3 Companies Are Benefiting from This Post-Pandemic Trend

Nov 13, 2022

Every Tuesday, our team analyzes a major trend impacting consumer purchasing decisions.

Sometimes we start hunting for these by digging into growth patterns for the more than 900 trends we track.

But this time, the trend revealed itself through our own qualitative mention analysis of brands gaining ground with consumers.

The same phrases kept popping up in demand mentions for the cult-favorite brand NOBULL (which sells athletic shoes and accessories), in discovery mentions on Pinterest Inc. (PINS), and in mentions of achieving a more natural look with e.l.f. Beauty Inc. (ELF) cosmetics.

So, what do all these companies have in common?


Consumer mentions of seeking minimalism in products and designs have increased by 76% year-over-year (YoY).

Mentions like this:

We view minimalism as having three main characteristics: simplicity, usefulness, and clarity.

Here’s how three major brands are cashing in on this rising trend…

NOBULL Shoes Provide Comfort and Functionality

Usefulness (or functionality) is one of the main components of minimalism.

And this is where NOBULL shines.

NOBULL shoes are “purposely minimalist” in design and prioritize usefulness for wearers.

The brand is now expanding beyond its traditional weight-lifting model into footwear for other areas of training.

And so far, it’s working.

NOBULL shoes have surged in popularity over the last year.

Consumers Seeking Minimalist Design Turn to Pinterest

Pinterest is a mecca for consumers seeking inspiration and product discovery.

We all followed its pandemic boom, driven by those of us stuck at home and seeking ideas for new recipes to make and home renovation projects to conquer.

While PINS shares have cooled, the company’s value proposition to consumers hasn’t changed.

We’ve touched on this before.

And when we listened to consumers who were talking about using Pinterest for product inspiration, minimalism appeared again.

To be clear, in this instance, it’s more important that consumers are turning to Pinterest for design inspiration than the fact that they’re searching for minimalism in particular.

In other words, Pinterest wins any time consumer design preferences change — because a captivated consumer looking to update his or her aesthetic is an advertiser’s dream.

And based on consumer usage mentions, Pinterest platform usage is rising again on a quarter-over-quarter (QoQ) and YoY basis:

This opportunity could be significant once advertising budgets normalize.

E.L.F Beauty Embraces Natural Beauty and Clean Ingredients

Minimalism extends beyond product and home design; ripple effects can be seen in makeup trends.

Do you remember when the Kardashians rose to fame and elaborate beauty palettes were all the rage?

Oh, how times have changed.

Now consumers are embracing the “natural” look – think clean ingredients and muted tones.

And e.l.f. is primed to win. Not only is the company well-known for its simple packaging and affordable pricing, but consumers also tout its usefulness in achieving a minimalist beauty aesthetic.

Comprehensive ELF demand has risen by 26% YoY… and shares are trading at all-time highs.

Bottom Line: High-level trends in consumer behavior power brand purchases.

Take care,

Megan Brantley
VP of Research, LikeFolio