The social media platform on Tuesday (Oct. 6) launched “Beauty Guides,” described as an artificial intelligence (AI)-powered experience that “turns hair and nail Pins into personalized, actionable guides” to help users recreate the looks they find on Pinterest.
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“Beauty Guides use Pinterest’s visual understanding technology to analyze a look in a Pin, identifying details such as hairstyle, color, nail shape and finish,” the release said. “That visual understanding is combined with a large language model to turn what you see on Pinterest into a useful guide for real life, including what to ask for at the salon, what to expect during an appointment, similar looks to explore, relevant products and set by step instructions.”
The experience targets what Pinterest calls a familiar challenge in beauty discovery: people often know what they want when they see it, even if they don’t have the words to describe it. Beauty Guides help close that gap by understanding an image and turning visual inspiration into something users can act on.
“People come to Pinterest with a point of view, even if they don’t know the words to describe it,” said Matt Madrigal, Chief Product and Technology Officer at Pinterest. “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.”
Pinterest added that the launch is happening in tandem with its inaugural Beauty Trend Report , which it says includes “proprietary insights into how people discover and engage with beauty trends, products and brands on the platform.”
PYMNTS wrote last month that Pinterest’s seemingly simple experience is driven by “one of the most complex artificial intelligence systems in social media,” helping recommend the right image out of a collection of billions in real time.
“The bigger challenge was doing this without becoming just another feed built to keep people scrolling,” that report said. “Pinterest wanted AI that pointed users toward genuine inspiration, not one designed to maximize time spent on the app. That meant building trust and safety into the technology from the start, not adding it later as a patch.”
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