Pinterest launches AI Beauty Guides for hair and nail inspiration

Pinterest has launched Beauty Guides, an AI feature that turns hair and nail images into practical guidance for salon appointments and product discovery. Initially available to iOS users in the US, the launch extends the platform’s role in how consumers plan beauty services.

Users access the feature by opening an eligible hair or nail Pin and tapping “Get the Guide”. Pinterest’s visual understanding technology identifies details such as hairstyle, colour, nail shape and finish, which a large language model then uses to generate a personalised guide.

The guides explain what to ask for at the salon and what to expect during an appointment, alongside similar looks and relevant products. Some also include step-by-step instructions for recreating a look at home. Users can save the information to take to their next appointment.

“People come to Pinterest with a point of view, even if they don’t know the words to describe it,” said Matt Madrigal, Chief Product and Technology Officer at Pinterest. “Beauty Guides use our visual understanding technology and AI to help people go from seeing a look they love to knowing how to make it their own, whether that means knowing what to ask for at the salon, finding the right products or recreating the look at home.”

The feature could influence consultations by giving clients AI-generated descriptions and expectations to bring alongside their reference images. The inclusion of relevant products also connects choosing a look with shopping for the products to recreate it. The launch accompanies Pinterest’s first Beauty Trend Report, which highlights increasingly specific searches for looks such as textured French bobs and mocha balayage. Pinterest is also partnering with Sephora on content and products linked to the report’s makeup maximalism trend.

Pinterest plans to expand Beauty Guides to more users and regions, as well as additional product categories.