The skin tone search qualifier, which lets people home in on more personally relevant search results, was rolled out by Pinterest in the first quarter of 2019. Since then, the feature has been of huge interest, and it has been in use.

Last year, Pinterest expanded its skin tone filters to more products. Now, the company is rolling out its skin tone search options in even more regions, so even more people can benefit from the tool.

"Today, we are expanding that skin tone range feature in thirteen additional countries: France, Italy, Spain, Germany, Switzerland, Austria, Netherlands, India, Indonesia, Mexico, Argentina, Brazil and Colombia. Skin tone ranges is a Pinterest-specific feature that lets Pinners refine their beauty-related searches with a set of skin tone ranges. By applying the filter, your search results get updated to show content similar to the skin tone range you've chosen,"

In the above image, you can see, by picking the skin tone that's relevant to you, allows Pinterest then to highlight more specific search results, which in turn connects people with increasingly helpful search recommendations.

Now, Pinterest says this has really provided huge benefits for users:

"Over the past year, we've seen a 5x increase in Pinners using the skin tone range feature to discover beauty ideas on Pinterest."

Indeed, Pinterest reports that, once the skin tone qualifier is turned on, that's driven more searches in several categories, including "alternative makeup" (up 5x), "cool hair color ideas" (up 4x), "eyeliner styles" (up 3.5x) and "cool hair color ideas" (up 4x).

This is a significant step in the direction of inclusion and personalization for Pinterest by limiting the search pool to the more relevant, user-driven content that assists in bringing a greater number of users their Pin matches.

Pinterest is also now integrating its skin tone qualifiers with the new, AR 'Try On' tools.
This will further enhance Pinterest's capability of showcasing relevant search matches for any user with specific product Pins associated with your needs.

The new expansion is starting this week with various regions.