Pinterest is using artificial intelligence to turn beauty inspiration on its platform into practical instructions, allowing users to transform saved hair and nail images into actionable plans for salons or at-home use.
The company launched Beauty Guides on Tuesday, an AI-powered feature that analyses beauty Pins and translates the visual details into personalised guidance. The feature uses Pinterest’s visual understanding technology alongside a large language model to identify elements such as hairstyles, hair colour, nail shapes and finishes.
Users can open a hair or nail Pin in closeup and select the “Get the Guide” option. The resulting guide explains what users should ask for at a salon, provides terminology that professionals use and outlines what to expect during the appointment. It can also provide estimated costs and time requirements, suggest similar looks and explain maintenance needs.
For example, someone who saves a hairstyle without knowing its technical name could receive guidance identifying features such as balayage or a root melt, making it easier to communicate the desired look to a stylist. Pinterest said the feature initially covers hairstyle, hair colour, nail shape and nail finish.
The guides can also recommend relevant products and provide step-by-step instructions for users who want to recreate a look themselves. Pinterest said users can save the guides for a future appointment or use them while attempting the look at home.
The launch reflects Pinterest’s broader effort to use AI to make its image-driven platform more useful beyond simple discovery. Its Pinterest Intelligence system combines first-party signals, visual understanding technology and purpose-built AI models to interpret images and user intent.
The company is increasingly positioning Pinterest as a platform where users can move from inspiration to decisions and purchases. In September, Pinterest announced Visual Search Ads, allowing advertisers to place products alongside visual search results as users compare options and move closer to a purchase. Pinterest said users conduct more than 80 billion searches each month, with most being visual and more than half having a commercial intent.
Beauty Guides are initially available to iOS users in the United States, with Pinterest planning to expand the feature to more users and regions and eventually introduce guides across additional product categories.
The company also released its first Beauty Trend Report on Tuesday, highlighting emerging beauty trends based on activity on its platform. Pinterest said 85% of its weekly users discover new beauty trends and ideas on the platform before seeing them elsewhere, underscoring the potential value of turning that discovery behaviour into actionable recommendations.
For Pinterest, the AI feature strengthens its role in the consumer journey by helping users move from simply saving an image they like to understanding exactly how to recreate it in real life.
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