4 Fashion Brands Tapping Into the Mermaid Beauty Aesthetic

Pinterest is forecasting that the sea witch will dominate in 2025 and we're starting to think they might be onto something. "In 2025, Gen Z and Millennials will dive headfirst into sultry siren makeup, wet wavy hair and moody mermaid manicures from sunup to moonlight," the platform stated in its 2025 trend report.

The numbers speak for themselves with searches for "dark siren makeup" up 40%, "dark mermaid makeup" skyrocketing 695%, the "wavy wet hair look" rising by 90% and "sea-inspired nails" surging by 65%. Whether it's wet hair or adorning the body with seashells, the enchanting power of the sea is making waves this year.

But, why is this trend emerging now? It could stem from our shared longing for escapism and fantasy or perhaps our natural pull toward all things shiny. Pinterest isn't the only one noticing this shift — luxury fashion houses like John Paul Gaultier and Elena Velez are also embracing the aquatic aesthetic.

Here are a few of our favorite interpretations of mermaid beauty, as seen on Fall/Winter 2025 and Couture runways.

John Paul Gaultier

Jean Paul Gaultier took on a "fisherman catches a beautiful siren" aesthetic during Couture Week in Paris earlier this year. Each model showcased uniquely styled wet hair, framed by a netted mask that lightly covered a soft glam makeup look.

Dilara Findikoglu

At Dilara Findikoglu's Fall/Winter 2025 show in London, the designer embraced a goddess-like beauty for her models, each one embodying ethereal elegance. One standout look, inspired by the mermaid aesthetic, featured long, flowing red hair that echoed the iconic imagery of "The Birth of Venus."

Elena Velez

Elena Velez's beauty direction during New York Fashion Week evoked the spirit of dark mythology and the brand's take on modern sensuality, with every detail carefully crafted to exude otherworldly allure. As if they just emerged from the depths of the sea, models wore wet hair, dark makeup and windswept hair.

Grete Henriette

During the Grete Henreitte London Fashion Week show, models' backs were adorned with seashells, creating a sparkling visual that matched the delicate, sculptural embellishments they were wearing. It added an element of fantasy and elegance while also paying homage to the sea-faring creature.

While you're here, check out some of our favorite beauty trends from Fashion Month Fall/Winter 2025.

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