E.l.f. Cosmetics has teamed up with Pinterest to introduce a new immersive digital experience for personalized beauty called “Color E.l.f.nalysis.”
The free tool helps users discover makeup shades that harmonize with their features, then matches them with a curated Pinterest board featuring shoppable E.l.f. products tailored to their individual color story. Users snap a selfie or upload one from their camera and the tool will analyze their hue (warm or cool), value (light or deep contrast) and chroma (bright or muted) to reveal their color season and custom Pinterest board.
“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 E.l.f. Beauty in a statement. “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.”
To bring the experience to life, E.l.f. worked with Pinterest’s insights team to map seasonal trends. By looking at user search, save and shop behavior on Pinterest, the Pinterest team identified trending searches to fuel E.l.f.’s curated boards. The experience also features Pinterest’s newest collages format, aimed at bringing color ideas to life in a more dynamic way.
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Pinterest Creators Tasked with Developing Season-Specific Content
E.l.f. also has partnered with Pinterest creators to develop season-specific content through the platform’s new creator partnership packages. This collaboration enables creators to produce Pinterest-first content and amplify their reach using Idea Ads with paid partnerships.
“With 1.6 billion makeup-related searches over the past year and a 22X 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 in a statement. “We’re thrilled to partner with E.l.f. to bring this innovation to life and meet users exactly where inspiration strikes.”
E.l.f. and Pinterest will bring the Color E.l.f.nalysis to the Pinterest Manifestival at the Carlton Beach Club in Cannes on June 19, 2025, where attendees will get an exclusive first look at the new tool and enjoy a mini-seasonal makeup styling session during the annual Cannes Lion advertiser summit.
