Farm to Face, Skinvested, Eau So Cozy: APAC beauty trends

A consumer looking for healthier hair may now begin with rosemary water rather than shampoo. Searches on Pinterest for “rosemary water for hair” rose 313% across Asia-Pacific, while “skin foods” climbed 232%, compared with 35% globally, and “olive oil for skin” increased 86% (July 2025 - July 2026). Globally, searches for “bone broth benefits for women” jumped 782%. The categories span food, wellness and personal care, reflecting how beauty-related research is moving beyond conventional product terminology and into ingredients, routines and desired outcomes. “Beauty routines are becoming much broader. People are no longer thinking about what they put on their skin or hair, but also about the habits, ingredients, and rituals behind them,” Ayumi Nakajima, senior director, content partnerships, Asia-Pacific at Pinterest, told Jing Daily. “Someone may begin looking for healthier hair, then explore rosemary water, scalp care or nutrition as interconnected parts of the same journey.” Pinterest calls this movement “Farm to Face,” but the more important shift for beauty companies is how consumers are entering the category. More than half of Pinterest users globally come to the platform to shop, according to the company, while 96% of searches are unbranded. Consumers searching for brighter skin, healthier-looking hair or scalp care may therefore encounter several categories and solutions before deciding what, or whether, to buy. “We’re seeing people become much more specific about what they want from beauty,” Nakajima said. “Rather than starting with a brand or even a broad category, they are starting with a specific idea (an ingredient, in the case of beauty) with their concerns and their desired outcome in mind.” That search behavior places more emphasis on the discovery stage before the consumer has decided what to buy. A haircare brand may be competing for attention not only with other shampoos and serums, but with scalp treatments, home remedies, supplements and wellness content addressing the same concern. Search interest does not necessarily translate into product demand, but it can reveal how consumers are framing a need before they reach a retailer or brand website. That framing is also appearing in body and scalp care. From July 2025 to July 2026, Pinterest recorded a 206% increase in searches for “body wash for glowing skin,” a 147% rise for “dry brushing routine” and 38% growth for “scalp treatment aesthetic,” which it groups under a trend called “Skinvested.” Terms associated with facial skincare — glow, treatment, routines and targeted concerns — are increasingly appearing around categories traditionally marketed through cleansing, fragrance or basic maintenance. Nakajima said that functional searches of this kind may sit closer to purchase because users have already articulated a concern. “With trends like Skinvested, the intent is quite practical. People are bringing the same level of care they already give their face to their body and scalp, whether that is looking for a body wash that supports glowing skin or a treatment specifically for their scalp,” she added. Pinterest does not provide sales data for these trends, however, making search behavior a measure of interest and intent rather than evidence that a category will convert at the same rate. APAC searches get more specific Several of the largest increases in Pinterest’s Beauty Trend report come from APAC, although the pattern varies considerably by trend. Searches for “earthy nail inspo” rose 874% YoY in the region, against 578% globally, while “textured French bob” increased 583% and “French bob hairstyles” 480%. Searches for “teal and pink hair” climbed 227% in APAC. Rather than coalescing around one regional beauty look, much of the growth is occurring around highly specific descriptions of colour, texture, ingredients and styling. “What is especially striking in APAC right now is the speed and specificity of beauty discovery,” Nakajima said. “Consumers are not simply following global trends — they are increasingly shaping where beauty is going next. They are refining them, reinterpreting them and, in many cases, accelerating them through more personal, intentional forms of discovery.” Pinterest links some of the region’s interest in ingredient-led beauty to longstanding traditions across parts of Asia connecting natural ingredients, balance and whole-body wellbeing. That explanation is harder to apply uniformly across a region as culturally and economically diverse as APAC, but the platform’s data does show particularly strong growth around some ingredient and wellness searches: “skin foods” increased 232% in APAC against 35% globally, while “olive oil for skin” rose 86% versus 59% globally. Fragrance searches reveal a different motivation. “Skin scent” increased 287% globally, “solid perfume aesthetic” 333% and “marshmallow perfume” 248%, while the latter rose 125% in APAC. Pinterest groups the searches under “Eau So Cozy,” encompassing scents associated with comfort, nostalgia and intimacy. Nakajima described the motivation as “more emotive, intimate and identity-driven,” with fragrance becoming a way for consumers to choose how they want to feel. Nakajima sees a different commercial trajectory here from the more problem-led Skinvested searches. “Functional beauty trends like Skinvested tend to convert faster because they solve for an identified need, while trends like Eau So Cozy can create powerful brand affinity and premium potential over time,” she said. Search behavior can reveal not just which ideas are attracting attention, but whether consumers are looking for an immediate solution or exploring a mood, identity or aspiration. When a search becomes more than a trend Determining whether rapid search growth represents a lasting opportunity remains challenging, particularly in beauty, where microtrends can rise and disappear faster than product development cycles. Pinterest’s trend analysis therefore considers searches alongside saves, Boards, Collages and clicks, as well as whether related ideas begin appearing across multiple terms and formats. Its “Latte Lacquer” trend shows how that works. Searches for “caramel nude nails” surged 943% globally, “raspberry jelly nails” 828% and “chocolate-covered strawberry nails” 123%, while “earthy nail inspo” grew 874% in APAC. Individually, each could prove fleeting. Viewed as a cluster, however, they show consumers repeatedly reaching for food references, warm colors and increasingly descriptive ways of defining familiar nail shades. “A fast-rising search can be an early signal, but we also look at whether the same idea is starting to show up in different ways,” said Nakajima. For brands, the opportunity lies in identifying the consumer behavior behind multiple related searches rather than reacting to every individual aesthetic. Pinterest’s report cannot determine which of these trends will become meaningful beauty categories, nor does search growth on one platform offer a complete picture of demand across APAC. What it does capture is how beauty consumers are describing what they want at an unusually granular level. Ingredient names sit alongside desired outcomes, skincare terminology is moving into scalp and body care, and broad aesthetics are splintering into increasingly precise shades, textures and references. For companies deciding what deserves further investigation, those patterns may prove more useful than betting on whichever search term happens to be growing fastest.

Farm to Face, Skinvested, Eau So Cozy: APAC beauty trends

How 2026 welcomed ‘Too Cool’ back

Upgrade to Pro

Sectors

Insights

Company

Farm to Face, Skinvested, Eau So Cozy: APAC beauty trends

How 2026 welcomed ‘Too Cool’ back