Pinterest is truly unrivalled when it comes to beauty inspiration. Millions of people across the
world use the website for this very purpose, and the beauty category is now one of the largest on
the social media platform.
Users can find make-up tutorials, ideas and general artistry across the
website. However, whatever your beauty search may be, Pinterest is often so saturated with
results that many of them will simply not be relevant.
To improve the inclusivity and representation within these beauty searches, Pinterest has
introduced a way for users to filter search results by skin tone when seeking make up inspiration.
The new tool appears under the search bar when a beauty related search is made. You are asked
to “pick a skin tone range to narrow your search” from a choice of four circles with multiple shade
variations. And just like that, you are able to peruse the results which are artfully tailored to you.
The skin tone signal is now three times as likely to detect multiple skin tone ranges in top search
Annie Ta, Head of Inclusive Products at Pinterest stated that “Pinterest is the home of inspiration,
but it is hard to be inspired if you don’t feel represented...with these updates, Pinterest is
becoming a more inclusive place to discover and shop for beauty ideas. No one should have to
work extra hard to uncover personalised ideas, and all should feel welcome. A more diverse
Pinterest is a more useful, positive and powerful one”.
Another new development for Pinterest is the AR Try On Feature. This feature enables users to
search for lipstick shades and try them on virtually. There are over 10,000 shoppable shades
available across 48 million beauty pins, although this feature is only available in the US for now.
These are two impressive developments for Pinterest’s booming beauty category. The skin tone
search tool is a particularly important move for the company as these days there is simply no
excuse for a lack of representation, particularly in the world of beauty. The growing demand for
personalised beauty is undeniable, and Pinterest are leading the way.
(The search feature is now available in the US, UK, Canada, Ireland, Australia and New Zealand.)
By Sophie Easton