Pinterest launches AR based makeup feature ‘Try On’

Millions of users search for makeup and beauty inspirations on Pinterest every day. Now Pinterest is introducing a new augmented (AR) reality feature that allows users to virtually try on new makeup looks, starting with lipsticks.

The new function ‘Try On’ can be found under Pinterest’s smart camera ‘Lens’. With just one click, user can view all available lip colours and with the help of AR test how a shade will look on them. With a swipe up, they can purchase products directly from brands such as Estée Lauder, Sephora, bareMinerals, Neutrogena and the L’Oréal brands NYX Professional Makeup, YSL Beauté, Lancôme, and Urban Decay.

Br24 Blog Pinterest Try On feature: View of the new Try On feature within Pinterest and in action using the Pinterest smart camera Lens
Image: © Pinterest

In addition, a ‘Try On’ button will appear on selected products as well as when searching for related terms such as “red lips” or “matte lips”. Furthermore, users can browse through pins with the same look via ‘more like this’. If they discover a pin with a lip colour they like, they can try on a similar shade by clicking ‘see similar looks’. In this way, Pinterest offers its users various options to virtually try out different lip colours before deciding on a specific product and to buy it afterwards.

Br24 Blog Pinterest Try On feature: View of the 'Try similar looks' function
Image: © Pinterest

‘Try On’ is also integrated in the skin tone range feature that was introduced in 2018. Making it possible for Pinners to explore different lip colours in connection with skin tones that match their own. Pinterest emphasizes that the new function does not in any way change the own skin tone.

“And with Try On, you won’t find skin smoothing or image altering effects that make you look less like you (as you might see on some other AR technologies). We believe in celebrating you, and so our AR won’t be augmenting your reality, but rather helping you to make happy and real purchases for your life.”

Br24 Blog Pinterest Try On feature: View of the Try On feature in combination with skin tone feature
Image: © Pinterest

Beauty and makeup are among the hottest topics on Pinterest. According to Pinterest, more than 52 million of their users interact with these topics every month on the platform. Lipsticks are one of the most searched beauty products. It is therefore only logical that Pinterest decided to start the ‘Try On’ feature with these products. Further categories and products are to come.

Pinterest is not the first platform or brand to offer virtual makeup features in connection with AR. Sephora integrated an AR based ‘Virtual Artist’ tool in its beauty app. L’Oréal offers a live ‘try on’ feature on its website and has partnered with Facebook to allow users to try makeup looks using the Facebook camera.

Pinterest’s ‘Try On’ for lipstick colours is currently only available in the USA for iOS and Android. The worldwide rollout will follow.