Amazing new products and innovations are constantly launched in the beauty industry. From Korean skincare to lip plumping lipglosses, there is something for everyone. And now, customers can customize their look based on their undertones, skin color, and chroma.
e.l.f. Cosmetics is one of the brands leading this charge, taking this step toward custom options based on individual features and color analysis.
The Innovation Of Color e.l.f.nalysis
e.l.f. Cosmetics uses AI to perform a color analysis on its users when they upload selfies to the site. After the color analysis is done, e.l.f. recommends a full face of products that best match the user’s features.
This tool is free for users, a pleasant change from the days of costly color analysis from professionals or vague suggestions from in-store employees.
Technical Process & User Experience
Pinterest and e.l.f. Cosmetics have teamed up to create this revolutionary user experience. Here’s how it works: First, users must upload a well-lit selfie to the site. Then, using expert insight into undertone, contrast, and chroma, AI analyzes the selfie and assigns the user a seasonal palette. Lastly, users receive a curated Pinterest board of e.l.f. Products that are the best fit for their assigned seasonal palette.
The entire process takes minutes from start to end.
Democratizing Color Theory
Viral trends have made seasonal color theory a topic of interest in recent years. However, the analytical process is not very accessible to most people—random tips and tricks to analyze your undertones at home aren’t very reliable. And, expert analysis can be incredibly costly.
e.l.f. ‘s approach changes things by making color analysis simple and free for all users. Patrick O’Keefe from e.l.f. said this new tool is “breaking down beauty barriers.”
Benefits to Consumers & Brand
Many women can relate to going into a store and being unsure what color foundation, concealer, or lipstick suits them best. But access to tools like Color e.l.f.nalysis makes this process much easier.
Beauty product buyers benefit from the ease of the process and can feel a little more confident about their choices.
Competitive Context & Industry Trends
e.l.f Cosmetics isn’t alone in its personalization technology. Several other major beauty brands have embraced AI and AR tools to provide these bespoke customer services. Brands like ‘L’Oréal, Charlotte Tilbury, Fenty Beauty, and Clinique have all invested in similar tools.
What sets e.l.f. apart from that? Its color analysis service is completely free and does not require a subscription or any other barriers to access.
e.l.f. Halo Glow Extensions
e.l.f Cosmetics color analysis isn’t the only thing making waves in the beauty industry in 2025. The brand’s Halo Glow Liquid Skin Tint with SPF 50 and Powder Filter have also received high praise.
The Halo Glow Liquid Skin Tint with SPF 50 has been getting rave reviews for its luminous coverage, while the Powder Filter has been popular among customers for its thermal finish. Other brands have also been making waves in the beauty industry, and we’ll discuss a few of them below.
Huda Beauty x Saint Levant
Celebrity and brand collaborations have been popular among fans and customers. Palestinian rapper Saint Levant and Huda Beauty have executed this very well. The partnership has a shade‑and‑scent lip oil named “Klamantina” to honor their heritage and give back to the agricultural cultural preservation in Palestine.
Fans have applauded this collaboration for its product and socially conscious purpose.
Beyoncé’s Cécred At Ulta
Cécred has seen massive success this year and has seriously steamrolled its expansion, launching its products in 1,400 Ulta Beauty stores. Cécred has been a success story for the haircare industry.
The haircare line, backed by superstar Beyoncé, is designed to repair and strengthen diverse hair types and has been applauded for its inclusive and eco-friendly properties.
L’Oréal’s Tech Innovations
L’Oréal is no stranger to industry innovation. This brand’s quick response to a rapidly changing industry is one of the many reasons it has been a leader for decades.
L’Oréal announced plans for several new tech innovations at Vivatech this year. They plan to transform the beauty and hair care industry with projects like the Noli app for AI skincare/haircare recommendations.
These projects indicate an industry-wide shift toward coupling products with predictive diagnostics and sustainable engineering in beauty personalization.
Strategic Opportunities & Future Outlook
The innovations in personalized beauty tools like Color e.l.f.nalysis offer other brands an opportunity to follow suit and give their customers customized experiences with massive benefits.
The opportunities are endless, and if more brands are willing to integrate AI tools with commerce, community content, and sustainability, they can make a massive impact on the beauty industry.
Conclusion
Color e.l.f.nalysis is a massive breakthrough in the beauty industry. It provides free access to a highly sought-after service, and this collaboration with Pinterest presents a deep insight into what consumers really want.
This blend of expert analysis and AI allows customers to make confident choices online and in-store. Accessibility is what makes e.l.f. stand out in a hugely competitive industry. This technology is a step toward a smarter and more inclusive beauty industry.