As part of its commitment to make its website more inclusive and personalized, Pinterest now allows users outside the U.S., in the UK, Canada, Ireland, Australia and New Zealand, to search for beauty-related pins based on skin tone. The brand has also improved the search results technology.

Users can filter beauty results by skin tone on the search results page. With the new update, the number of pins where a skin tone can be identified has quadrupled.? Pinterest’s skin tone signal is now three times as likely to detect multiple skin tone ranges in top search results.

“Pinterest is the home of inspiration, but it’s hard to be inspired if you don’t feel represented,” said Pinterest product manager Annie Ta in a statement. “We’re making each person’s Pinterest experience more relevant to them through new technology and ways to control the beauty results they see. With these updates, Pinterest is becoming a more inclusive place to discover and shop for beauty ideas. No one should have to work extra hard to uncover personalized ideas, and all should feel welcome. A more diverse Pinterest is a more useful, positive and powerful one.”

According to the brand, in June, global searches for beauty results based on skin tone, such as “grey hair on dark skin women,” “blonde hair colour ideas for fair skin blue eyes,” “soft natural makeup for Black women,” “brown hair colours for fair skin” and “nude lipstick for dark skin” were among some of the top trending beauty searches.

The innovation is definitely a pin in the right direction.

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