Key Takeaways
• e.l.f. launched a selfie-powered AI tool that builds personalised, shoppable beauty boards.
• It combines colour theory with real-time AI analysis for makeup matches that fit.
• Pinterest becomes both the discovery engine and the purchase destination.
• This could reshape how beauty brands deliver personalisation in the digital age.
How does a selfie become your shopper?
e.l.f.’s new Colour elfnalysis tool takes a user-uploaded photo and uses generative AI to deliver hyper-personalised makeup recommendations.
• Hue: Determines if your undertone is warm or cool
• Value: Measures your skin tone depth (light to deep)
• Chroma: Identifies the brightness or softness of colouring
Based on those results, users receive a Pinterest board tailored to their seasonal colour type, Spring, Summer, Autumn, or Winter, with clickable e.l.f. Product suggestions.
Why partner with Pinterest and why now?
Pinterest is already a hub for visual shopping. People use it to plan, dream, and discover. Now, with this tool, they can shop with purpose based on data-driven insight.
— Patrick O’Keefe, Chief Integrated Marketing Communications Officer, e.l.f. Beauty
Launching during Pinterest’s Manifestival event in Cannes, the feature taps into the platform’s growing trend of seasonal makeup searches and visual-first engagement.
What’s the real innovation here?
This isn’t just smart tech for novelty’s sake. It’s a new framework for intent-based, visually informed commerce.
• The AI reads your selfie and assigns your colour season
• Pinterest curates and displays personalised looks and palettes
• e.l.f. closes the loop by offering the exact products to match
The value? Precision, convenience, and a sense of being understood at scale.
So what does this mean for beauty brands?
If shoppers can upload a selfie and get tailored looks instantly, generic product grids and static shade charts won’t cut it anymore.
e.l.f. is establishing a new expectation: AI-powered, shoppable beauty journeys that feel effortless, personalised, and native to how consumers already browse online.
e.l.f. Just redefined the online beauty experience where discovery, validation, and purchase happen in one intuitive flow.
This isn’t just a trend. It’s a transformation. And your next lipstick might not come from the store but from your selfie.
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