Pinterest leans into Festival Season with e.l.f. Cosmetics

This summer Pinterest is turning inspiration into self-expression with a series of festival corner shop pop-ups across the UK, featuring beauty partner e. l. f. Cosmetics. Pinterest’s festival corner shops will open for three of the UK’s biggest festival moments in Brighton, East London and at Notting Hill Carnival.

Located en-route to each event, the takeovers will help festivalgoers make saved ideas real before heading into the festival. Festival season is one of the few moments when Gen Z feel most able to be their authentic selves.

This summer Pinterest is turning inspiration into self-expression with a series of festival corner shop pop-ups across the UK, featuring beauty partner e. l. f. Cosmetics. Pinterest’s festival corner shops will open for three of the UK’s biggest festival moments in Brighton, East London and at Notting Hill Carnival.

Located en-route to each event, the takeovers will help festivalgoers make saved ideas real before heading into the festival. Visitors will step into Pinterest’s take on the classic corner shop, reimagined for the festival season. A live DJ setting the vibe, while a face-gem artist offers trend-inspired touch-ups.

Visitors can also discover and experience an e. l. f. Cosmetics activation, featuring festival-ready favourites like the Power Grip range and get their hands on customisable disposable cameras and other festival merch. This all comes as new research reveals that 18-24-year-olds in the UK spend almost half of their time unable to fully express who they are.

By contrast, 71% say they can be their real self at a festival, while 69% feel more like themselves at a festival than they do in everyday life. Getting festival-ready begins well before the first act takes the stage.

On average, Gen Z start preparing for a festival around seven weeks in advance, and 64% say saving ideas beforehand helps them feel more confident expressing themselves3 From outfit planning and beauty inspiration to hair, nails and accessories, Pinterest plays a key role in helping festivalgoers shape how they want to show up.

Festival season gives Gen Z in particular a rare opportunity to express who they really are. From outfit ideas and beauty looks to hair, nails and accessories, people come to Pinterest to search, plan and shape how they want to show up.

With our corner shop takeovers, we’re bringing that inspiration off the board and into the real world, showing that the best thing you can find online is a reason to get offline. – Louise Foley,Director of Consumer Marketing, Europe at Pinterest This summer’s festival trends show just how playful, personal and expressive that preparation has become.

Searches for “butterfly makeup” have increased by 110%, “denim mini skirt outfit” by 200%, and “showgirl outfit” by 105%, as people turn to Pinterest to build the looks and aesthetics they want to bring to life this summer. From the first saved Pin to the final finishing touch, Pinterest is helping festivalgoers get ready on-platform too.

People can explore and save inspiration throughout festival season, with e. l. f. Cosmetics translating beauty trends into wearable festival looks through a series of boards and Spotlight sponsorships. Inspiration is where every great beauty looks begins, that’s why partnering with Pinterest feels so natural.

Festivals are where self-expression comes to life, and that’s the kind of creativity and confidence e. l. f. loves to celebrate. We’re meeting our community where they’re discovering trends, planning festival looks and expressing who they are. Together, we’re helping turn inspiration into beauty looks they can create with confidence.

It’s creative, it’s joyful and it’s unmistakably e. l. f. – Patrick O’Keefe,Chief Integrated Marketing Officer, e. l. f. Beauty