What’s Your Colour Season? e.l.f. + Pinterest Just Made It Way Easier to Find Out

We’ve all been there…spiraling down the colour season rabbit hole on TikTok, holding every top we own up to our face in terrible bathroom lighting, and questioning every shade of blush we’ve ever worn. Are we soft autumn? True winter? Some new blend that only a woman on TikTok across the world can define?!

If you’re stuck trying to figure it out, we have good news. 

e.l.f. and Pinterest just teamed up to take the guesswork (and the overthinking) out of the whole seasonal colour analysis trend.

Their new tool, ‘Color e.l.f.nalysis’, uses AI to analyze your photo to figure out your hue (warm vs. cool), value (light vs. deep), and chroma (bright vs. muted). From there, it sorts you into your colour season and builds you a personalized Pinterest board full of e.l.f. Product recs that work with your features.

Even better? You can skip the trip to the mall and shop straight from your board.  

Pinterest just went from a “pin now, forget later” moodboard to your own personal beauty consultant. 

Colour season analysis isn’t exactly new (Carole Jackson’s Color Me Beautiful came out in 1980), but the way we’re doing it now is peak 2025. It’s filtered, AI-powered, and has everyone obsessed. Don’t believe us? Pinterest has seen a 22x increase in searches around colour season analysis this year alone, with 1.6 billion makeup-related searches in the last 12 months. 

From AI-enhanced shopping tools to launching an actual album of GRWM music last year (yes, really), e.l.f. continues to prove they get the assignment when it comes to Gen Z and millennial consumers. 

Bottom line? If you’ve ever wanted to know your “season” without a five-hour TikTok binge and a minor identity crisis, this tool’s worth a try. Just don’t blame us when you suddenly want to re-curate your entire makeup drawer!