Pinterest recently released its first-ever sports trend report.
From over 600 million users, the platform has seen a huge uptick in searches for sport-related content from fashion to beauty inspo, even searches for “WNBA game outfits” is up +70%, showing a real emphasis on the power of women’s sport.
This year, for the first time, a beauty brand in Canada is sponsoring the trend report in the market. With summer approaching and people heading out onto the court, field and pool, SPF-first routines are trending on Pinterest. “Sweatproof makeup” is up 180% and “fluid sunscreen” is up 110% showing Pinners are looking for sunscreen that applies easily and that lives in every bag. To capitalize on this moment, La Roche-Posay partnered with Pinterest to be the first beauty brand in Canada to sponsor a trend report.
A Pinterest board, curated in partnership with La Roche Posay, called “on-the-glow”, brings inspiring sunscreen-first beauty routines to life. Additionally, La Roche-Posay will also have custom-designed Pinterest creative, including Collage Pins and creator content to bring looks to life. Lastly, the partnership will also include Premiere Spotlight Takeover appearing in the Home and Search Feeds, said Pinterest.
The La Roche Posay activation will run until July 22.
“This summer, we know Canadians are looking for beauty routines that could keep up with life on the court,” said La Roche-Posay. “Pinterest gives us a unique window into the trends and routines people are actively planning and searching for. The opportunity to partner with Pinterest for their first sport-themed trend report helped us identify a clear opportunity around SPF beauty ideas. For us, this partnership was a powerful way to connect La Roche-Posay with audiences who were looking for actionable sun-safe beauty inspiration on Pinterest.”
The trend report can be seen here.
Sam Galanis, Director of Sales, Pinterest, talked about the trend.
Question: Pinterest’s first-ever sports trend report highlights a major rise in searches tied to women’s sports culture, including fashion and beauty. What does this say about how sports fandom — especially around women’s sports — is evolving on the platform?
Answer: Sports fandom is evolving from a spectator moment into an entire aesthetic, vibe, and identity. Fandom is becoming a global lifestyle signal, with people borrowing the iconography of sport and incorporating it into their everyday choices. Specifically, female athletes are moving beyond just dominating scoreboards to shaping the culture around them, acting as major engines of influence and discovery across lifestyle, fashion, beauty, and wellness. On Pinterest, Pinners are no longer just tracking game highlights; they are searching for and saving the full aesthetics of their favorite female athletes, drawing everyday inspiration from their game-day energy, off-duty style, and beauty routines. This is showing up with searches for “Formula 1 aesthetic outfit” up +483%, “World Cup jerseys” searches are up +840% and “jersey with heels outfit” are trending up +81%.
Q: Pinterest is increasingly becoming a discovery engine for shopping and lifestyle inspiration. How are brands using trend data from Pinterest differently today compared to a few years ago?
A: Today, brands are moving away from the passive “attention economy” and are instead using Pinterest to capture consumer intent. Because 96% of top searches on Pinterest are unbranded, brands are leveraging our data to connect with consumers at the very beginning of their discovery journey, giving Pinners ideas before they have made their decision. And because Pinterest trends last twice as long as those elsewhere on the internet, retailers are using this data to directly inform product development, messaging strategies, and full-funnel campaigns. Brands are also leaning into our personalization, which maps over 80 billion user signals to understand a user’s evolving taste—not just keywords—to seamlessly guide shoppers from the first spark of inspiration to the point of purchase.
Q: La Roche-Posay is the first beauty brand in Canada to sponsor a Pinterest trend report. What made this partnership a strong fit, and what does it signal about Pinterest’s growing role in beauty and retail marketing?
A: This partnership was a natural fit because our search data revealed that as summer sports take people into the sun, sun protection and glow go hand in hand. La Roche-Posay recognized that Pinners were actively searching for routines that could keep up with life on the court without interfering with their looks. Searches on Pinterest for “sweatproof makeup” are up 180% and “fluid sunscreen” is up 110% demonstrating Pinners want to stay protected while being active.
This partnership, marking the first time a beauty brand in Canada has sponsored a trend report, signals Pinterest’s growing role as a platform where brands can capitalize on real-time consumer intent. It provides a unique window into the routines people are actively planning, allowing brands to connect with audiences through high-visibility, actionable integrations like Premiere Spotlight Takeovers, custom-designed Collages, and curated boards like La Roche-Posay’s “on-the-glow”.
Q: Searches like “sweatproof makeup” and “fluid sunscreen” are surging. What broader consumer behaviours or shopping priorities are driving these SPF-first beauty trends heading into summer 2026?
A: These trends are being driven by a shift toward reapplication culture, SPF-first routines, and bag-ready beauty, which are defining Summer 2026. Consumers are prioritizing sweat-friendly skincare stacks designed for active, on-the-go lifestyles, such as women’s sports weekends, pickleball meetups, and beach-to-dinner plans. Shoppers are favoring sunscreen sticks and minis that apply easily and can live in every bag. Ultimately, the priority is no longer a heavy, “full beat” makeup look; it is a protected, fresh-looking finish made of quick, durable layers (like breathable skin tints and shimmer finishes) that can be reapplied and refreshed in minutes between plans.
Q: Pinterest has over 600 million users globally. How is the company thinking about monetizing trend-driven moments like sports culture and seasonal beauty while still keeping the platform inspirational rather than overly commercial?
A: With over 631 million MAU, and over 50% of those being Gen Z, Pinterest has a unique opportunity to identify culturally trending moments on the platform, signalling shopping intent. On Pinterest, ads form part of the content and are not viewed as an interruption; in fact, people scroll ads 150% slower because they come to the platform ready to plan, discover, and shop. The sponsored Pinterest board, “on-the-glow”, is curated by Pinterest’s in-house expert editorial team, hand selecting Pins that feel authentic and relevant to the brand and Pinners.
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