January 30, 2019

How AI and Machine Learning Are Changing the Future of Beauty

This week Pinterest widely rolled out a search feature that allows its users to filter results by skin tone. Using machine learning, the filter only appears for certain beauty searches, displaying a pop-up menu of skin tone palettes. The company began testing this search tool last year to help users fine-tune their search results and ultimately bring relevant beauty tips, makeup and hair advice to all women, regardless of their skin tone.

Pinterest is hardly the only company that uses the latest technology in the beauty space. Major beauty brands like Proctor & Gamble are investing in artificial intelligence and machine learning as well as augmented reality as a way to reach younger beauty buyers. SK-II, a Japanese cosmetics line owned by Proctor & Gamble, launched the SK-II Future X Smart Store, a pop-up experience that features facial recognition, computer vision and AI to scan and analyze skin and to view the results on an interactive skincare wall.

Machine learning can also fix a bad hair day. Function of Beauty, a New York-based hair care startup, uses machine learning to customize its shampoos and conditioners according to each of its customers’ hair type and styling preferences. The company’s haircare line was developed using machine learning algorithms by an MIT computer scientist. This results in personalized ingredients that will fulfill all of your hair needs in a single shampoo, conditioner or hair mask, and no two bottles are alike.

The growing trend of fusing tech with beauty isn’t just about mass personalization of products to meet the individual demands of a unique consumer. But this also caters to diversity and inclusion, as illustrated in the Pinterest’s case. Artificial intelligence and machine learning made it possible for more people to access products and services across the beauty industry, and we are excited to help brands utilize these latest innovative solutions to connect to their audience.


-Johan Loekito
Associate Art Director