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e.l.f. and Pinterest launch AI tool for personalized makeup discovery

The experience invites users to upload or take a selfie, which is then analyzed to determine their color profile.

NEW YORK — Global beauty brand e.l.f. Cosmetics has partnered with Pinterest to debut a new AI-powered digital experience that helps users discover their most flattering makeup shades based on personal color analysis.

Dubbed the “Colour e.l.f. analysis” tool, the experience invites users to upload or take a selfie, which is then analyzed to determine their color profile—including shade (warm or cool), value (light or deep), and chroma (bright or muted). Based on the analysis, users are matched with a seasonal color palette and connected to curated, shoppable Pinterest boards tailored to their results.

Explore the experience here.

The tool resulted from a close collaboration between e.l.f. and Pinterest’s insights team, which used platform search trends to inform the curated content. According to Pinterest, searches for “real summer make-up” account for 23%, while “spring colour palette analysis” has risen by 30%, underscoring growing consumer interest in seasonal, personalized beauty.

In addition, e.l.f. is tapping into Pinterest’s creator community through new creator partnership packages, enabling influencers to develop Pinterest-first content and leverage Idea Ads with paid promotion to reach broader audiences.

“‘Color e.l.f.nalysis’” is about breaking down beauty barriers and making personalized color analysis accessible to every eye, lip, and face—for free,” said Patrick O’Keefe, chief integrated marketing communications officer at ELF Beauty. “This tool, developed with Pinterest and in collaboration with real-life color experts, complements—not replaces—the human touch. It’s a smart, seamless, and fun way for our community to discover what works for them—and find their perfect ELF product matches in just a few taps.”

“With 1.6 billion makeup-related searches over the past year and a 22-time increase in interest around tools like ‘color season analysis,’ it’s clear consumers are craving personalized beauty experiences,” said Katie Dombrowski, VP of CPG at Pinterest. “We’re thrilled to partner with ELF to bring this innovation to life and meet users exactly where inspiration strikes.”

The AI experience will make its public debut at Pinterest’s Manifestival in Cannes on June 19. Attendees can test the tool and receive in-person color styling sessions.

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