e.l.f  Cosmetics and Pinterest partner to revolutionize cosmetics with personalized digital beauty tool 

USA – e.l.f. Cosmetics,  a brand under e.l.f. Beauty, has launched “colour e.l.f.nalysis”, an interactive global digital experience designed to personalize beauty choices. 

According to the brand, this platform is designed to help users find makeup shades that complement their unique features and connect them to a personalised, shoppable Pinterest board showcasing e.l.f. products aligned with their colour profiles.

The “colour e.l.f.nalysis” tool is set to analyze three key aspects of an individual’s colouring: hue (warm or cool), value (light or deep contrast), and chroma (bright or muted)—to determine their colour season.

Patrick O’Keefe, Chief Integrated Marketing Communications Officer at e.l.f. Beauty, stated, “‘colour e.l.f.nalysis’” is about breaking down beauty barriers and making personalized colour analysis accessible to every eye, lip, and face—for free.”

“This tool, developed with Pinterest and in collaboration with real-life colour experts, complements, not replaces, the human touch. It’s a smart, seamless, and fun way for our community to discover what works for them and find their perfect e.l.f. product matches in just a few taps.”

This initiative was developed in collaboration with Pinterest’s insights team, and it leverages real-time consumer trends, including a 23% increase in searches for “true summer makeup” and a 30% rise in “spring colour palette analysis.

In addition, e.l.f. partnered with Pinterest creators to develop season-specific content, utilizing the platform’s creator partnership packages. 

This collaboration enables influencers to produce Pinterest-first content, amplifying their reach through Idea Ads with paid partnerships.

e.l.f. redefines digital beauty engagement, ensuring that every user finds their ideal shade with confidence by integrating data-driven insights, interactive technology, and curated shopping.

Meanwhile,  e.l.f Beauty recently acquired Rhode, the rapidly growing lifestyle beauty brand founded by Hailey Bieber, in a USD 1 billion deal, expanding its portfolio.

The acquisition marks a strategic move that unites two brands committed to innovation and market disruption, laying a strong foundation for accelerated global expansion.

According to the company, the USD 1 billion deal includes an upfront payment of USD 800 million in a mix of cash and stock, subject to standard closing adjustments.

An additional USD 200 million may be paid out as an earnout, based on Rhode’s performance and growth over the next three years.

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