Cosmetic brands have been trying to catch up on inclusion for a few months now with foundations, skincare, and shampoos that are (finally) suitable for the masses. But when it comes to beauty inspiration, we have to admit that the trends still tend to feature fair skin and long, straight hair. Pinterest wants to change that with a new feature, Hair Pattern, which allows users to find inspirational photos based on multiple different hair types.
What is "normal" hair? This label, found on many shampoo and conditioner bottles, seems obsolete today, but was it ever truly relevant? There are so many different types of hair. It is difficult find much inspiration in the latest trends and innovations, which are so rarely aimed at the entire world population. And yet the demand is there. Pinterest reports more than 5 billion 'Pins' just for hair beauty in July 2021. Suffice to say, there's plenty to do.
Towards a more inclusive beauty routine
After launching Skin Tone, a feature that offers users the ability to search for beauty based on multiple skin colors, Pinterest is offering a new tool. This time, it allows access to inspiration based on different hair types. It's made possible by a field of artificial intelligence known as computer vision as well as the collaboration of creators and users of all backgrounds and origins.
"The mission of the Inclusive Products team is to make all users feel welcome on Pinterest. As a visual discovery platform, we have the opportunity and responsibility to improve representation in the products we design. With Hair Pattern, we hope to put technology at the service of the common good and allow all users, regardless of who they are, to find hair ideas that match them," says Annie Ta, Head of Inclusive Product at Pinterest.
More concretely, it will now be possible to search for inspirations such as "summer hairstyles" or "glamorous hairstyles" and then refine the results via six subcategories: protective, frizzy, curly, wavy, straight, or bald/shaven. It's an initiative that will allow many more people to feel represented among the inspirations that can be found on the platform.
The French will have to wait for the next few months to access Hair Pattern, which is currently available in the United States, the United Kingdom, Ireland, Canada, Australia, and New Zealand.