E.l.f. Launches AI Makeup Tool on Pinterest

E.l.f. is helping consumers discover makeup shades with its AI-powered tool, inspired by the rise in online beauty analysis tests. Consumers can go to a microsite and upload a selfie to be matched with a Pinterest board and find makeup that complements their features.

There have been 1.6 billion makeup-related searches on Pinterest in the past year, and interest in tools like “color season analysis” has jumped 22 times, according to release details.

Personalized Guidance

E.l.f. aims to build loyalty with Gen Z, who comprise almost half of Pinterest’s users, by providing accessible, personalized guidance.

Pinterest's AI Enhancements

The E.l.f. announcement follows Pinterest's AI-focused reveals around this year’s Cannes Lions event, including auto-collages that turn product catalogs into shoppable collages. Macy’s is testing the auto-collage solution through Pinterest Ad Labs. Pinterest also improved its Trends tool with AI and visual clustering for deeper insights into user buying plans, using search data and user saving, board curation, and shopping habits.

Using the E.l.f. Tool

To use the E.l.f. color analysis tool, users upload or take a selfie on a microsite to identify their hue (warm or cool), value (light or deep contrast), and chroma (bright or muted). They will then receive their color season, with insights into complementary makeup shades, and be redirected to a custom Pinterest board featuring E.l.f. products matching their results.

Partnerships

E.l.f. collaborated with Pinterest to analyze user search, save, and shop behavior, revealing insights like a 23% increase in “true summer makeup” and a 30% increase in “spring color palette analysis.” E.l.f. also partnered with Pinterest creators for season-specific content via the platform’s creator partnership packages.

E.l.f.'s AI Approach

E.l.f. Beauty’s Chief Integrated Marketing Officer Patrick O’Keefe said the AI in the e.l.f.nalysis experience is designed to enhance, not replace, human interaction. E.l.f. views AI as an investment across various business functions. O’Keefe added that while still being refined, AI tools are accelerating execution, reducing workload, and unlocking creativity with human oversight, and that responsible AI is a core value.

E.l.f. collaborated with Movement Strategy, a social-focused creative agency, for this initiative. E.l.f. and Pinterest will showcase the tool at the Carlton Beach Club on June 19 during the Cannes Lions International Festival of Creativity.

E.l.f. has also launched a YouTube comedy special for Gen Z about sunscreen and a telenovela series on TikTok.