Beauty brands are thriving by strategically targeting Pinterest users. Nearly all frequent Gen Z users find new products on the platform—who now represent almost half of its global audience. In turn, L’Oreal brands like Maybelline, Garnier, Essie, and NYX Professional Makeup are using Pinterest’s enhanced ad features, including Collages Remix, to strengthen brand loyalty among young consumers. Maybelline specifically has significantly boosted its investment in reaching Gen Z, resulting in a 90% year-over-year growth, with this demographic generating the highest increase in search traffic for the brand on Pinterest compared to other L’Oreal brands. (Marketing Dive)
📊 YPulse data: 42% of 13-17 and 47% of 18-24-year-old females use Pinterest
