Global beauty brand e.l.f. Cosmetics has teamed up with Pinterest to launch an AI-powered digital experience designed to help users find their ideal makeup shades.

The "Colour e.l.f. analysis" tool provides personalised beauty recommendations based on users' unique colour profiles, helping them discover makeup shades that complement their natural features.

During the experience, users can upload or take a selfie, after which the tool assesses their shade (warm or cool), value (light or deep), and chroma (bright or muted) to determine their seasonal colour palette. They are then matched with shoppable, curated Pinterest boards tailored to their results.

To develop the tool, e.l.f. worked with Pinterest’s insight team to analyse seasonal trends, which informed the creation of e.l.f.’s curated boards. Recent Pinterest search data revealed a 23 per cent increase in searches for "real summer make-up" and a 30 per cent rise in "spring colour palette analysis".

As part of the collaboration, e.l.f. is also partnering with Pinterest creators to produce season-specific content through the platform’s new creator partnership packages. This initiative enables creators to develop Pinterest-first content and expand their reach using Idea Ads with paid promotions.

Patrick O’Keefe, chief integrated marketing communications officer at e.l.f. Beauty, highlighted the tool’s goal of making personalised colour analysis accessible to all.

“This tool, developed with Pinterest and in collaboration with real-life colour 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 e.l.f. product matches in just a few taps,” he said.

The technology will debut at Pinterest’s Manifestival in Cannes on 19 June, where attendees can try the tool and receive personalised styling sessions.

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