As the modern wedding has exploded into a multi-day event, a shift is underway for beauty and grooming trends. Brides and grooms alike are rethinking what it means to get ready for the big day, trading traditional methods for an individualised, more intentional approach. Brands are adjusting their strategies accordingly.
Pinterest’s 2025 wedding trends report — backed by billions of global wedding-related searches — points to a notable pivot towards skin-first, wellness-centric beauty routines, with no-makeup looks becoming a serious search contender for brides-to-be. For the first time in the company’s data history, men are doubling down on their wedding day appearances beyond just a haircut and fragrance, shining a light on the budding grooming opportunity. Pinterest also reported that grooms-to-be are searching for makeup inspiration as part of their looks for the big day. Elsewhere, more effort is being put into manicures, equally as important as the dress and hair looks, while escapism and fantasy are emerging as key trends.
But bridal beauty starts well before the wedding day, as today’s customers approach prep more holistically than ever. “It’s not just about finding the right foundation,” says Harrods head of beauty Imogen Porter. “Brides and grooms are booking facials, updating their skincare routines, discovering fragrances and even tweaking their makeup kits so they can recreate their everyday look on the day, makeup or no makeup. They want to feel like the best version of themselves — naturally enhanced, not masked.” Take Olivia Culpo’s 2024 wedding look: the former Miss Universe skipped mascara in favour of a lash lift, sharing with Vogue that her goal was to feel effortlessly elevated and entirely herself.
Pinterest’s data reinforces this shift, as couples lean into minimalist palettes, gender-inclusive grooming and long-lead prep that kicks off months before the wedding. From skin boosters to detailed manicures, wedding beauty has become a journey to the altar, not just a moment. Brands that engage early, inclusively and meaningfully are poised to win.
The 2025 wedding season presents multiple growth opportunities for brands, from the long lead-up for bridal and grooming prep (amplified by creators documenting every stage on Instagram and TikTok) to expanding product lines and messaging for all genders and skin tones. With Gen Z approaching this phase of life, the timing is ripe for a refreshed beauty narrative.
A lighter-touch look
As brides (and increasingly, grooms) reimagine their beauty routines, one of the most defining shifts of the 2025 wedding season is the rise of the ‘light to no-touch’ aesthetic — a look that’s less about a bare face and more about strategic, skin-first enhancement. On Pinterest, searches for “no makeup bridal look” have surged 72 per cent, alongside spikes in “soft glowy makeup” (+201 per cent), “natural glowy makeup” (+154 per cent), “bronzy glowy makeup” (+152 per cent) and “dewy makeup look” (+92 per cent).
But contrary to the term, the no-makeup makeup look doesn’t mean skipping beauty altogether. Instead, it’s about cultivating radiance and refinement through subtlety. Makeup is simply becoming more intentional: sheer, luminous formulas, skin tints over foundation, cream blush over contour, and a soft, balmy lip, says Porter. The aim is to look glowing and cared for. “Minimalist, understated beauty is trending this year,” says Naureen Mohammed, director of consumer packaged goods at Pinterest UK. “Brides are inspired to embrace a more natural approach that feels true to themselves, rather than a version of beauty shaped by heavy-handed perfection.”
Sophie Crowther, global talent partnerships director at influencer market agency Billion Dollar Boy, agrees: “This isn’t about abandoning beauty rituals; it’s about refining them. Skin-first aesthetics are resonating more than ever on social media, and when they’re championed by aspirational brands like Saie, Merit, Glossier, Rhode and Rare Beauty, they carry real cultural weight.” At Harrods, Porter notes a distinct consumer shift. “Primers, skin-perfecting bases, setting sprays and hybrid skincare-makeup products are flying off shelves. Brides still want longevity and polish — they’re just rejecting the heavy, matte finish. Dewy skin has become the new luxury.”
Dr Sonia Badreshia-Bansal, board-certified dermatologist and RealSelf expert, says this opens up opportunities for both skincare brands and aesthetic treatments to step in early with targeted treatments and skin-prep routines. “Brides and grooms-to-be are investing early in treatments that prioritise natural radiance like microneedling, non-invasive lasers, baby Botox and hyaluronic acid skin boosters, laser resurfacing, facials and peels to enhance glow without altering facial features,” she explains. “There’s a huge opportunity for brands to meet this demand by offering personalised skincare programmes that extend six to 12 months before the wedding. Skincare with clinically backed actives like niacinamide, peptides and even LED devices is trending as part of this pre-bridal ritual.”
Dr Yannis Alexandrides, co-founder of skincare brand 111Skin and founder of 111 Harley St aesthetic clinic, agrees. “We have many brides opting for treatments — for example, Profhilo, polynucleotides and exosomes — that focus on creating a healthy, glowing complexion to go makeup free. These regenerative treatments often eliminate the need for concealer,” he says.
For beauty brands, the opportunity is clear: build product lines and messaging that can fluidly support both ends of the spectrum. Whether a bride is planning a boho-style escape to the countryside, or a lavish multi-day wedding celebration in Lagos or Mumbai, the desire is the same: to look and feel like the best version of oneself. The job of modern beauty brands is to make that feel possible.
This movement is, in part, an evolution of the clean girl aesthetic and broader wellness-centric beauty ideals. But this trend doesn’t resonate across all cultural contexts. In many African and South Asian weddings, for example, bold, ultra-glam makeup remains an integral part of the tradition. Statement eyes, sculpted features and richly pigmented colour are not only celebratory, but symbolic and part of a beauty language passed down through generations. This growing duality in bridal beauty presents a valuable challenge for brands to balance and embrace minimalism while elevating and honouring maximalism in all its cultural richness. This means expanded shade ranges, inclusive campaign casting and the flexibility to offer artistry and bold expression where it’s wanted.
Here comes the groom
Once relegated to a haircut and fragrance, groom prep is getting its moment. Across platforms, interest in male grooming on the big day — especially in makeup — is rising fast, up 42 per cent year-on-year on the platform. Pinterest has seen a growing number of men searching for wedding makeup inspiration, and according to Billion Dollar Boy, social media posts across Instagram and TikTok mentioning “groom makeup” rose 31 per cent in 2025 compared with the year prior.
“For beauty brands, this presents an opportunity to reshape campaigns, broaden their audiences and celebrate wedding looks for everyone,” says Mohammed. Crowther isn’t surprised. “As a society, we’re increasingly embracing more gender-fluid beauty norms, which is empowering men to further explore skincare and beauty products,” she says.
The prevalence of social media, especially among socially native consumers like Gen Z, has raised expectations for grooms in photography and videography at weddings. Creators are also helping reshape the narrative. Alex Costa, Bretman Rock, Jordan Stolch and Sergio Ines are just a few creators that have helped normalise male grooming in a way that feels elevated and not performative, explains Crowther.
Meanwhile, brands such as War Paint for Men, Tom Ford Beauty, Dolce Gabbana Beauty, Chanel Beauty and Fenty Beauty are meeting the growing makeup demand for male makeup products either through influencer partnerships such as Troye Sivan for Rabanne Beauty, or in Fenty Beauty and Dolce Gabbana Beauty’s case, embracing more gender-inclusive marketing to ensure products appeal to a wider audience. For example, at Harrods, the growing demand from grooms is translating into bookings at the in-store Adam Grooming Atelier and Wellness Clinic, where grooms-to-be are investing in facials, hair treatments and skincare well in advance of the wedding.
Now, grooms are willing to confidently invest in their big-day looks, presenting an opportunity for brands to curate male-centric grooming experiences that recognise the groom as an equal partner in the wedding narrative.
Non-traditional nails
Nails have evolved into a key storytelling element of the 2025 wedding aesthetic. Far from flashy acrylics or glittery overlays, this year’s bridal manicure is minimalist with meaning. Top searches include “lace wedding nails”, up 129 per cent and “red bridal nails wedding”, rising 131 per cent, whereas “golden wedding nails” are up 70 per cent and “bridal nail art” is surging 50 per cent. Mohammed notes: “In 2025, wedding trends are all about the details, and nails are no exception. We’ve seen a rise in searches for bridal nail art that complements even non-traditional wedding aesthetics, featuring tonal dusky colours, floral motifs and lace designs inspired by veils.
This shift isn’t just visual, it’s emotional. As manicurist Julia Diogo (@PaintedByJools on Instagram) explains, “Brides want to be a little playful or creative with their nails this season, even exploring creative expressions using nail art. Think sheer pinky or creamy neutral bases with a little touch of something — chrome, rhinestones or even miniature hearts or initials.” But, Diogo warns that minimal doesn’t mean forgettable. Rather, the current bridal manicure embraces intentional flourishes that have personality.
What’s more, this trend isn’t confined to just the wedding day. “I have brides booked in for hen manicures, engagement shoots, bridal showers, you name it. It’s become a whole journey,” Diogo says. This extended approach opens a commercial window for brands to market nailcare kits, long-wear polish systems and salon partnerships that cater to multiple wedding milestones now more so than ever, as brides in particular are willing to pay a premium for their nail look.
Hair with flair
Boho-inspired hairstyles adorned with flowers are blooming this season, and it’s not just an aesthetic choice, but as personal symbols of mood, nature and escapism.
According to Pinterest, interest is in full bloom: searches for “boho wedding hair flowers” (+324 per cent), “bride hairstyles with flowers” (+149 per cent) and “flower bun hairstyle wedding bride” (+95 per cent) are each climbing. This marks a distinct shift from early 2024’s preference for minimalist bridal looks — consisting of cropped cuts, natural curls and effortlessly messy buns.
Mohammed ties this evolution to escapist aesthetics like sea witchery and castlecore, which continue to shape modern wedding styling. “As seasonal blooms reach their peak, now is the ideal time for beauty, hair and accessory brands to embrace the moment,” he notes, “whether through tutorials, florist collaborations or limited-edition bridal collections.”
The floral hair trend is at once nostalgic and refreshingly new. These natural elements soften a look without veering into theatrics, offering brides a more grounded, sensory-rich aesthetic. It’s also fertile ground for innovation. Beauty brands can move beyond the traditional flower clip or crown, developing botanical-scented hair mists, finishing sprays infused with floral extracts, or biodegradable accessories that align with Gen Z and millennial sustainability values. Even more compelling? Designing rituals like co-branded floral styling kits or salon pop-ups that fuse beauty with a meaningful experience.
The modern wedding is deeply personal, product-rich and evolving, and brands have a front-row seat. Whether it’s pre-wedding skin regimens, inclusive grooming for grooms, non-traditional nails, or floral hair storytelling, the opportunity stretches far beyond the day itself. Brands that succeed in the wedding economy of 2025 will be those that lead with flexibility and cultural fluency.
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