Pinterest has enhanced and upgraded its skin tone search feature, which uses machine vision to organise pins on its beauty category on the site by skin tone.
The social media platform has updated its platform to cater to the growing demand for personalised beauty.
The feature first launched in the US in 2018 and is now available in the UK, Ireland, Canada, Australia, and New Zealand.
The feature has been created to make it easier for beauty fans to find content relevant to them.
Search mechanisms often encounter a common problem where certain queries default to show white faces. Pinterest said it is helping users find content they want to see by giving beauty fans the option to refine their searches based on skin tones.
The feature is now more transparent allowing users to search for content which delivers better and accurate results, says Pinterest.
The social media platform offers searches such as “grey hair on dark skin women,” “blonde hair colour ideas for fair skin blue eyes,” and “soft natural makeup for Black women“ as examples of fine-tuned results the feature can now deliver.
In addition, search by skin tone has also been integrated into the company’s augmented reality Try On feature, which allows users to search for lipstick shades and try them on virtually. This feature is currently only available in the US but is launching in the UK “in the coming months.”
Pinterest’s virtual try-on lipstick range has also expanded to include over 9,000 shades.
Pinterest’s Head of Inclusive Product, Annie Ta said: “Pinterest is the home of inspiration, but it’s hard to be inspired if you don’t feel represented.”
“We’re making each person’s Pinterest experience more relevant to them through new technology and ways to control the beauty results they see.”
“With these updates, Pinterest is becoming a more inclusive place to discover and shop for beauty ideas.”
“No one should have to work extra hard to uncover personalised ideas, and all should feel welcome. A more diverse Pinterest is a more useful, positive and powerful one.”