- Leverage Unplugged Appeal: Position products and content around “digital detox” activities to meet the 72–273% growth in low-screen, high-engagement searches.
- Embrace Sustainable Aesthetics: Tap into Gen Z’s +488% thrift décor and +370% farmhouse interior surges with UGC styling contests and upcycling partnerships.
- Activate Nature-First Experiences: Capitalize on the 32%–225% rise in nature bathing, book retreats, and aesthetic hiking through branded retreats and immersive influencer content.
- Personalize via the Stars: Drive beauty sales by aligning collections with the +1,454%–2,006% spikes in zodiac-themed makeup searches and integrating AR try-ons by sign.
- Cross-Channel Synergy: Craft campaigns that blend home décor, travel, and beauty narratives—using Pinterest’s insights to segment audiences and measure impact across search and conversion metrics.
Pinterest’s 2025 Midyear Trends Report isn’t just a peek at what’s trending—it’s a real-time, vertically structured map of consumer intention across home, travel, beauty, and self-expression. Unlike other platforms, Pinterest captures users at a critical “pre-decision” moment, when they’re building boards, saving ideas, and actively planning their next purchase, trip, or transformation. This makes trend data not just descriptive but predictive—surfacing themes months before they explode across eCommerce or social platforms. For marketers planning Q3/Q4 launches, the question isn’t whether to react, but how quickly you can align campaigns to these evolving aesthetic and emotional patterns. This article deconstructs Pinterest’s top midyear signals and turns them into channel-ready campaign blueprints across lifestyle categories.
With thrifted décor up 488% and zodiac-inspired makeup soaring, savvy brands can align products to these hyper-niche passions.
Pinterest isn’t just a visual inspiration board; it’s a predictive engine for consumer intent. With over 500 million monthly active users, the platform surfaces real-time signals about what people genuinely want to do, buy, and experience next.
The new 2025 Midyear Trends Report spotlights a clear consumer pivot: a “Digital Detox Winter” where unplugging is the ultimate luxury, and personal expression through environment and aesthetics has never been more pronounced.
For expert marketers, these insights aren’t nice-to-haves; they’re the blueprint for Q3 and Q4 campaigns that resonate deeply and convert reliably.
Home & Décor: The Rise of Thrifted & Farmhouse Aesthetics
Key Data:
- “Thrift décor” searches +488%
- “Farmhouse cottage aesthetic” +911%
What’s Driving It
Gen Z is championing sustainability and individuality. They crave spaces that tell stories, whether it’s a one-of-a-kind thrifted find or that cozy farmhouse brick backsplash. This shift from mass-produced minimalism to character-rich interiors signals a broader emotional need for authenticity in both physical and digital environments.
Marketing Playbook:
- Curate Collaborative Collections: Partner with local thrift stores or upcycling artisans to launch limited-edition décor lines. Highlight these collaborations through behind-the-scenes Pins and shoppable Idea Pins, driving both traffic and in-store footfall.
- UGC Styling Challenges: Encourage your audience to share before-and-after transformation boards using your products, tagged with a campaign hashtag. Re-pin the best looks to showcase real-world application and boost social proof.
While rustic interiors dominate the home feed, Pinterest’s behavioral data shows that Gen Z is just as invested in experiential aesthetics. What they design for their physical spaces, they also seek in their weekend getaways and wellness routines. This signals a deeper consumer shift: people aren’t compartmentalizing their lifestyle choices—they’re curating a unified personal brand that spans home, travel, and even self-care. Smart marketers can mirror this fluidity across content categories and seasonal campaigns.
- AR Visualization Tools: Integrate with Pinterest’s AR Try-On for décor, allowing users to overlay vintage pieces or farmhouse elements into their own rooms. Track engagement rates to inform retargeting.
Travel & Experience: Nature Bathing, Book Retreats & Peak Travel
Key Data:
- “Digital detox vision board” +273%
- “Book club retreat ideas” +265%
- “Aesthetic hiking pictures” +225%
What’s Driving It
Post-pandemic burnout has consumers equating luxury with simplicity: a mountain vista, a well-worn paperback, or the whisper of woodland streams. Pinterest’s surge in these searches underscores an appetite for mindful escapes that marry physical well-being with mental rejuvenation.
Marketing Playbook:
- Themed Retreat Packages: Collaborate with boutique hotels or retreat centers to create “Book & Bush” or “Rustic Reading” getaways. Promote through Idea Pins featuring itinerary breakdowns and user testimonials.
- Influencer-Led Live Streams: Partner with micro-influencers to host live walkthroughs of nature bathing spots or guided book meditations, complete with immersive 360° pins. Include exclusive booking links to capture real-time conversions.
- Content Sequencing: Roll out a Pinterest Story series that transitions from “Why You Need a Digital Detox” to “Top 5 Literary Hideaways” to “Packing Lists for Peak Adventures,” driving engagement through a logical, bite-sized journey.
Beauty & Personal Expression: Astrology-Inspired Make-Up
Key Data:
- “Virgo make-up” +2,006%
- “Cancer make-up” +1,888%
- “Cool tone make-up” +376%
What’s Driving It
Astrology isn’t a niche hobby; it’s a framework for self-expression. By aligning looks with zodiac sign traits, consumers seek beauty routines that feel bespoke and emotionally resonant. Cool-toned palettes further satisfy the desire for mood-reflective, visually striking aesthetics.
Marketing Playbook:
- Zodiac-Themed Drops: Launch limited-edition palettes or tutorials tied to each sign’s “season.” For example, a fiery red kit for Aries season, or soothing blues for Cancer.
- Shoppable Pin Carousels: Create step-by-step makeup guides with swipe-to-shop shoppable product tags. Track click-through rates and optimize based on top-performing sign searches.
- Interactive Quizzes: Embed a “Discover Your Astrological Beauty Profile” quiz in Pinterest boards, driving email capture and personalized product recommendations.
Strategic Implications & Measurement Framework
If the first half of the playbook helps you see what’s trending, the final section tells you how to act. These aren’t soft metrics or abstract moodboards—they’re directly tied to measurable business performance. Pinterest’s ecosystem makes it easy to test, pivot, and iterate creative in real time while tracking both native and off-platform results. Whether you’re a DTC brand, agency, or multi-channel retailer, this framework turns niche behavioral signals into fully-fledged campaign ecosystems. Use it to plan forward—not just react.
- Hyper-Niche Segmentation: Use Pinterest’s audience insights to segment by trend interest (e.g., “nature bathing” vs. “rustic living”). Tailor ad creative and messaging per segment for higher relevance scores.
- Cross-Category Synergy: Bundle home décor products with experience packages or beauty tutorials—think “Rustic Retreat + Cozy Candles” or “Leo Lipstick + Astrology Retreat.” This multi-touch approach amplifies AOV and customer lifetime value.
- Performance Dashboards: Track native Pinterest metrics (saves, close-ups, clicks) alongside downstream KPIs (site visits, bookings, sales). Benchmark against category-specific growth rates from the report to set realistic targets.
- Iterative Creative Testing: Deploy variant pins—different imagery (thrifted vs. modern), copy angles (eco-friendly vs. aesthetic appeal), and CTAs—to refine messaging through A/B tests. Pivot quickly based on performance signals.
Turning Trends into Transactions
The 2025 Midyear Trends Report isn’t merely a snapshot of what’s cool; it’s a call to action. By weaving these hyper-niche passions—thrifted décor, mindful travel, and zodiac-driven beauty—into cohesive, data-backed campaigns, brands can convert Pinterest inspiration into tangible growth.
As digital detox becomes the new luxury and personal expression finds fresh canvases, the marketers who heed these signals will lead the market in engagement, loyalty, and ROI.
