Pinterest: The Underrated Sales Channel for Beauty Brands
Is Pinterest good for sales?
In content marketing, Instagram and TikTok have been the top-of-mind choice of beauty brands. But there’s one underrated goldmine that small and big beauty brands are quietly leveraging to drive sales: Pinterest.
Often overlooked as just a platform for DIY projects and home decor ideas, Pinterest is actually a powerhouse for beauty brands looking to reach purchase-ready consumers.
So, if you’re wondering, is Pinterest good for selling? The short answer is: YES!
Let’s explore why Pinterest is the beauty industry’s best-kept secret and how you can leverage it to increase revenue.
Why Pinterest Works Well for Beauty Brands
To understand why Pinterest works well for beauty brands, you need to look at its unique functionality. Unlike other social media platforms that focus on engagement and entertainment, Pinterest is designed as a visual discovery engine. Think of it as Google but with images. Pinterest doesn’t work like Instagram and other social media platforms. Instagram and TikTok are driven by personal storytelling and influencer culture, while Pinterest is all about finding and saving ideas.
When people come to Pinterest, they are not looking to scroll through updates from their friends and family—they are actively searching for ideas, inspiration, and solutions.
What makes Pinterest different from other social media?
As opposed to Instagram and TikTok, Pinterest is built for longevity. The lifespan of an optimized Pin can continue to generate traffic months or even years after it was posted. This makes it one of the best platforms for evergreen content marketing.
Evergreen Content vs. Short-Lived Posts
Here’s how long content typically lasts on major platforms:
Twitter (X): A tweet has an average lifespan of 18 minutes before it gets buried.
Facebook: A post remains relevant for about 6 hours before engagement drops significantly.
Instagram: A feed post remains visible for around 48 hours, while Stories disappear in 24 hours.
TikTok: Viral videos can circulate for days, but most disappear from relevance within a few days to a week.
What Is So Special About Pinterest?
So, apart from being an evergreen content hub, what’s so great about Pinterest?
Pinterest Users Have a Strong Purchase Intent
One of the most overlooked aspects of Pinterest is its impact on shopping behavior. Unlike Instagram or TikTok, where users engage for entertainment, Pinterest users are planners and buyers.
According to Pinterest statistics:
80% of weekly users discover a new brand or product on Pinterest.
50% of users have made a purchase after seeing a Promoted Pin.
Pinterest users are 2.2 times more likely to say the platform helps them decide what to buy compared to other social media.
Since people go to Pinterest with a problem-solving mindset (e.g., “best skincare routine for acne” or “cozy fall outfit ideas”), brands can tap into an audience that’s already in a buying mood.
Pinterest users actively search for beauty tips, skincare routines, and makeup tutorials, making it a goldmine for beauty brands.
How Effective Is Pinterest for Marketing?
With over 450 million monthly active users, Pinterest is a highly effective marketing platform.
Did you know that big beauty brands have been quietly leveraging on Pinterest?
These beauty brands have already unlocked Pinterest’s potential for sales:
Sephora: Uses Pinterest to share beauty tutorials, product recommendations, and seasonal makeup trends, driving traffic back to their website.
Glossier: Pins aesthetic images featuring their signature minimalist beauty products, increasing brand engagement and product discovery.
Tarte Cosmetics: Leverages Pinterest ads to promote limited-time product launches, generating significant sales spikes.
What Are the Benefits of Pinterest for Business?
For beauty brands, Pinterest offers several distinct advantages:
Higher conversion rates – Studies show that users are 50% more likely to purchase a product they discovered on Pinterest than on other platforms.
Shoppable Pins – With features like Pinterest Shopping, businesses can create a seamless shopping experience directly within the app.
Increased brand awareness – Pinterest allows businesses to reach new audiences organically, thanks to its search-driven nature.
What Sells the Most in the Beauty Industry on Pinterest?
If you’re wondering what sells the most in the beauty industry, Pinterest provides clear insights into trending products. Some of the top-performing beauty categories include:
Skincare – Searches for "glass skin routine" and "anti-aging skincare" are highly popular.
Makeup trends – Keywords like "soft glam makeup" and "natural makeup looks" generate millions of views.
Haircare – Tutorials for "curly hair routines" and "heatless curls" drive engagement.
Beauty tools – Gua sha, LED masks, and derma rollers are frequently pinned and saved.
How to Use Pinterest to Promote Products
Now that you know why Pinterest is so appealing, let’s discuss how to use Pinterest to promote products and increase sales.
1. Optimize Your Pinterest Profile for SEO
Use a business account for access to analytics and ads.
Write a keyword-rich bio describing your beauty brand.
Enable Rich Pins so your product details appear directly on your pins.
2. Create Eye-Catching, Searchable Pins
Use high-quality images showcasing your beauty products.
Add text overlays to explain the benefits of your product (e.g., "Best Skincare Routine for Oily Skin").
Include SEO-optimized descriptions with relevant keywords like "hydrating serum for dry skin."
3. Leverage Pinterest Trends to Stay Relevant
Check Pinterest Trends to see what beauty-related topics are gaining traction.
Create seasonal content (e.g., "Winter Skincare Must-Haves").
4. Use Pinterest Shopping Features
Enable Product Pins to link directly to your eCommerce store.
Use Pinterest Catalogs to create a digital storefront.
Run Promoted Pins to reach more beauty shoppers.
How Does Pinterest Measure Success?
One of the key benefits of using Pinterest for business is its robust analytics tools. Pinterest measures success through:
Impressions (how many people saw your pin)
Saves (how many users saved your pin for later)
Outbound Clicks (how many users clicked through to your website)
Conversions (how many people purchased after clicking on your pin)
Tracking these metrics allows beauty brands to refine their strategy and maximize ROI.
Final Thoughts: Why Beauty Brands Should Prioritize Pinterest
Pinterest offers a unique combination of searchability, long-term content visibility, and high purchase intent. Unlike fleeting posts on TikTok and Instagram, Pinterest provides sustainable traffic and sales for months—even years.
If your beauty brand isn’t leveraging Pinterest yet, you’re missing out on a powerful sales tool. Start today by optimizing your profile, creating engaging pins, and utilizing Pinterest Shopping features.
Not sure how to start? Let’s take it out of your plate so you can focus on bigger things for your business. Check out our Pinterest Management package to get started.
Let’s reach new audiences and turn your beauty inspiration into revenue!
