Pinterest Filters Let Users Search Beauty Content By Skin Tone

Pinterest Filters Let Users Search Beauty Content By Skin Tone

The inclusive discovery tool uses AI to tailor results to users looking for product inspiration and beauty tips

Sierra Holt
  • 9 may 2018

Pinterest users will soon have an AI tool that will allow them to search for beauty images and products that match their skin tone. Currently in beta, the update promises a more inclusive search experience by enabling users to filter results that are relevant to them.

The machine learning that makes it possible comes from a collaboration with ModiFace, a beauty-focused augmented reality company that has created artificial intelligence software that matches images by color. The software also records the images with the most likes and clicks and suggests similar looking photographs to be placed beside them.

This new search method came from a growing need for Pinterest users who were not easily able to match beauty content—historically biased toward light complexions—on the site with their own skin. Beauty is the fifth-most searched category on the network. Over half of Pinterest’s user activity is based on finding new beauty items, and 40% of these users pin these images onto their personal boards.

As of now, Pinterest offers four skin tone ranges. The company plans to expand the number of options as it continues to develop the tool.


Lead Image: Bernard Osei | Unsplash

+artificial intelligence
+product experience
+Social Media
+visual search

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