Pinterest's Beauty Guides turn Pins into salon plans

Pinterest's new Beauty Guides feature arrives as the company looks to make its vast collection of saved images more useful beyond passive inspiration. By building on Pinterest Intelligence, its visual intelligence and generative AI technology, the company is slotting AI into an existing user habit: bringing a photo to a salon appointment. The feature addresses a practical gap—many people know what look they want but lack the specific terms, like balayage or root melt, that stylists use. It also gives cost and time expectations up front, which could help users avoid surprises.

The guides will appear when users tap the "Get the Guide" button, offering details on what to request, how long it takes, price range, and maintenance requirements such as how often to trim, tone, or touch up. At launch, the feature covers hairstyle, color, nail shape, and finish categories. The stakes for Pinterest hinge on whether these guides feel accurate and genuinely helpful across those categories; if they do, the feature could strengthen engagement by connecting saved Pins to real-world action, though its narrow initial scope means broader beauty and lifestyle categories would be needed to reach most users.