As weddings evolve into multi-day, experience-driven affairs, so too are the beauty rituals surrounding them. The traditional “big day” prep is being replaced by a holistic, months-long journey that prioritizes skin health, personal style, and self-expression — for both brides and grooms. Pinterest’s 2025 wedding trends report, based on billions of global search queries, reveals a dramatic shift in how couples prepare for their weddings, signaling a new era of inclusive, skin-first beauty.
At the heart of this movement is a desire for authenticity. Gone are the days of full-glam bridal transformations; in their place, minimalist, glowy looks now dominate, with searches for “no makeup bridal look” up 72% and “soft glowy makeup” surging over 200%. Brides and grooms alike are now embracing a new aesthetic: one that enhances natural features instead of masking them.
“It’s not just about foundation anymore,” says Imogen Porter, head of beauty at Harrods. “Brides and grooms are investing in skincare, facials, and products that enhance — not cover — their natural beauty. The goal is to look like the best version of yourself.”
Influenced by viral beauty trends like the “clean girl” aesthetic and popularized by celebrities such as Olivia Culpo — who opted for a lash lift instead of mascara on her wedding day — this skin-first approach is transforming the wedding prep process into a long-term ritual. Treatments such as microneedling, non-invasive lasers, and skin boosters are increasingly sought-after by couples preparing months in advance. Skincare brands and clinics are stepping in to offer personalized pre-bridal regimens featuring clinically active ingredients and tools like LED devices and peels.
“Brides and grooms are investing in treatments that prioritize radiance, not reconstruction,” says dermatologist Dr. Sonia Badreshia-Bansal.
Bridal Beauty: A Journey, Not Just a Moment
Beyond skincare, the full spectrum of beauty — from nails to hair — is experiencing a reinvention. Manicures have become a form of personal expression. Pinterest reports booming interest in “lace wedding nails” (+129%) and “red bridal nails” (+131%), reflecting a desire for detailed, meaningful designs. According to celebrity manicurist Julia Diogo, brides are booking manicures for every milestone — from engagement shoots to bridal showers.
“It’s about a tiny detail with big meaning,” says Diogo. “Brides want neutral bases with a touch of personal flair — chrome, rhinestones, initials.”
Hair trends are blooming, literally. Searches for “boho wedding hair flowers” are up 324%, as floral-infused hairstyles inspired by fantasy aesthetics like sea witchery and castlecore become the go-to look. Brands have a unique opportunity to meet this demand with limited-edition collections, co-branded floral kits, and biodegradable accessories that speak to sustainability-minded couples.
The Groom Gets Ready
Perhaps the most groundbreaking shift in 2025 is the transformation of groom prep. Once limited to a haircut and aftershave, men are now engaging deeply in beauty routines, including makeup. Pinterest reports a 42% rise in searches for male wedding makeup, and influencer-driven content has helped normalize male grooming. Brands like War Paint for Men, Fenty Beauty, and Chanel are expanding product lines and marketing to accommodate this new demand.
“Male grooming is no longer a fringe conversation,” says Pinterest UK’s Naureen Mohammed. “It’s a central part of the modern wedding.”
Harrods, for example, has seen a spike in male bookings at its grooming and wellness clinics, while influencer figures like Bretman Rock and Troye Sivan are reshaping how men approach their wedding day image.
From Tradition to Transformation
While minimalist beauty is trending, bold, culturally rooted looks remain vital. In many South Asian and African cultures, statement makeup is both symbolic and celebratory — a tradition passed through generations. Brands that understand this duality are expanding shade ranges, hiring diverse talent, and crafting messaging that honors both minimalism and maximalism.
Ultimately, the 2025 wedding beauty boom is as much about identity as it is about aesthetics. As Gen Z enters marriage, they’re bringing their values — wellness, individuality, inclusivity — into the beauty space. For brands, the opportunity lies not just in selling products, but in supporting the deeply personal journeys of brides and grooms every step of the way.
