The Pinterest 2024 Halloween Trend Report

Pinterest is the ultimate destination to discover the hottest trends for spooky season and this Halloween, Pinterest’s 2024 Halloween trend report shows that users are leaning into pop culture with searches for ‘it girl halloween costumes’ up 170% since last year, capturing rising new pop stars and celebrating icons with signature style. People are also searching for TV and film-inspired costumes and sporty looks with ‘sport costume ideas’ increasing 265% on Pinterest. Vintage Halloween is a popular theme in both costumes and décor, with trends such as ‘vintage Halloween’ rising 50% and ‘90s Halloween decorations’ up 140%. For Halloween-themed foods, searches for ‘ghost pizza’ saw an 850% rise this year, alongside ‘pumpkin s’mores biscuits’ and ‘ghost brownies’ increasing 390% and 200%, respectively.

In beauty, trending searches show users opting for gothic looks and animal-inspired artistry, with trends that Pinterest has coined gothic glam and beastly beauty on the rise. And to give Pinterest users even more inspiration, we’re partnering with Maybelline to bring the latest Halloween beauty trends on Pinterest to life with fresh content tied to the hottest costumes of the year.

Gothic Glam

In good times and bad, Halloween has always had a dark edge. No more so than this year, when searches for ‘scary make-up looks’ are up 60%, giving gothic glam a major moment. With their dark and dramatic aesthetic, these gothic looks inspire a range of options from subtle sophistication to bold, haunting looks. Men are also getting in on the action with ‘goth guy make-up’ increasing 290% and anime-inspired creations are making a strong impact, blending unique and imaginative elements into the gothic palette.

• Scary makeup looks +60%

• Soft vampire makeup +475%

• Romantic gothic makeup +710%

• Goth guy makeup +290%

• Zombie makeup ideas +230%

• The Crow makeup +275%

• Clown makeup looks +1870%

• Sakuna makeup +1655%

Top “it girl” Halloween costumes

Just as celebrities are getting more creative to establish their own brand aesthetic, so too are their fans. ‘It girl Halloween costumes’ (searches up 170%) are dominating this year’s Halloween scene, with make-up looks inspired by these trendsetters leading the charge. Searches for ‘Charli XCX make-up’ are reaching new heights with a 2,345% rise, reflecting her edgy, bold aesthetic. Gen Z pop icons are also trending. ‘Sabrina Carpenter Halloween’ and ‘Olivia Rodrigo Halloween costume’ have earned top spots, with searches increasing 215% and 170% respectively. Each of these ‘it girls’ offers unique, memorable looks, allowing fans to channel their favourite celebrities in style this Halloween.

• Charli XCX makeup +2345%

• Kesha Halloween costume +510%

• Ariana Grande bunny costume +460%

• Jhene Aiko makeup +360%

• Sabrina Carpenter Halloween +215%

• Olivia Rodrigo Halloween costume +170%

• Priscilla Presley costume +140%

• Amy Winehouse Halloween costumes +130%

• SZA costume +110%

Beastly Beauty

This Halloween, the beastly beauty trend is roaring to life with fierce and fantastical make-up looks. Wild and whimsical make-up ideas will be everywhere this year, driven by their bold patterns, vibrant colours and the playful charm that they bring to any Halloween ensemble. Ethereal concepts are also on the rise, as well as detailed enhancements such as 3D Halloween nails that add an extra layer of creativity and sophistication to these animalistic designs. From subtle elegance to bold statements, these trends provide endless possibilities for those looking to unleash their wild side this spooky season.

• Cheetah print makeup +570%

• Leopard print makeup +670%

• Cheshire cat makeup +55%

• Fox makeup look +55%

• Deer makeup +206%

• Bunny makeup look +445%

• Siren makeup +120%

• Zebra halloween costume +135%

• 3D Halloween nails +150%

Main character costumes

Main character costumes are taking centre stage, allowing fans to step into the shoes of their favourite iconic characters. Nostalgic favourites from films and television series are making a comeback this year alongside reality TV-inspired themes, with searches for ‘Love Island Halloween costume’ seeing a 440% increase on the platform. These trends reflect a desire to embody strong, iconic characters from beloved shows, films and franchises, offering fans a chance to shine as their favourite figures from the big screen this Halloween.

• Wicked Halloween costume +890%

• Elle Woods bunny costume +110%

• Carrie Bradshaw costume +130%

• House of the Dragon costume +415%

• Dune costume +280%

• Cleo Denile costume +450%

• Clawdeen wolf costume +200% 

• Bratz Halloween costume ideas +395%

• Love Island Halloween costume 440%

• Mean Girls Santa costume +450%

Spooky sport 

Spooky sport costumes are scoring big this Halloween, with a 265% increase in ‘sport costume ideas’ searches on Pinterest. Leading the trend are ‘Dallas Cowboys cheerleaders costumes’, which have seen a 550% rise, thanks to their popular show released earlier this year. The excitement of motorsports is also trending, with ‘F1 driver costumes’ up by 85%. These trends capture the continued excitement around new sports and iconic teams, offering a fun and unique way to showcase your favourite athletic inspo this Halloween.

• Sports costume ideas +265%

• Dallas Cowboys cheerleaders costumes +550%

• F1 driver costume +85%

• Rhythmic gymnastics costumes +130%

• Racecar driver costume +410%

• Figure skating costume +50%

• Boxing costume +55%

Top couple and bestie costumes

From nostalgic film duos and TV friendships to iconic bands, couple and bestie costumes are always a Halloween staple. Inspired by this year’s biggest upcoming film releases, musical and theatrical pairings are also on the rise, with searches for ’Glinda and Elphaba costume’ up 770%. Whether it’s the charm of classic animated duos, the allure of dynamic theatrical partnerships or the nostalgia of popular fantasy characters, these costumes offer a fun and memorable way to celebrate together. 

• Shark Boy and Lava Girl costumes couple +4245%

• Joker and Harley Quinn costume couple +100%

• Charlie’s Angels costume +460%

• Spice Girls costume +135%

• Serena and Blair costume +60%

• Blink 182 costume +95%

• Glinda and Elphaba costume +770% 

• Queens of Hearts and Alice costumes +155% 

• Beetlejuice costume family +130%

• Cheetah Girls costume +47%

Vintage Halloween decor

As Zoomers and millennials grapple with adulthood, nostalgia is creeping in. Halloween décor from the 70s and 90s is making a comeback for the 2024 spooky season, with these vintage styles on the rise. Searches for ‘90s Halloween decorations’ have surged by 140%, while others will lean into a boho aesthetic to decorate their spaces and host for Halloween this year.

• Hippie Halloween decor +190%

• Disco Halloween decor +175%

• 90s Halloween decorations +140%

• Boho Halloween +85%

• Vintage Halloween +50%

• 70’s Halloween +50%

Halloween food

Festive and creative twists on classic party foods will lead the way this Halloween season. Searches for ‘ghost pizza’ are up a whopping 850%, while others have opted to start their festivities early by tapping into a new trend of Halloween breakfast. This year’s Halloween food trends add a fun, festive atmosphere to gatherings and provide a creative way to enjoy spooky treats.

• Ghost pizza +850%

• Halloween popcorn bar +110%

• Pumpkin s’mores cookies +390%

• Pumpkin fluff +240%

• Ghost brownies +200%

• Eyeball cookies +100%

• Halloween breakfast +80%

Halloween isn’t just for children any more. It’s for sports fans, foodies and fashion-setting ‘it girls’ plugging into pop culture to curate their costumes online.

Methodology: Pinterest internal search data; global; August 2023 vs August 2024.