This means scouting for content that’s actually relevant to our individual requirements is now easier than ever on the platform that sees over six million pins saved in the UK each day, and over 400 million worldwide users every month.
According to Pinterest, the improved technology means it’s now three times as likely to detect multiple skin-tone ranges in top search results, compared to previous technology. So, whether you’re looking for smoky eye ideas or wondering what shade of red lipstick best suits you for that IGTV tutorial you want to do, Pinterest’s new tool will hunt down the best matches for you.
OK, hands up: ever searched for a new lipstick or foundation and thought, “Gosh wouldn’t it be AH-MAZ-ING to see someone with the same skin tone as me wearing it?”
Yep, you’re not alone. While lots of beauty brands are becoming more diverse with their shade ranges, our favourite beauty platform Pinterest has now made the search for skin-tone-matching inspiration a doddle thanks to its inclusive new feature that’s recently become available for UK users.
Because guess what: we’re all different, and not everyone suits every shade or look (hello, electric-blue eyeshadow and porcelain concealer). Clearly Pinterest has been listening to users’ demand for a more diverse approach, as its new updated search function lets you scroll your way through hundreds of beauty images that reflect your skin tone and colouring – something we’ve long been pining for (sorry, couldn’t help ourselves).
So, how does it work? If you search ‘beauty’ in Pinterest’s search bar and press enter, you’ll see four different colour palettes of skin tones to choose from, with the message ‘pick a skin tone range’ prominent at the top of the results page. In fact, you’ll see the skin tone bar appear on some of the most popular beauty-related terms such as ‘red lips’ ‘foundation’, ‘hairstyles’ and ‘eye makeup’ – meaning the results you get are far more customised than ever before. The results functionality has also improved on more specific searches such as ‘red lips black women’ and ‘foundation pale skin’.
Newsflash, if you join our virtual Diversity In Beauty evening on Wednesday 25 November, hosted by GLAMOUR Beauty Director Camilla Kay and Pinterest creator marketing lead Reena Rai, (quick, snap up your tickets here), we’ll be showing you exactly how Pinterest’s genius complexion-matching search works.
Plus, you’ll learn how you can use it to create your next dreamiest beauty look, with makeup artists Diipa Büller-Khosla and Mahina on hand to help you colour-match correctly on-screen. There’s nothing quite like pros showing us how it’s done properly – say you’ll be there?
All these great strides by Pinterest come at a time when personalised beauty searches on the platform are rising. According to Pinterest’s latest Global Beauty Report, in June 2020, interest in natural hairstyles was on the up, with 28 times more searches for ‘natural hairstyle for Black women’ year on year, while the term ‘black lipstick aesthetic’ was searched 89% more compared with last year. The report also found that more of us are searching for natural beauty treatments that enhance our features rather than covering them up, with terms such as ‘Asian freckles’ up 59%, and twice as many searches for ‘models with acne’. On the flip side, searches for ‘wrinkle remover’ are down 30% and ‘scars remover’ fell by 96%.
Pinterest’s ‘search by skin tone’ tool is also now integrated into the platform’s augmented-reality ‘Try on’ feature, which allows users in the US to virtually try different shades of lipstick from brands including Estée Lauder, Sephora, BareMinerals, L’Oréal and Urban Decay before buying. Keep your eyes peeled – this feature is set to roll out in the UK this week.
Pinterest product manager Annie Ta said: “Pinterest is the home of inspiration, but it’s hard to be inspired if you don’t feel represented. We’re making each person’s Pinterest experience more relevant to them through new technology and ways to control the beauty results they see. 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.”