Pinterest AR Eyeshadow Try-On: Virtual Makeup Experience

Pinterest is enhancing its virtual makeup offerings by introducing a new augmented reality function that enables customers to digitally sample different eyeshadow colors. Currently, Pinterest is providing a try-on experience with 4,000 shades from brands including Lancome, YSL, Urban Decay, and NYX Cosmetics.

The functionality utilizes Pinterest’s established Lens visual search technology, its range of skin tone options, and recommendations powered by computer vision, according to the company. It is also reported that Pinterest is integrating components from data partner ModiFace, including digitization parameters that ensure accurate product recognition and high-quality rendering within ModiFace’s database.

This isn't Pinterest’s initial venture into virtual makeup. The company previously launched an AR try-on feature for lipsticks a year ago, which has since expanded to encompass 10,000 shades, available through 48 million beauty pins from brands such as Estée Lauder, bareMinerals, Neutrogena, NARS, Cle de Peau, Thrive Causemetics, NYX Professional Makeup, YSL Beauté, Lancôme and Urban Decay. Retailers, including Kohl’s, have also leveraged AR try-on technology to connect with consumers.

With the addition of eyeshadow try-on, users can now refine product search results based on criteria like color, price point, and brand. If a product appeals to them, they can immediately purchase it, save it to a board, or explore a “more like this” section for similar shades within Pinterest.

The expansion to eyeshadow allows users to create a more complete makeup look, rather than focusing on individual products. A toggle feature enables users to switch between trying on lipstick and eyeshadow simultaneously, as Pinterest explains.

Virtual makeup experiences powered by AR have become increasingly popular, driven by AR beauty applications like Perfect Corp’s YouCam Makeup, Sephora’s Virtual Artist, Ulta’s GLAMLab, and others. L’Oréal has also provided Live Try-On on its website and collaborated with Facebook to integrate virtual makeup into the platform. Target’s online Beauty Studio also offers virtual makeup options.

Recently, Google also entered the AR virtual makeup market, beginning with a limited feature on YouTube that allowed select beauty influencers to incorporate AR try-on experiences into their videos. In December 2020, Google broadened its AR try-on capabilities with the launch of virtual makeup try-on within Google Search, also in partnership with ModiFace.

However, Pinterest’s expansion into eyeshadow try-on positions it as a leader over Google in terms of visual search technology and virtual makeup. Pinterest currently offers a greater selection of lipstick shades than Google and now includes eyeshadow try-on functionality.

Pinterest is making the AR try-on feature available to brands at no cost, enabling them to create engaging shopping experiences and connect with customers earlier in their purchasing journey. The company states that it continues to generate revenue through advertising, including shopping ads, and does not monetize its AR features or implement revenue sharing on try-ons that result in sales.

“As we enhance Pinterest’s shopping capabilities with features like AR Try On, the platform becomes more engaging and useful for Pinners, potentially leading to increased usage and ad click-through rates,” a spokesperson stated. “Features like Try On and product catalog integration can often complement a paid advertising strategy, helping brands drive traffic across the site,” they added.

The timing of the eyeshadow try-on support is significant. Sales for some beauty brands have been impacted by the pandemic, particularly lipsticks, as face coverings diminish the visibility of lip color. Current beauty trends have shifted towards emphasizing the eyes, with vibrant and bold eyeshadow colors, creative eyeliner styles, and dramatic false lashes—trends that are also designed to be visually appealing in social media content.

Pinterest reports that its AR features are successfully converting potential shoppers into customers. In 2020, Pinterest observed that users would try on an average of six lipstick shades after initiating the AR try-on experience, and they were five times more likely to demonstrate purchase intent compared to standard Pins.

The new eyeshadow try-on is available now through the Lens camera within the Pinterest app for both iOS and Android devices.

Correction: Perfect Corp operates YouCam makeup, not ModiFAce. This has been updated to reflect the correct information.