e.l.f. Beauty and Pinterest Turn Color Theory into Clicks

E.l.f. Beauty consistently positions itself at the forefront of digital innovation in the beauty industry, leveraging technology to drive engagement, accessibility, and brand loyalty. The company’s latest digital leap into color analysis continues solidifying its position at the forefront of beauty tech commerce.

As one of the first major beauty brands to embrace TikTok, e.l.f. Beauty launched the viral #eyeslipsface campaign in 2019, which organically gained over 7 billion views and was one of the most successful early social-first marketing endeavors. The brand also solidified its digitally native title with a deep understanding of how to connect with Gen Z consumers through a mobile app launched in 2022 that integrates loyalty rewards, personalized shopping features, and augmented reality try-on tools. E.l.f.’s loyalty program (the Beauty Squad) has over 4.5 million members and the e.l.f. Cosmetics app has been downloaded 1.8 million times, according to Consumer Goods Technology.

Continuing its social media dominance, e.l.f Cosmetics, a brand under e.l.f. Beauty, introduced color e.l.f.nalysis—a global, AI-powered digital experience designed to deliver free, personalized beauty recommendations via Pinterest. The tool analyzes user selfies, evaluates the skin’s hue, the face’s value, and chroma to determine a consumer’s “color season,” then pairs them with a curated Pinterest Board featuring shoppable e.l.f products tailored to their color profile.

Developed in collaboration with Pinterest and real-life color experts, the experience leverages visual search technology and user behavior insights. The program taps into Pinterest trends to fuel personalized content and shopping suggestions while utilizing Pinterest’s latest “collages” format and creator partnership tools to drive engagement.

“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. “We’re thrilled to partner with e.l.f. to bring this innovation to life and meet users exactly where inspiration strikes.”

To bring “color e.l.f.nalysis” to life, e.l.f. also tapped Movement Strategy—a social-powered creative agency that uses real-time insights and platform behavior to build brand strategies, breakthrough content, and influencer partnerships that move culture.

Color e.l.f.nalysis’s immersive digital experience pushes hyperpersonalized beauty into the social commerce evolution. Users can discover makeup shades that harmonize with their unique features and get matched with their unique Pinterest board featuring e.l.f. products curated to their individual color story. This is a shift in the use of AI and user-generated data to offer tailored experiences, increase conversion, and build deeper consumer trust.

“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 Officer at e.l.f. Beauty. “This tool, developed with Pinterest and in collaboration with real-life color 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.”

A study by Epsilon found that 80% of consumers are more likely to make a purchase when brands offer personalized experiences, and 71% expect companies to deliver tailored interactions. The demand for customization in beauty has never been higher. Color e.l.f.nalysis answers this call by transforming the often exclusive world of color theory into an accessible, data-driven, and socially integrated experience. By merging AI technology with Pinterest’s visual discovery platform, e.l.f. meets consumers where inspiration strikes and is setting a new standard for beauty, which is discovered, personalized, and shopped in a digital age. E.l.f. is cementing its role as a pioneer in beauty tech by blending innovation commerce with cultural fluency. As hyperpersonalization continues to define consumer expectations, e.l.f. is shaping how beauty successfully leverages.