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The BEAUTY PIE 2023 Trends Report

The BEAUTY PIE 2023 Trends Report

Written by Nicola Moulton

23 Nov 2022

Beauty Trends 2023 Report

From the ultra-glam red lipstick of Marylin Monroe's era and the bold brows and heavy contouring of the 2010s to some of 2022’s biggest trends like graphic eyeliner and mewing, skincare and makeup trends are constantly evolving.

While many looks stand the test of time, TikTok and Instagram means that there are now new trends that take the world by storm almost every week. So, to discover the skincare, makeup, body care and haircare trends that we were hooked on in 2022, and the trends that are set to dominate in 2023, we analysed millions of data points for hundreds of trends on TikTok, Instagram, Pinterest and Google to create the official BEAUTY PIE 2023 Trends Report.

BEAUTY PIE 2023 Beauty Trends

1. Wolf Cut - 1,901,338,504 engagements

With over 1.9 billion TikTok views, 95,503 Instagram posts, over 1.2 million global Google searches in the last year, and over 1,000 Pinterest boards - the ‘wolf cut’ has been the biggest beauty trend of 2022. 

But what is a wolf cut? It’s basically the younger and less rebellious sister of the mullet - offering trendsetters an edgy, shaggy hairdo without feeling quite as extreme. The wolf cut has been seen on A-listers like Miley Cyrus, Billie Eilish, Keke Palmer and many more, as well as featuring in the likes of Stranger Things - famous for revisiting the 80s and 90s aesthetic. 

2. Graphic Eyeliner - 1,600,300,338 engagements

Although eyeliner will never go out of fashion, this year we’ve come a long way from the chic feline flick - and the world has instead been obsessing over graphic eyeliner. This trend is all about using liquid or kohl liner to create shapes and designs that emphasise your eyes by making a statement rather than traditionally elongating their shape. 

This bold makeup trend has been viewed 1.6 billion times on TikTok and posted on Instagram nearly 275,000 times. 

3. Mewing - 1,500,265,231 engagements

If you want to change the shape of your face and jawline without cosmetic surgery, then mewing is for you. This trend involves placing your tongue in the roof of your mouth to create a more defined bone structure. 

With over 1.52 billion TikTok views, the trend took off when Bella Hadid said that she practises it when posing for the paparazzi to ensure she looks photogenic, and there have been 252,300 Google searches around the world this year and over 12,000 Instagram posts about the trend.

4. Skin Barrier - 1,500,225,656 engagements

2022 has been the year everyone has become more concerned about the health of their skin barrier. Many 'skinfluencers' have taken to their platforms to inform people how a damaged skin barrier can be the cause of extreme dryness and breakouts, leading to skincare fans searching for the best way to keep theirs intact.

#SkinBarrier content has been watched 1.5 billion times on TikTok, as people learn how their skin barrier acts as a protective shield that keeps the bad stuff from entering your skin, while sealing in the good stuff. It can become damaged by external aggressors like overly stripping the oils from your skin by using too many harsh chemicals, as well internal factors like extreme stress and an imbalance of hormones.

5. Brow Lamination - 1,303,579,028 engagements

Fluffy, texturised brows have been the go-to look of the last couple of years, so it is no surprise that so many people are using brow lamination to keep them looking like that all the time. By straightening the brows with solution, they’re fixed in place and also tinted for fuller and thicker-looking brows that have a natural three-dimensional finish.

There are 1.3 billion TikTok views of the trend where brow enthusiasts watch the mesmerising before and after videos. It also has almost 550,000 annual Google searches around the world and nearly 1,000 Pinterest boards created in honour of the brow craze.

6. Mermaid Hair Colour - 771,705,913 engagements

Experimental hair colours are all over our social media feeds. The hair colour trend of the moment: mermaid. From pastel pink, green and purple tones to vibrant blue hues - the under-the-sea hype has been watched nearly 772 million times on TikTok alone. 

7. Niacinamide - 655,606,020 engagements

Let’s face it - who isn’t going to jump on this trending ingredient that’s celebrated for making skin brighter, clearer, and smoother? That’s exactly why skincare aficionados are obsessing over Niacinamide.

Niacinamide (vitamin B3) is a key ingredient for strengthening the skin’s barrier (another trend we’ve seen) and boosts elasticity for a youthful glow, and with nearly 655 million views on TikTok, let’s hope this trend stays with us for the long haul. 

8. Slugging - 493,556,963 engagements

Despite the name, this trend doesn’t involve any actual slugs. 'Slugging' actually comes from the wonderful world of K-beauty and involves putting a layer of balm of facial oil all over your face which helps to prevent water loss.

The trend has 493.5 million views on TikTok, with a lot of the content coming from people who have tried it out at home and who are hailing its supposed healing powers. As ‘slugging’ means you’re enveloping your skin in a moisturising cocoon, you are creating a moist environment that speeds up the healing process for damaged skin.

9. Lash Serum - 418,555,028 engagements

Lash serums are designed to promote long and healthy lashes, and it’s very likely you’ve seen the impressive ‘before and after’ videos showing their effects. Eyelashes are transformed from standard barely-there affairs to fluttery perfection. And who doesn’t want longer and more luscious lashes?

10. Copper Hair - 356,147,706 engagements

In the last six months, copper hair has been everywhere. Kendall Jenner went auburn ahead of Milan Fashion Week, and it seems she convinced a lot of people to join her on the more fiery side of life.

Our research found that on Instagram alone, there are almost 1.5 million posts of people showing off their copper hair, while the trend has 354,600,000 views on TikTok.

BEAUTY PIE Wellness Trends 2023

We also crunched the numbers to reveal the biggest up-and-coming trends for 2023. By analysing Google search data for hundreds of trends, we totalled the number of global searches made on Google over the last year, and compared the results to the previous year to reveal which are increasing in popularity the most. Five of the top 10 beauty trends are haircare trends, three are skincare and two are makeup.

1. Butterfly haircut – up by 12,432%

Butterfly haircuts have seen popularity spike by an incredible 12,432% in the run up to 2023, suggesting it’ll be one trend that’s set to dominate next year. So what’s all the hype about? A butterfly haircut combines short layers with long layers for added dimension, movement and body. The benefit of the short, wispy layers is that they directly hit  the chin and jawline to frame your face and contour all face shapes.

2. Octopus haircut – up by 6,104%

The octopus haircut is a heavily-textured look that uses shorter layers on top, while thinner, longer lengths of hair are styled from underneath - which (very subtly) resembles the shape of an octopus. The octopus haircut is said to be an evolution of the infamous mullet.

3. Coquette makeup – up by 1,690%

This trend is really a mixture of trends, like 2014's soft pale grunge and balletcore. It’s all about embracing 'hyperfeminity' and it takes us straight back to the early 2010s; think Lana Del Ray style eye-liner and girly pink blush, and popularity for this style of makeup has skyrocketed by 1,690% in the run up to 2023.

4. Jellyfish haircut – up by 1,185%

The jellyfish haircut, a blunt bob with a mullet, takes fourth place, seeing a 1,185% increase in searches ahead of 2023. This style of haircut is inspired by the traditional Japanese princess cut – the top layer is cut shorter in a head-hugging layer, with longer lengths around the perimeter and Nicole Kidman has been reported to have been spotted with this new edgy look.

5. Chebula serum – up by 922%

Chebula is touted as one of the most powerful antioxidants in the world. It fights fine lines and wrinkles by stimulating collagen production to serve up smoother, stronger skin. It also helps to regulate pigmentation and minimise inflammation. No wonder this skincare super ingredient has seen popularity rise by close to 1,000%

6. Peptide lip treatment – up by 442%

Peptide-powered lip treatments have seen popularity increase by over 400%, so they’re set to be one of the biggest beauty trends of 2023. Peptide lip treatments are a restorative method to create naturally plump and soft lips, whilst also minimising the appearance of fine lines.

7. Slugging – up by 392%

Don’t knock this skincare trend for its name – by smothering your face in an occlusive moisturiser like petroleum jelly before bed, you can wake up to glowing skin. This trend has long been a practice that’s featured in K-Beauty routines, and with searches increasing by 392% ahead of 2023, it looks like is set to be a massive trend to try. It’s recommended to use this technique as the last step in your skincare routine and it’s a great way to treat dry skin.

8. Spiky bun – up by 257%

Driven by a love for 90s and 00s nostalgia, the spiky bun is back. This is a high bun with an ultra sleek finish. Spotted on Bella Hadid and Kendall Jenner, the spiky bun has officially kicked the messy bun off its pedestal. It’s easy to create, looks effortlessly chic and there are tonnes of tutorial videos on social media if you fancy trying it out in 2023.

9. Wolf cut – up by 135%

Another animal-inspired hair trend that we will see more of in 2023 is the wolf cut, which has been searched for globally 135% more than last year thanks to stars like Miley Cyrus rocking the do at one of her gigs.

10. Doe eye makeup – up by 122%

A rounded, wide eye look that’s increased in popularity by 122% in the run up to 2023. It’s a more innocent than sultry look - doe eyes are doll-like and they make eyes look larger and brighter. The trend’s soft nature also offers some flexibility when attempting to recreate the style, and mascara is your best friend when creating the look.

Number three in the overall biggest beauty trends for 2023 (including skincare and haircare too), the makeup trend that’s growing in popularity the most is ‘coquette makeup’ which has seen popularity increase by 1,690%.

The second-biggest makeup trend for 2023 is doe-eyed makeup - up 122% in popularity according to Google data. This playful aesthetic is all about creating cutesy doll-like eyes with black eyeliner.

Fourth on the list is another nostalgic one, as ‘Avril Lavigne makeup’ searches have increased by 39% and are continuing to grow. In a similar ilk, ‘glam grunge makeup’ is seventh on the list - a trend that sees heavily lined eyes, dark lipsticks, and a true skater girl look.

Completing the top 10 biggest makeup trends of 2023 is Barbie makeup. Since the first images of Greta Gerwig’s Barbie movie were released earlier this year, the internet became obsessed with Margot Robbie and Ryan Gosling's transformation into Barbie and Ken. So, expect to see a LOT of pretty pink makeup, hints of pastel blue, and all things glitter in 2023.

  1. Coquette Makeup - 1,690%

  2. Doe Eye Makeup - 122%

  3. Lip Stain - 53%

  4. Avril Lavigne Makeup - 39%

  5. Refillable Lipstick - 29%

  6. Stick On Gems - 27%

  7. Glam Grunge Makeup - 25%

  8. Skin Tint - 23%

  9. Popsicle Lips - 15%

  10. Barbie Makeup - 11%

The next biggest skincare trend that is soon to dominate our routines is Chebula - an anti-ageing Ayurvedic herb known in the world of Ayurveda as ‘the king of medicines.’ It is rich in antioxidants, helps to deeply moisturise and brighten by targeting several layers of the skin, and it can even correct photo damage and strengthen skin. It’s a tiny little berry that packs a big punch, which explains why searches for this ingredient have spiked by 922%. 

Peptide lip treatments are the second-biggest skincare trend, followed by lash serum, and lip sunscreen. The fifth hottest trend in the world of skincare will be refillable skincare, which is now being searched for 42% more.

Ceramide serum searches are up by 30%, ranking it in sixth place, closely followed by electrolytes in seventh. Completing the top 10 list is skin cycling, which is a trend that has taken social media by storm recently. This latest craze involves using active ingredients for just a couple of days a week, and following with a couple of rest days - and then repeating.

  1. Chebula - 922%

  2. Peptide Lip Treatment - 442%

  3. Lash Serum - 75%

  4. Lip Sunscreen - 72%

  5. Refillable Skincare - 42%

  6. Ceramide Serum - 30%

  7. Electrolytes - 29%

  8. Peptide Mosituriser - 28%

  9. Skin Barrier - 27%

  10. Skin Cycling - 26%

Spoiler alert – there are a lot of animal-themed haircuts in the top five!

The butterfly haircut, which combines long and short layers, has seen a colossal popularity increase in the run up to 2023 – up by 12,432%, and it takes the top spot in to the top 10 haircare trends. In second, we head to the sea – the Octopus haircut, thanks to it’s heavily textured look, has seen popularity and awareness spike by over 6,000%. Staying with the ocean, in third, it’s the jellyfish haircut with a popularity increase of just over 1,000%.

Only one of the trends in the top 10 list focuses on hair health and that is scalp serum, which is up by 47%. Just like a skincare serum, there are formulas for your scalp that can combat excessive oil production (bye-bye greasy hair), dryness, and even strand quality. We predict a lot more of a focus on ways to protect the wellbeing our hair to ensure each strand can keep up with the ever-changing trends taking over social media.

  1. Butterfly Haircut - 12,432%

  2. Octopus Haircut - 6,104%

  3. Jellyfish Haircut - 1,185%

  4. Spiky Bun - 257%

  5. Wolf Cut - 135%

  6. Twist Knot Bun - 89%

  7. Scalp Serum - 47%

  8. Frame Haircut - 24%

  9. Loop Braids - 19%

  10. Barbie Hair - 3%

The facial movement workout, mewing, is the top bodycare trend in the run up to 2023, with a 62% increase in Google searches. Second on the list is collagen supplements with a 34% uptake in searches around the globe, followed by niacinamide body wash in third position on the top five list.

The only nail-related trend to feature on the list is naked nails; although nail art will always be in fashion, the barely-there manicure was reintroduced into the limelight by Meghan Markle who debuted a milky sheen on her wedding day in 2018.

  1. Mewing - 62%

  2. Collagen Supplement - 34%

  3. Niacinamide Body Wash - 25%

  4. Naked Nails - 9%

  5. Ashwagandha - 6%

If you are inspired and want to jump on the biggest trends of 2023 then be sure to check out our award-winning skincare – from vitamin C and acids to Retinol and cleansers, as well as makeup, and bodycare.


  1. Beauty Pie set out to uncover the biggest trends of the moment and the trends set to take over 2023.

  2. The beauty experts at Beauty Pie analyzed beauty, wellness, hair and makeup trends on TikTok, Instagram, Pinterest and Google. To determine the trends that are hot right now and those that we will see everywhere next year, the research team analyzed TikTok hashtag views, Instagram hashtags, Pinterest boards, Google search volume for the past 12 months and year-on-year Google search volume data for hundreds of different trends.

  3. To discover the biggest trends that are hot now, the experts totalled the number of Pinterest boards, Instagram hashtags, TikTok hashtag views, and average annual Google searches (in 2022) for each trend. The total was then sorted from highest to lowest, and the top 25 trends with the largest totals are deemed the biggest trends right now.

  4. To calculate the biggest up and coming trends for 2023, the experts analyzed year-on-year Google search data for each of the trends, comparing the average annual volume over the past 12 months (September 2021 - August 2022) with the previous 12 months (September 2020 - August 2021) to reveal which are seeing the biggest percentage increases in searches.

  5. ‘Total engagements’ for each of the trends are: TikTok hashtag views, Instagram hashtags, Pinterest boards, Google search volume for the past 12 months

  6. All data correct October 2022.


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© 2023 Beauty Pie. All rights reserved.From The New York Times. © 2020 The New York Times Company. All rights reserved. Used under license.

© 2023 Beauty Pie. All rights reserved.From The New York Times. © 2020 The New York Times Company. All rights reserved. Used under license.