e.l.f. Launches “color e.l.f.nalysis” with Curated Pinterest Boards

Personalized tool democratizes access to color analysis for every eye, lip, and face.

OAKLAND, Calif. – e.l.f. Cosmetics, a brand under e.l.f. Beauty (NYSE:ELF), is launching “color e.l.f.nalysis,” a new digital experience designed to bring personalized beauty to the masses. The tool promises to match users with makeup shades that complement their unique features, guiding them to curated Pinterest boards brimming with shoppable e.l.f. products tailored to their individual color profiles.

e.l.f. Cosmetics, launches “color e.l.f.nalysis”—a global, immersive digital experience for personalized beauty. With this tool, users can discover makeup shades that harmonize with their unique features and get matched with a curated Pinterest board featuring shoppable e.l.f. products tailored to their individual color story.

The new, free tool offers a color-season analysis experience – removing the need for guesswork. Users simply upload a selfie, and the tool analyzes their skin’s hue (warm or cool), value (light or deep), and chroma (bright or muted) to reveal their color season and recommend a custom Pinterest board of products.

“‘color e.l.f.nalysis’ is about breaking down beauty barriers, making personalized color analysis accessible to everyone, at no cost,” stated Patrick O’Keefe, Chief Integrated Marketing Communications Officer at e.l.f. Beauty. He added that the tool, developed in collaboration with real-life color experts and Pinterest, enhances rather than replaces the human touch. It presents “a smart, seamless, and fun method for our community to uncover what resonates, enabling them to discover their perfect e.l.f. product matches with a few taps.”

To bring the experience to life, e.l.f. collaborated with Pinterest, leveraging user search, save, and shopping data to map seasonal trends. The visual platform saw a 23% spike in searches for “true summer makeup” and a 30% increase in “spring color palette analysis,” all of which powered e.l.f.’s curated boards. The tool also leverages Pinterest’s latest collage format, bringing color combinations to life in an innovative way.

“With 1.6 billion makeup-related searches over the last year, and a 22x increase in interest around tools like ‘color season analysis,’ it’s crystal clear that consumers are hungry for tailored beauty experiences,” said Katie Dombrowski, VP of CPG at Pinterest. “We’re excited to partner with e.l.f. to bring this innovation to life.”

e.l.f. partnered with Pinterest creators to develop season-specific content through the platform’s new creator partnership program, enabling creators to produce Pinterest-first content. To bring “color e.l.f.nalysis” to life, e.l.f. also worked with Movement Strategy, a creative agency that uses real-time insights to build brand strategies and content.

E.l.f. is changing the game for beauty lovers on Pinterest. Find your perfect colors here.

e.l.f. and Pinterest will spotlight “color e.l.f.nalysis” at the Pinterest Manifestival at the Carlton Beach Club in Cannes on June 19, 2025. Attendees will receive an exclusive preview and a mini seasonal makeup styling session.

About e.l.f. Cosmetics

e.l.f. Beauty (NYSE: ELF) is built on the belief that anything is e.l.f.ing possible. The company aims to be a disruptor, shaping culture and connecting communities through positivity, inclusivity, and accessibility. e.l.f. Cosmetics, its global flagship brand, offers premium quality products at accessible prices – all cruelty-free, vegan, and double-certified by Leaping Bunny and PETA.
Learn more at www.elfcosmetics.com.

About Pinterest

Pinterest is a visual search and discovery platform where people find inspiration, curate ideas and shop. Launched in 2010, the platform has over half a billion monthly active users worldwide.

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