e.l.f. Introduces “color e.l.f.nalysis” and Curated Pinterest Boards

OAKLAND, Calif.--(BUSINESS WIRE)--Jun 16, 2025--

e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE:ELF), introduces “color e.l.f.nalysis”—a global, immersive digital experience for personalized beauty. With this tool, users can discover makeup shades that harmonize with their unique features and get matched with a curated Pinterest board featuring shoppable e.l.f. products tailored to their individual color story.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250615017634/en/

This innovative and free experience delivers color-season analysis at your fingertips—no gatekeeping, no guesswork. Just snap a selfie (or upload one from your camera roll), and the tool analyzes your hue (warm or cool), value (light or deep contrast), and chroma (bright or muted) to reveal your color season and custom board.

“‘color e.l.f.nalysis’” is about breaking down beauty barriers and making personalized color analysis accessible to every eye, lip, and face—for free,” said Patrick O’Keefe, Chief Integrated Marketing Communications Officer at e.l.f. Beauty. “This tool, developed with Pinterest and in collaboration with real-life color 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.”

To bring this experience to life, e.l.f. worked with Pinterest's insights team to map seasonal trends. By looking at user search, save, and shop behavior on Pinterest —including, a 23% increase in “true summer makeup” 1 and a 30% increase in "spring color palette analysis” 2 — the Pinterest team identified trending searches to fuel e.l.f.’s curated boards. The experience also features Pinterest's newest collages format, bringing color ideas to life in a dynamic way that reaches shoppers exactly when inspiration strikes.

“With 1.6 billion makeup-related searches over the past year and a 22x increase in interest around tools like ‘color season analysis,’ it’s clear consumers are craving personalized beauty experiences,” said Katie Dombrowski, VP of CPG at Pinterest. “We're thrilled to partner with e.l.f. to bring this innovation to life and meet users exactly where inspiration strikes.”

e.l.f. partnered with Pinterest creators to develop season-specific content through the platform's new creator partnership packages. This collaboration enables creators to produce Pinterest-first content and amplify their reach using Idea Ads with paid partnerships. To bring “color e.l.f.nalysis” to life, e.l.f. also tapped Movement Strategy — a social-powered creative agency that uses real-time insights and platform behavior to build brand strategies, breakthrough content, and influencer partnerships that move culture.

e.l.f. is changing the way beauty lovers discover, explore, and shop for their perfect colors on Pinterest. Explore the experience here.

e.l.f. and Pinterest will bring “color e.l.f.nalysis” to Pinterest Manifestival at the Carlton Beach Club in Cannes on June 19, 2025. Attendees will get an exclusive first look at the new tool and enjoy a mini seasonal makeup styling session.

About e.l.f. Cosmetics

e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is e.l.f.ing possible. We are a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. e.l.f. Cosmetics, our global flagship brand, makes the best of beauty accessible to every eye, lip and face by bringing together the best of beauty, culture and entertainment. Our superpower is delivering universally appealing, premium quality products at accessible prices that are e.l.f. clean and vegan, all double-certified by Leaping Bunny and PETA as cruelty free. We are proud to have products made in Fair Trade Certified™ facilities. Learn more at www.elfcosmetics.com.

About Pinterest

Pinterest is a visual search and discovery platform where people find inspiration, curate ideas and shop products—all in a positive place online. Headquartered in San Francisco, Pinterest launched in 2010 and has over half a billion monthly active users worldwide.

 

e.l.f. Cosmetics, launches “color e.l.f.nalysis”—a global, immersive digital experience for personalized beauty. With this tool, users can discover makeup shades that harmonize with their unique features and get matched with a curated Pinterest board featuring shoppable e.l.f. products tailored to their individual color story.

CAPE CANAVERAL, Fla. (AP) — NASA’s giant new moon rocket headed to the launch pad Saturday in preparation for astronauts’ first lunar fly-around in more than half a century.

The out-and-back trip could blast off as early as February.

The 322-foot (98-meter) rocket began its 1 mph (1.6 kph) creep from Kennedy Space Center’s Vehicle Assembly Building at daybreak. The four-mile (six-kilometer) trek was expected to take until nightfall.

Throngs of space center workers and their families gathered in the predawn chill to witness the long-awaited event, delayed for years. They huddled together ahead of the Space Launch System rocket’s exit from the building, built in the 1960s to accommodate the Saturn V rockets that sent 24 astronauts to the moon during the Apollo program. The cheering crowd was led by NASA’s new administrator Jared Isaacman and all four astronauts assigned to the mission.

Weighing in at 11 million pounds (5 million kilograms), the Space Launch System rocket and Orion crew capsule on top made the move aboard a massive transporter that was used during the Apollo and shuttle eras. It was upgraded for the SLS rocket’s extra heft.

The first and only other SLS launch — which sent an empty Orion capsule into orbit around the moon — took place back in November 2022.

“This one feels a lot different, putting crew on the rocket and taking the crew around the moon,” NASA’s John Honeycutt said on the eve of the rocket’s rollout.

Heat shield damage and other capsule problems during the initial test flight required extensive analyses and tests, pushing back this first crew moonshot until now. The astronauts won’t orbit the moon or even land on it. That giant leap will take come on the third flight in the Artemis lineup a few years from now.

Commander Reid Wiseman, pilot Victor Glover and Christina Koch — longtime NASA astronauts with spaceflight experience — will be joined on the 10-day mission by Canadian astronaut Jeremy Hansen, a former fighter pilot awaiting his first rocket ride.

They will be the first people to fly to the moon since Apollo 17’s Gene Cernan and Harrison Schmitt closed out the triumphant lunar-landing program in 1972. Twelve astronauts strolled the lunar surface, beginning with Neil Armstrong and Buzz Aldrin in 1969.

NASA is waiting to conduct a fueling test of the SLS rocket on the pad in early February before confirming a launch date. Depending on how the demo goes, “that will ultimately lay out our path toward launch,” launch director Charlie Blackwell-Thompson said on Friday.

The space agency has only five days to launch in the first half of February before bumping into March.

The Associated Press Health and Science Department receives support from the Howard Hughes Medical Institute’s Department of Science Education and the Robert Wood Johnson Foundation. The AP is solely responsible for all content.

In this photo provided by NASA, the Artemis II SLS (Space Launch System) rocket and Orion spacecraft, secured to the mobile launcher, is seen inside the Vehicle Assembly building as preparations continue for roll out to Launch Pad 39B, Thursday, Jan. 15, 2026, at the Kennedy Space Center in Florida. (Aubrey Gemignani/NASA via AP)

NASA's Artemis II SLS (Space Launch System) rocket and Orion spacecraft, secured to the mobile launcher, is seen inside the Vehicle Assembly building as preparations continue for roll out to Launch Pad 39B, Thursday, Jan. 15, 2026, at NASA's Kennedy Space Center in Florida. (Keegan Barber/NASA via AP)