Pinterest today published its first Beauty Trend Report, a page of 11 themes and 120 search queries that each carry a percentage growth figure, topped by "polka dot cat eye nails" at +1,585%. The page gives no search volumes, no time window and no market.

In Short

Pinterest looked at what people type into its search box and listed beauty searches that are growing fast, from copper hair to cat-eye nails. That matters to anyone who sells or markets beauty products, because the list shows which looks people are hunting for ideas about, though the report never says how many people are searching. What changes in practice is a new "Get the Guide" button on hair and nail Pins, which for now only works for iOS users in the U.S.

What Pinterest published

According to Pinterest, the report is its "first-ever Beauty Trend Report", released on 6 October 2026 on its newsroom under the Trends tag. The opening argument is blunt: "The new beauty flex is specificity." Pinterest says the shift shows up in what people type, giving the examples "not just a bob, but a textured French bob; not just a red manicure, but a dark-red cat-eye manicure". Beauty, it adds, "is getting more referential, and more personal because of it."

Two survey figures frame the report. Among weekly Pinterest users, 85% say they discovered new beauty trends or ideas on Pinterest before seeing them elsewhere, according to Pinterest, while 64% say the platform is better for discovering beauty trends that feel up to date. Both figures carry footnote markers on the page.

The 11 themes span hair, makeup, nails, skincare and fragrance. They are Pink-a-Boo, Arctic Frost, Cheeky Flush, Skinvested, Eau So Cosy, Bob Behavior, Romantic Reverie, Latte Lacquer, Copper Waves, Farm to Face and Chrome Sweet Chrome. Each gets a short paragraph of copy and a block of search queries with growth percentages. Pinterest frames the whole as "this season's beauty ideas", running "from frosted metallics to nostalgic scents".

What the numbers show

Pinterest does not summarize its 120 queries. PPC Land tallied them from the page, and the picture is lopsided.

The median growth figure across all 120 queries is 145.5%, while the mean, pulled up by a handful of outliers, is 277.3%. Seventy queries are at 100% or more. Twenty-three are at 500% or more, and three exceed 1,000%. At the other end, 25 sit below 50%, and the lowest figure on the page is 21%, for "scalp detox".

Nails dominate the top of the range. The 22 nail queries, split between Latte Lacquer and Chrome Sweet Chrome, have a median of 713%, and 14 of them are at 500% or more. Within the chrome theme, 10 of 11 queries clear that bar. All three queries above 1,000% belong to it: "polka dot cat eye nails" (+1,585%), "jelly pink chrome nails" (+1,469%) and "milky white chrome nails almond" (+1,402%). Pinterest's own reading is that "the more unexpected the finish, the better."

ThemeQueriesMedian growthHighest query on the page
Chrome Sweet Chrome11884%polka dot cat eye nails, +1,585%
Copper Waves13403%mocha balayage hair, +949%
Bob Behavior9310%long layered bob haircuts, +622%
Latte Lacquer11295%caramel nude nails, +943%
Pink-a-Boo10194%bedazzled claw clip, +749%
Eau So Cosy11134%solid perfume aesthetic, +333%
Cheeky Flush10118%soft wispy lashes, +199%
Romantic Reverie1170%curly butterfly cut, +464%
Farm to Face1258.5%bone broth benefits for women, +782%
Arctic Frost1145%frosted makeup, +286%
Skinvested1139%body wash for glowing skin, +206%

Medians and counts are PPC Land calculations from the queries listed in the report.

The groupings are looser than the theme names suggest. The highest figure under Pink-a-Boo is a bedazzled claw clip, not a hair colour. Copper Waves includes "curly wolf cut man" at +514%, a cut rather than a shade. Farm to Face is led by a query about bone broth benefits for women. At the bottom of the table sit Arctic Frost, a makeup theme, and Skinvested, a skin and scalp care theme, both with medians below 50%.

Percentages without a baseline

Growth percentages describe change, not size. A query that rises from 200 to 3,370 searches and one that rises from 200,000 to 3,370,000 would both be reported as +1,585%. The report supplies no absolute volumes for any of its 120 queries, so the page does not allow a reader to tell a niche rise from a mass-market one. The report's own emphasis on specificity means many entries are long, narrow phrases such as "milky white chrome nails almond", for which a small starting base is plausible but unconfirmed.

Nor does the page state the period being compared. Pinterest's December 2025 Predicts report measured percentage increases in normalized English-language search queries, drawing on data from September 2023 through August 2025, with some queries growing more than 200% year over year. The Beauty report does not say whether it uses the same method, window or language scope. The page is served in English (UK), judging by its language selector, and uses British spellings such as "colour" and "cosy", but no market is named for the search data.

The footnote markers attached to the two survey figures and to every theme heading point to a collapsed "Footnotes" section. In the copy of the page reviewed for this article the footnote text is not visible, so the survey sample size, fieldwork dates and the definition of "weekly Pinterest users" could not be checked. All figures in the report are Pinterest's own, and none has been independently verified.

Beauty Guides

The report's one product element is a feature called Beauty Guides. According to Pinterest, a user opens a hair or nail Pin in Closeup and taps "Get the Guide" to receive a breakdown of the look, "including what to ask for at the salon, similar inspiration and shoppable products". The look can be saved for a salon appointment or used to try it at home.

Availability is narrow. Per the page, "Beauty Guides are currently available to iOS users in the U.S., with broader availability rolling out over the coming weeks." The page does not name other platforms, countries or dates, and it does not say whether the shoppable products in a Guide are paid placements, merchant-feed listings or organic links. It also makes no reference to advertising products at all.

Context: Pinterest's trend reporting and ad business

The report is not Pinterest's first trend publication this year, and the publishing rhythm is regular. The newsroom's own Recent list, shown at the foot of the page, includes a men's report dated 9 September 2026 and a Visual Search Ads item dated 17 September 2026, headlined "Pinterest unveils Visual Search Ads, bringing new performance advertising to visual discovery". The beauty report follows the first of those by 27 days and the second by 19.

PPC Land covered the men's report on 10 September 2026, when Pinterest said Gen Z men account for 62% of male monthly searches globally, with offline retreats and hobbies up 551%. A year earlier, in July 2025, the company had released its first men's trend report, analyzing behavior from February 2024 to February 2025 and describing men as more than one-third of a 570 million-strong user base. Those earlier reports stated their analysis windows. The beauty page does not.

The reports sit alongside a growing set of advertiser products. Pinterest added Top of Search ads in beta on 25 September 2025 and reported a 29% higher click-through rate in testing. In May 2026, Pinterest reported first-quarter revenue of $1.008 billion, up 18%, with 631 million monthly active users and Performance+ campaigns making up 30% of lower-funnel revenue. In June 2026 came the Business Assistant, an MCP server and the Ask Pinterest app, with an updated Performance+ creative model that Pinterest said lifted click volume by 7.5%.

Against that background, a consumer-facing trend list with percentage figures serves two audiences at once. For the public it is inspiration. For beauty brands, retailers and agencies, it is a dated, named set of search phrases from a platform that sells advertising against those same searches. The percentages come from the seller of the inventory, and the page offers none of the denominators that would allow them to be sized against other data sources.

Whether the Beauty Guides feature becomes a surface for paid or shoppable placements is not addressed. Pinterest has said only that wider availability will roll out "over the coming weeks".

Timeline

Summary

  • Who: Pinterest, the image-based discovery and shopping platform, with its weekly users and the beauty brands, retailers and agencies that advertise against beauty searches.
  • What: The company's first Beauty Trend Report, with 11 themes and 120 search queries carrying growth percentages from +21% to +1,585%, two user-survey figures (85% and 64%), and a Beauty Guides feature for hair and nail Pins.
  • When: Published 6 October 2026. Beauty Guides are available now, with wider availability due "over the coming weeks".
  • Where: On Pinterest's newsroom, in an English (UK) version. Beauty Guides are limited to iOS users in the U.S.; the market behind the search data is not stated.
  • Why: Pinterest frames beauty as moving toward specificity and personal edits. The report also gives the company a consumer-facing trend list to sit alongside its advertising products, though it omits the search volumes, time window and footnote text needed to size the percentages.