Pastel Is Back: How to Use Powder Pink in Your Brand Aesthetic This Year

Pastels are having a moment—again. But this time, it’s softer, cooler, and surprisingly powerful.

According to Google Trends, search interest in “pastel” and “powder pink” is at an all-time high. From fashion to fonts, packaging to Pinterest, this soft, dreamy color palette is popping up everywhere, and not just in baby brands or hyper-feminine corners of the internet.

Powder pink, in particular, is leading the charge. It’s modern. It’s nostalgic. And when used right, it’s one of the most versatile brand colors out there.

So how do you hop on the pastel train without looking like you copied someone else’s mood board? This guide will show you how to embrace powder pink and pastels in your branding—strategically. Whether you’re building a new vibe or refreshing your visual identity, this trend has room for you.

1. Why Pastels (and Powder Pink) Are Trending Right Now

Pastels have always had a visual softness to them, but lately, they’ve taken on a kind of confident calm. After years of bold, saturated “Look at me!” branding, there’s been a shift toward tones that feel lighter, slower, and more grounded.

Here’s why powder pink is everywhere:

• It’s emotionally soothing. People are drawn to gentle, soft visuals right now, especially in the chaos of fast-paced content.
• It plays well with others. Powder pink blends beautifully into earthy tones, muted neutrals, and other trendy pastels (like sage, lavender, and butter yellow).
• It signals a fresh start. Perfect for rebrands, new launches, or seasonal refreshes.
• It’s gender-neutral—if you want it to be. Gone are the days when pink was only for ultra-feminine brands. Used with clean lines and modern fonts, powder pink becomes subtle, minimalist, and even luxe.

TL;DR: Powder pink is no longer just cute—it’s considered, current, and very clickable.

2. How to Use Powder Pink Without Losing Your Brand Identity

So you’re intrigued—but you don’t want to toss your whole aesthetic just to follow a trend. Smart. Let’s talk about how to integrate powder pink in a way that supports your brand, not replaces it.

Here are 5 easy ways to add powder pink without a full rebrand:

• Use it as an accent color. Powder pink can soften harsh black-and-white schemes or bring warmth to a cool-toned palette. Use it in buttons, highlights, or graphic overlays.
• Update your Instagram covers or Canva templates. Try swapping one of your current brand colors for a soft pink variation in your most-used graphics. Easy refresh, big visual shift.
• Add it to packaging or product mockups. Pink backgrounds make photos pop, especially digital products, notebooks, skincare, or minimalist merch.
• Incorporate it into lifestyle photography. Use props, outfits, or backgrounds in powder pink tones. It adds cohesion to your feed without changing your core colors.
• Pair it with unexpected fonts. Offset the softness with bold, modern typography. This creates balance and keeps things feeling elevated, not overly sweet.

Pro tip: Powder pink can be warm (like blush) or cool (like bubblegum or ice pink). Test both against your existing palette to see which one clicks.

3. Brands That Are Using Powder Pink (and Pastels) Right

Let’s be real: the easiest way to get inspired is to see the vibe in action. These brands and creators are blending powder pink and pastel tones in ways that feel elevated, intentional, and scroll-stopping without being overly sweet or off-brand.

🛍️ Glossier

No one does soft power like Glossier. Their signature muted pink isn’t just aesthetic, it’s recognizable. They pair it with minimalist packaging, clean type, and natural light photography for a modern, confident tone.

Takeaway: Pair soft pinks with plenty of white space and strong brand voice for balance.

✨ The Everygirl

This lifestyle brand leans into dusty pink tones across their blog, Pinterest graphics, and digital products. Their pastels feel mature, cozy, and curated—not overly feminine or cutesy.

Takeaway: Use pink as a warm neutral, not a statement color.

🧘 Journaling or Notion Creators on Etsy

A ton of top-selling Notion templates and digital planners use pastel color palettes, especially powder pink, because they evoke calm and focus.

Takeaway: In digital product spaces, soft visuals = ease, clarity, and focus. Perfect for productivity brands.

💅 Small Creator Shops on TikTok/Instagram

Think: cozy fonts, muted pinks, and dreamy lighting. Brands like these thrive because their vibe is clear and emotionally inviting.

Takeaway: Lean into softness, but stay consistent. Color is part of your storytelling.

4. How to Make This Trend Feel Like You

The key to using any trend especially one as visual as pastel is to make it personal. Don’t just add pink for pink’s sake. Let it support your story, your offer, and your energy.

Here’s how to keep it custom:

• Mix pink with your existing palette. Try color tools like Coolors or Canva’s palette generator to find pastel pairings that feel right.
• Choose your pink personality. Is your brand cozy? Luxe? Edgy? Go for the shade of powder pink that fits your vibe—blush, rose quartz, muted mauve, ice pink, etc.
• Use it in your own way. Maybe pink is just in your highlight covers. Or maybe it’s your packaging tissue paper. You don’t have to pastel-ify everything.

Your brand doesn’t need to look like a Pinterest board to feel modern. It just needs to feel like you, right now, with space to evolve.

🎀 Conclusion: You Don’t Have to Go Full Pastel, Just Try a Swatch

Trends like powder pink don’t require a full identity overhaul. A little goes a long way, especially when the tone is this soft, approachable, and easy to work with.

If you’ve been craving a brand refresh, or just want your visuals to feel more current, pastel is a beautiful place to start. It’s versatile. It’s emotion-driven. It’s memorable. And it’s very now.

Try it in a story slide. In a template. In a background. Then adjust until it clicks.

You’ve got the vision. All you need now is a little (powder) pink.