How beauty shines on Pinterest

Pinterest on a tablet chocolate bar and painting nails

Pinterest helps millions of people discover their style, find the right hair & beauty products and learn how to put it all together.  In fact, there are more than 1.7 billion beauty-related Pins and 44 million beauty boards. It’s no surprise then that women on Pinterest are 28% more likely to be beauty shoppers than the average woman, according to comScore.

People’s interests around beauty tend to fall into four categories:

  • New looks to discover, which inspire you to try new things with your hair and makeup, during everyday and special occasions 
  • Products to buy, whether that’s discovering new products or comparing different brands
  • DIY tips, or visual tutorials that help you style your hair and makeup better

  • Eye candy, unusual and dramatic styles that turn heads

Even if your business isn’t about beauty, you can think of organizing your Pins around these loose themes: everyday inspiration, products, DIY tips and aspirational imagery. Create boards that take people from discovery to action, offering inspiration and guidance along the way. 

If you’re interested in reaching beauty lovers, you can also use some of the most popular beauty terms in your Pin descriptions—a lot of people are searching for them:

  • More than 35 million beauty tutorial Pins have been added by nearly 7 million people
  • More than 9 million people have added “hair cut” or “hair color” Pins
  • More than 7 million people have added “make-up” Pins
  • More than 3 million people have added “stylist” Pins
  • More than 6.3 million people have added wedding hair Pins
  • More than 1.5 million people have added beauty “hack” Pins
  • More than 2 million people have added a wishlist for beauty products
  • More than 2 million people have nail color boards

If you want to take a look at how beauty brands use Pinterest,  read our case study for Sephora or check out a few of these popular accounts: The Beauty DepartmentBeautylishBirchboxBobbi BrownessieHair RomanceMaybellineOPI and TRESemmé

— Tashfeen Ahmed & Larkin Brown