Pinterest has reached the 400 million monthly unique visitor milestone worldwide, reports the image sharing and social media service.
According to ComScore, more than 8 million Australians use the platform each month.
Overall searches have risen 60 per cent since the beginning of the year and saves have surged 40 per cent.
Beauty is a core interest and more that 52 million people search and engage in beauty content on Pinterest in the US alone.
In January, the platform launched a virtual makeup ‘Try On’ feature, starting with lip colour.
Women make up 60 per cent of Pinners, as devotees are known, worldwide.
A 2018 study by GfK, the fourth largest market research organisation in the world, revealed that 87 per cent of beauty and personal care Pinners use the platform when they are actively looking to buy.
Usage by Gen Zers has soared 50 per cent year-on-year, says Pinterest. The major reasons for the upsurge have been: beauty inspiration, social good, future growth and wardrobe.
In the second quarter, the number of Pinners aged 25 and under grew twice as fast as those aged 25-plus.
Men are the second-fastest growing audience for Pinterest – up 48 per cent.
As a group, they are looking to upgrade their cooking skills from kitchen decoration and one pan dinners to baking. But healthy skincare searches have surged nine-fold in 2020.
Audience growth among Millennials has increased by 36 per cent year-on-year.
Interest in hair colour streaks amongst Millennials has soared by a multiple of 58. But most are interested in family-focused and home decoration pins.