Skin Tone Ranges on Pinterest Added in 5 More Countries

Its Try On virtual lipstick AR experience is now live with over 10,000 shoppable shades

Newly added brands to Pinterest's Try On feature include Cle de Peau, Nars and Thrive Causemetics Pinterest

Pinterest extended the skin tone ranges feature it introduced in January 2019 to five more countries and added new brands to its virtual lipstick augmented reality Try On experience.

Skin tone ranges—which Pinterest originally began beta-testing in April 2018—are now available in Australia, Canada, Ireland, New Zealand and the U.K., joining the U.S.

Pinterest said the design and technology of the feature have been upgraded, and it is now three times as likely to detect multiple skin tone ranges in top search results than when it debuted.

The company added that the lipstick Try On experience is now live with over 10,000 shoppable shades across 48 million beauty Pins, and newly added brands include Cle de Peau, Nars and Thrive Causemetics.

Pinterest said that since Try On debuted in January, Pinners sample an average of six lipstick shades and are five time more likely to show purchase intent on Pins enabled with the feature than on standard Pins.

Product manager Annie Ta said in a blog post, “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 personalized ideas, and all should feel welcome. A more diverse Pinterest is a more useful, positive and powerful one.” David Cohen is editor of Adweek's Social Pro Daily.