Forget the next viral colour. Pinterest’s latest trends suggests consumers are more invested in making what they eat, own and do, feel a little more like their own.
A handbag has become a fandom shrine. Fridges are getting makeovers. Ceilings are being treated as the “fifth wall”. Open-fire cooking is an experience rather than a way to prepare dinner and travel is seeing a shift away from standard sightseeing.
Then there are the more unexpected trends like egg cleansing, workouts that promote lymphatic drainage, ceremonial water and “fanicures”.
Taken individually, these trends seem niche. Together, they point to two broader consumer shifts: personalisation and self-expression, as well as making everyday experiences more intentional.
The first, Pinterest believes is playing out across fashion, home and beauty.
Pinterest’s “Bloom Service” trend reflects an appetite for clothing that feels handmade, slightly sentimental and unique with searches for raised embroidery flowers.
The menswear fashion trends point to a move away from the oversized silhouettes that have dominated in recent years. Searches for clean goth are up as well as all-black menswear and fitted slim silhouettes.
“Ita bags” take the same idea into fandom, with people loading handbags with plushies, pins and tags as a way to signal what they are into. Pinterest believes the trend reflects a broader push towards products becoming a canvas for personality rather than simply serving a practical purpose.
In the home, that instinct has shown up on fridge and the “fifth wall” (ceiling). Pinterest described the latter as part of a broader move towards customising surfaces that were previously treated as functional and sterile, while fridge wraps and stickers turn an appliance into part of the room’s design.
Beauty is getting the same treatment. “Dopamine lashes” brings brighter, playful colour into makeup, while “fanicures” combines the nail art, that Pinterest is synonymous with, with fandom and music culture.
The second theme is less about how things look and more about how they feel.
Wellness is increasingly being framed through rituals, with egg cleansing, lymphatic drainage promoting workouts and “ceremonial water” all appearing in the trend mix. Pinterest described the broader behaviour as people being drawn to habits that feel “grounding, intentional, and purposeful”.
“Geothermal circuit” takes that thinking into the travel and wellness realm, with searches for Budapest thermal baths up. The trend also highlighted the rise of at-home saunas and cold plunges, bringing the experience into everyday life rather than reserving it only for travel.
“Novice tourism” takes the same approach to travel, with travellers moving away from conventional sightseeing and beach relaxing, to experiences where they participate, learn and engage more deeply with local cultures with searches for camel trek adventures up.
Food has also become more experiential. “Asado mode” is centred on Argentinian-style, open-fire cooking, but the appeal is as much about gathering around the fire with friends and family with searches for fire pit tables up.
The trends weave between fashion, beauty, home, travel, wellness and food, but the underlying behaviour is consistent. Pinterest believes consumers are looking for ways to add personality, individuality, ritual and experience to things that might have become too functional or familiar.
That is where the data becomes more useful for brands than simply identifying the next aesthetic.
“Our pinners are planners. They are planning their holiday moments, their recipes, their tablescapes, months before the actual date,” said Pinterest ANZ head of content partnerships Jace Molan.
For brands, that creates a different content-planning dynamic to the more immediate cycles of social media.
Pinterest also made a case for search and save behaviour as a useful source of early signals. Its annual Pinterest Predicts report uses the previous year’s search data to forecast trends for the year ahead, with the platform claiming an 88 per cent accuracy rate.
That same thinking was then fed into the Pinterest Trends tool. The tool allows users to examine search behaviour by trend, audience, demographic and season. Rather than treating trends as a retrospective snapshot, the platform has positioned the tool as a way users and brands alike can identify movement before it becomes mainstream.
The distinction is particularly clear in its “growing trends” data, which was designed to surface subjects gaining momentum rather than simply showing the most popular searches. Pinterest’s recommendation to content teams was straightforward: use the data to identify what is beginning to move and build relevant content around it.
Layered on top of that self-serve data is the Pinterest Nowcast, a monthly editorial report of roughly 25 trends. Unlike the raw trends tool, the Nowcast adds editorial interpretation around where a trend came from and why Pinterest believes it is gaining momentum.
The combination gives Pinterest two different roles in the planning process: a data source for teams willing to interrogate the platform themselves, and an editorial filter for those looking for a more digestible view of what is emerging and why.
That makes the platform’s trend data potentially more useful as a planning signal than as a source of content inspiration alone.
Pinterest has effectively asked marketers and brands alike, to treat its search and save data less like a trend report to browse occasionally and more like an ongoing planning signal.
And if the latest trends are any indication, consumer interests are becoming less about following a single aesthetic and more about how people personalise, experience and incorporate ideas into their everyday lives.
