Festival season is one of the few moments when Gen Z feel most able to be their authentic selves. This summer Pinterest is turning inspiration into self-expression with a series of festival corner shop pop-ups across the UK, featuring beauty partner e.l.f. Cosmetics.

Pinterest’s festival corner shops will open for three of the UK’s biggest festival moments in Brighton, East London and at Notting Hill Carnival. Located en-route to each event, the takeovers will help festivalgoers make saved ideas real before heading into the festival.

Visitors will step into Pinterest’s take on the classic corner shop, reimagined for the festival season. A live DJ setting the vibe, while a face-gem artist offers trend-inspired touch-ups. Visitors can also discover and experience an e.l.f. Cosmetics activation, featuring festival-ready favourites like the Power Grip range, and get their hands on customisable disposable cameras and other festival merch.

This all comes as new research reveals that 18-24-year-olds in the UK spend almost half of their time unable to fully express who they are. By contrast, 71% say they can be their real self at a festival, while 69% feel more like themselves at a festival than they do in everyday life.

Getting festival-ready begins well before the first act takes the stage. On average, Gen Z start preparing for a festival around seven weeks in advance, and 64% say saving ideas beforehand helps them feel more confident expressing themselves. From outfit planning and beauty inspiration to hair, nails and accessories, Pinterest plays a key role in helping festivalgoers shape how they want to show up.

This summer’s festival trends show just how playful, personal and expressive that preparation has become. Searches for “butterfly makeup” have increased by 110%, “denim mini skirt outfit” by 200%, and “showgirl outfit” by 105%, as people turn to Pinterest to build the looks and aesthetics they want to bring to life this summer.

From the first saved Pin to the final finishing touch, Pinterest is helping festivalgoers get ready on-platform too. People can explore and save inspiration throughout festival season, with e.l.f. Cosmetics translating beauty trends into wearable festival looks through a series of boards and Spotlight sponsorships.

Louise Foley, Director of Consumer Marketing, Europe at Pinterest, says: “Festival season gives Gen Z in particular a rare opportunity to express who they really are. From outfit ideas and beauty looks to hair, nails and accessories, people come to Pinterest to search, plan and shape how they want to show up. With our corner shop takeovers, we’re bringing that inspiration off the board and into the real world, showing that the best thing you can find online is a reason to get offline.”

“Inspiration is where every great beauty looks begins,” said Patrick O’Keefe, Chief Integrated Marketing Officer, e.l.f. Beauty. “That’s why partnering with Pinterest feels so natural. Festivals are where self-expression comes to life, and that’s the kind of creativity and confidence e.l.f. loves to celebrate. We’re meeting our community where they’re discovering trends, planning festival looks and expressing who they are. Together, we’re helping turn inspiration into beauty looks they can create with confidence. It’s creative, it’s joyful and it’s unmistakably e.l.f.”

From Hot Tropic to Peak Poptimism, Pinterest is seeing festival style become more playful, expressive and personal this summer. Explore the top trends below.

Hot Tropic

Feathers, fringe and pure festival fever. This trend serves tropical maximalism with showgirl audacity. Get ready for gold everything, hair bigger than your dreams and accessories that sparkle in the dark.

“Bronzed makeup”: +160%; “ gold bandage dress”: +545%; “showgirl outfit”: +105%; “blowout hair”: +55%; “pink sequin skirt outfit”: +120%

Swashbuckled

It’s time to raid your closet. Think belts on belts, suede that’s survived a quest and smudged makeup. Style has officially gone off the map. Are you into it?

“pirate makeup”: +140%; “pirate outfit”: +70%; “scarf belt”: +185%; “boots and shorts outfit”: +205%; “corset top outfit”: +50%

Shoegaze Aesthetic

For people who never cut off their wristbands. Thrifted band tees, worn-in flannels and hair that does its own thing, it’s cool without the effort. A look that says “this one’s a deep cut,” this trend is proof you actually know the setlist.

“Graphic tee outfit”: +185%; “rockstar girlfriend makeup”: +145%; “windbreaker outfit”: +65%; “indie concert outfit”: +195%; “indie sleaze makeup”: +60%

Peak Poptimism!

Turn the volume way up. This trend hits the high notes: rhinestone tops, airbrushed jeans and holographics from head-to-toe. It’s techno-gloss meets maximalist encore. Consider glitter the new neutral.

“bedazzled jeans”: +250%; “butterfly makeup”: +110%; “frutiger aero”: +60%; “rhinestone makeup”: +270%; “face gems”: +570%

Sheer Euphoria

Ever cried in the club? This one’s for you. Think sheer organza, oversized silks and soft euphoric energy: a trend made for breakthroughs with your BFFs on the dancefloor. It’s festival fashion, this time with feeling.

“Bloomer short”: +220%; “sheer skirt outfit”: +135%; “angel makeup”: +60%; “dreamcore”: +100%; “silk shirt”: +95%

High Camp

This is shamelessly high drama: mismatched shoes, high-contrast eyes, outfit sandwiches and whimsical chaos. Get ready for costumes without the occasion, because too much is the goal.

“camp aesthetic”: +70%; “avant garde outfit”: +160%; “graphic eyeliner”: +85%; “two tone hair”: +50%; “thigh high socks”: +65%

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