With a combination of AR tech, influencers, and brand partnerships, Pinterest is vying to be “the next big social destination for beauty.” 

With a combination of AR tech, influencers, and brand partnerships, Pinterest is vying to be “the next big social destination for beauty.” As augmented reality continues to be a favorite of the beauty industry, Pinterest is “building up its credentials” by launching new features like an AR eyeshadow try-on tool where users can test products from Urban Decay, Pat McGrath, and Fenty Beauty, a lipstick try-on function, a skin tone finder, and tools to boost influencer content, including Story Pins and creator profiles. As their beauty and style verticals continue to grow, the app is finding various ways to boost that content. To amplify beauty content, they search for Gen Z-friendly makeup trends that have been emerging in the last year. “Pastel eyeshadow” grew by 12 times, “crazy eyeshadow” and “sunset eyeshadow” by four, and “butterfly eyeshadow” doubled. According to the company, Gen Z and men are the two fastest-growing demographics on the platform. (Glossy)