When someone opens an eligible hair or nail Pin, they can select “Get the Guide” to view the recommendations. The guide can then be saved for a future appointment or used as a reference for recreating the look at home.
Pinterest says the feature is intended to solve a common problem in beauty discovery: users may know they like a look without knowing how to describe it or explain it to a stylist.
“People come to Pinterest with a point of view, even if they don’t know the words to describe it,” said Matt Madrigal, Pinterest’s chief product and technology officer. “Beauty Guides use our visual understanding technology and AI to help people go from seeing a look they love to knowing how to make it their own, whether that means knowing what to ask for at the salon, finding the right products or recreating the look at home.”
The feature also reflects Pinterest’s broader push to make visual discovery more actionable. Rather than relying only on text searches, Pinterest can analyze the content of an image and use AI to generate guidance based on what the user is viewing.
Beauty Guides is part of Pinterest Intelligence, the company’s system that combines first-party signals, visual understanding technology and purpose-built AI models to personalize experiences across the platform.
Pinterest is initially focusing the feature on hair and nails, two categories where users frequently save visual references before appointments or purchases.
The company says more than 85% of Pinterest users who make beauty purchases discover new beauty ideas on the platform before seeing them elsewhere. Pinterest also says users are more likely than the competitive average to describe its beauty content as highly relevant to them, including content suited to their skin tone and hair type.
Pinterest is also tying the feature more closely to commerce. Guides can surface products related to a look, giving users another path from inspiration to purchase.
Beauty Guides is now available to iOS users in the U.S. Pinterest plans to expand access to more users and regions over time and extend the guide format into additional product categories.
This analysis is based on reporting from Pinterest.
Image courtesy of Pinterest.
This article was generated with AI assistance and reviewed for accuracy and quality.
