Skinimalism​: Threat or Opportunity for the Makeup Industry?

skinimalism search trends

Skincare experts have described skinimalism as a new trend for years. 

We have now evidence of its emergence from Google Search, pushed by a big rise of searches about face yoga.

The holiday season is usually a significant time for market analysts – trying to predict what the future is going to look like for an industry or a category.

No wonder everyone is trying to detect what’s going to become tremendous with little facts & data.

But sometimes, we feel like it’s hard to understand what’s trending among consumers – compared to what’s just about personal conviction or interpretation.

What is skinimalism?

It’s been a while since we all learned how to live during a complete lockdown. Remember when it all started in March 2020!

End of 2020, Pinterest reported a surge of posts & online searches about skinimalism – when consumers “embrace slow beauty and let their natural skin texture shine through”.

According to Pinterest data, lockdowns have engaged consumers to follow a new skincare routine, from an overload of makeup to a limited selection of natural products & actions. With the mindset of letting their skin glow as it should naturally, instead of applying too many toxins to it.

Pinterest provided 5 interesting data facts to support that trend:

  • +500% of searches about ‘naturally glowing skin’
  • +500% of searches about ‘face yoga exercises’
  • +110% of ‘homemade skin care’
  • +115% of ‘aloe vera face mask’
  • +180% of ‘natural everyday makeup’

While these figures denoted a shift in activity within the Pinterest community, they did not prove anything about its true business potential – especially after the end of the Covid-19 lockdowns.

Was skinminimalism a real trend in 2021 that lasted beyond the Covid-19 crises? Is skinminimalism still a trend that is expected to gain momentum in 2022? Or is it already dead?

Let’s deep dive into what people searched online over 2021 to get a bigger picture about the reality of consumption.

Listening to online searches about skinimalism

Everyone can pretend it can predict the future. But only a few will do basing their opinion on converging data facts. Of course, we’d love to get access to sales data from every beauty company in the world to see what’s trending or not. But no one can easily access these data.

So a good starting point is to take a look at what consumers are searching for. Especially on high-traffic search bars like Google or Amazon.

Translating concepts such as skinminimalism into a wide range of online consumer searches is critical. Then analyse what segments of searches are emerging, rising, or decreasing – compared to the others.

Let’s focus on what consumers search about how to make their makeup routine more natural, using fewer products.

How to map search queries related to skinimalism?

It may sound logical to start by looking at the expression itself: skinimalism. But definitely, it is not. 

No consumer will look for a phrase created by an agency for a social network. 

For the simple reason that a term like skinimalism is supposed to refer to multiple things, consumers are looking for online. Consumers search instead for products, services, or even tutorials – just like they do in shops.

That’s why Pinterest was telling us in late 2020 about ‘homemade skincare’, ‘face yoga’, or ‘aloe vera face mask’, i.e. presenting a few search queries that were embodying the trend they were defining.

Just like Pinterest did with its community, we tried to do the same by mapping a lot of search queries revealing what people searched online about skinimalism over 2021.

We are not saying we do not believe in trends pushed by Pinterest, we just want to confirm their true potential by looking at Google & Amazon search volumes.

This with a single goal: to identify products, services, or habits that are gaining popularity among consumers.

So we started to look at a few topics we wanted to explore:

  • Face care routine: is there a real interest in getting generic advice?
  • Natural products for face care: is there a growing interest in products with natural ingredients for face care?
  • DIY skin care: are consumers willing to build their products?

Analyzing search trends about skinimalism in America 🇺🇸

Let’s have a look on what’s happening in the USA. 

After a decrease in interest following the end of the second Covid-19 outbreak, interest for skinimalism rose again in Winter 21-22.

Some topics are particularly getting more & more attraction from American consumers – especially facial yoga.

Search listening can detect variations in demand across different geolocations, such as countries, regions, or cities. 

We compared the number of online searches for ‘face yoga’ to reveal where there is the most interest, but also where is the highest affinity (total search volume for 100k population).

While the highest search volume is naturally in California (given its population), the highest affinity is in Massachusetts, Vermont & Maine.


You can also rely on search listening technology to detect relevant differences in the demand structure across areas. Interesting to notice that consumer expectations for face care are quite different in dry & sunny US states – with a strong interest for aloe vera for the face.

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