonds, rock crystal, icy sapphires, moonstones, opals, and anything with an especially reflective finish.
At the warmer end of the spectrum, Pinterest reports seeing major interest in coffee, caramel, raspberry, chocolate, and blood-orange nail shades. Searches for caramel nude nails rose 943%, coffee nails ideas 922%, and raspberry jelly nails 828%. Hair is similarly autumnal, with mocha balayage (+949%), soft copper blonde (+845%), and cherry-cola brunette (+788%) among the report’s fastest-growing searches. If you happen to have brown diamonds, smoky quartz, tiger’s-eye, garnet, citrine, carnelian, ruby, spinel, or warm yellow gold in the case, then you have easy merchandising inspiration at hand. (See JCK‘s just-released digital issue for similar autumnal inspiration!)
Even “Pink-a-Boo,” Pinterest’s name for the increasingly specific ways consumers are adding pink to their hair, offers a useful clue. Searches for terms like dark pink peekaboo hair, pink hair stripe, and teal-and-pink combinations seem to suggest that shoppers are interested in using color selectively and personally. The takeaway isn’t necessarily stock more pink; it’s to use it in thoughtful, and even surprising, ways. Think pink sapphire next to turquoise, an odd flash of enamel, or a colored gemstone slipped into an otherwise familiar stack.
The clearest jewelry parallel comes from Pinterest’s Chrome
But the clearest jewelry parallel comes from Pinterest’s “Chrome Sweet Chrome” trend, which details things like reflective manicures mixed with polka dots, jelly finishes, hot pink, stripes, and gothic details. In other words, even the shiny stuff isn’t being worn straight anymore. Consumers want the recognizable thing, then they want to mess with it. And that might be the most useful jewelry takeaway.
Pinterest’s data shouldn’t be read as a universal forecast—these are searches and survey responses from Pinterest users—but it can be a very good directional clue about how customers are thinking visually. And right now, they seem to be thinking in moods, finishes, hyper-specific colors, contrasts, and personalized combinations rather than broad trend categories. So instead of merchandising simply sapphire or gold, consider a case inspired by “Arctic Frost,” with diamonds, blue sapphires, opals, and white metals. Build a “Latte Lacquer” edit around brown diamonds, tiger’s-eye, smoky quartz, and warm gold. Create social content pairing this season’s cherry-cola beauty palette with garnet, ruby, and spinel.
The customer may never walk into a jewelry store asking for something to match her mocha balayage. But she already may be looking at the world through that color palette.
Read the full report here.
