Pinterest Launches Virtual Makeup ‘Try On’ Feature, Starting with Lipstick

A new Pinterest feature will allow users to virtually try on products, starting with lipstick, before they shop from retailers like Estée Lauder, Sephora, bareMinerals, Neutrogena, NYX Professional Makeup, YSL Beauté, Lancôme and Urban Decay from L’Oréal. To use the new feature, Pinners will first open Pinterest’s smart camera, “Lens,” while in Search, then click “Try it” to explore the different lipstick shades available. To shop the products, you just swipe up.

The company says it started “Try on” with lipstick because it’s one of the most searched beauty-related items on the site. Pinterest says lipstick will be followed by more try on-enabled beauty products and categories in the future. The new Try on feature is launching today on Pinterest in the U.S., on both iOS and Android mobile. The feature will later expand internationally as well as to more platforms.