This ‘Incredible’ New Beauty Tool Promises to Help You Find Your Perfect Makeup Color, and Fans are Overly Excited: ‘I Was Not Expecting Y’all to Be Cooking Like This!’ originally appeared on Parade.
e.l.f. Cosmetics has quickly become one of the biggest innovators in the beauty industry. The fan favorite affordable makeup brand, who just acquired Hailey Bieber’s rhode, has now launched an “incredible” new beauty tool that helps shoppers find their perfect makeup colors.
And to say e.l.f. fans are excited would be an understatement. “I was not expecting y’all to be cooking this!” commented one person on e.l.f.’s Instagram announcement of the tool.
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The microsite, called Color e.l.f.nalysis, was created in collaboration with Pinterest. It uses color analysis to help users find their perfect makeup shades.
Related: Color Analysis Is Having a Moment—Here’s What It Means and How to Learn Yours
The way the website works is simple. First, fans are asked to upload a selfie via mobile or desktop to the website. From there, the site analyzes the selfie and assigns the selfie a hue (warm or cool), value (light or deep contrast) and chroma (bright or muted).
After that, the analyzer categorizes the user into their “color season.” A color season is a set of complimentary makeup colors that would look best on the user. Once the color season is determined, the tool then matches the user with their custom Pinterest board filled with e.l.f. products in that user’s color season.
The concept of color analysis was first introduced in 1980 thanks to Carole Jackson’s book Color Me Beautiful. In it, Jackson sorted readers into winter, spring, summer and fall seasons based on hair color, eye color and skin undertones.
More recently, the color theory went viral on TikTok in 2023. And according to VP of CPG at Pinterest Katie Dombrowski, the interest in color analysis is continuing to gain traction.
“With 1.6 billion makeup-related searches over the past year and a 22x increase in interest around tools like ‘color season analysis,’ it’s clear consumers are craving personalized beauty experiences,” Dombrowski said in a press release announcing the collaboration. “We’re thrilled to partner with e.l.f. to bring this innovation to life and meet users exactly where inspiration strikes.”
Related: Shoppers are Racing to Target to Get Their Hands on This ‘Phenomenal’ Super Serum They Say Deliver the ‘Best Hydrated Glow’
This ‘Incredible’ New Beauty Tool Promises to Help You Find Your Perfect Makeup Color, and Fans are Overly Excited: ‘I Was Not Expecting Y’all to Be Cooking Like This!’ first appeared on Parade on Jun 23, 2025
This story was originally reported by Parade on Jun 23, 2025, where it first appeared.
