🔮💎 How Luxury Brands Use Pinterest - What The Luxe #105

Dear all,

For almost six years I've analysed luxury and beauty on YouTube, Instagram and TikTok. This week we look beyond, at Pinterest.

For this What The Luxe I've analyzed:

• 1,058 luxury and beauty brand accounts
• 254 creators
• 800K pins

Pinterest publishes no view count per pin, so we work with what it does show:

• Pins created
• Saves
• Each account's monthly profile views.

Five things stood out:

• Fashion week arrives early on Pinterest.
• Top brands orchestrate multi-platform launches.
• Small accounts get very big reach.
• Creators and brands do not publish the same thing.
• And three beauty creators are worth a follow.

Check this episode of WTL to find all the details on these topics.

I hope you'll enjoy this week's edition and that it will make you think ...
What The Luxe?!

Cheers,

David Klingbeil

PS: feel free to hit reply to leave a comment, I read and answer every message

Data provided by Submarine.ai the Frontier Insights Lab that boost your business and make your content irresistible.

1. Fashion week on Pinterest

Fall 26 arrived on Pinterest in August. Over the last 30 days, 40 houses in fashion and jewelry created pins.

• Dior published 90 pins in one day, August 10: the Médaillon bag and the Lady Dior Water Lilies.
• Saint Laurent published 14 pins generating 369 saves
  (more than every other house combined that week)
• Carolina Herrera, Versace and Tiffany pinned on 19 of the 30 days, the closest to a daily rhythm.
• Most lookbooks land as a block of 10 to 20 pins on one day and go quiet.

The lookbooks. Tap a picture to open the pin.

Saint Laurent · Fall 26 14 pins, 369 saves	Loro Piana · Fall/Winter 2026-2027 13 pins, 17 saves
Elie Saab · Haute Couture Fall Winter 2026-2027 16 pins, 18 saves	Jimmy Choo · Autumn 26 20 pins, 25 saves
Versace · Fall Winter 2026 18 pins, 14 saves	Balmain · Fall-Winter 2026 campaign 6 pins, 10 saves

2. A cross-platform launch

Saint Laurent, Fall 26.

Anthony Vaccarello's Fall 26 landed on August 17 and 18 on four networks in one week.

• On Pinterest, 14 pins on August 18, each tagged to ysl.com, 369 saves so far.
• On Instagram, the Connor Storrie film did 5.7M views and the Rosé, Connor Storrie and Liu Wen cut 449K.
• TikTok added 791K on two videos, YouTube 59K on a film and a Short.

Two thirds of the posts went to Pinterest, none of the views we can count, and it is still the most saved fashion content on Pinterest that week.

TikTok and YouTube had each run ten short teasers since July 31, a few thousand views apiece.

Pinterest · 173 saves

Pinterest · 150 saves

Pinterest · 19 saves

Saint Laurent on Instagram · 5.7M views
The Fall 26 film with Connor Storrie, directed by Talia Chetrit, posted on August 17.

Saint Laurent on TikTok · 454K views
The Rosé, Connor Storrie and Liu Wen cut, posted on August 19.

Saint Laurent on YouTube · 50K views
The full Fall 26 film, posted on August 19.

Prada Paradoxe, with Zendaya.
Prada Beauty introduced Zendaya as its global ambassador on July 29 and ran the Paradoxe campaign for three weeks.

• Instagram carried six posts, 4.2M views across four films.
• Pinterest carried five pins, 53 saves, the first two on launch day.

Two networks for this campaign and Pinterest was one of them.

Pinterest · 26 saves

Pinterest · 12 saves

Pinterest · 10 saves

Prada Beauty on Instagram · 1.5M views
Zendaya opens the new Paradoxe chapter, posted August 1.

Prada Beauty on Instagram · 989K views
Zendaya explores the Prada Paradoxe collection, posted August 15.

3. Small channels with big reach

On Pinterest the follower counts don't tell the full story. Pinterest stops counting profile views at 10M a month, and these accounts all sit near or above that line:

• Bottega Veneta: 2,001 followers, 13 pins created, 10M+ monthly views.
• Hennessy: 1,280 followers, 10M+.
• Arabian Oud: 666 followers, 10M+.
• Buccellati: 8,000 followers, 8.5M.
• Rosewood Hotels: 4,600 followers, 8.3M.
• Courrèges: 804 followers, 5.2M.

In our roster, 54 brands have fewer than 10,000 followers and more than 1M monthly views.

Creators reach 3.6x more people from 7x the followers. 79 brands and 11 creators sit at the 10M+ ceiling.

4. Creators publish idea pins, brands publish images

Both brands and creators are active on Pinterest. However they post very different content.

Over the last 30 days:

• Creators: 70% of creator pins were idea pins, the multi-page format, 24% images and 6% video.
• Brands: 57% images, 27% video, 16% idea pins.

The format gap explains a good part of the reach gap above.

Top creators with 10M+ profile views per month

Nine creators in our roster sit at Pinterest's 10M+ ceiling, with anything from 23K to 1.3M followers.

5. Beauty creators to follow

The Glow Memo 467K followers, 3.9M monthly views

Red-carpet makeup and hair, one look per pin. Charlize Theron's hair at the SAG Awards, Emma Stone's at the 2026 Oscars, Nicola Peltz at the Lola premiere.

Charlize Theron at the SAG Awards

Emma Stone at the 2026 Oscars

Black Beauty Bombshells 193K followers, 10M+ monthly views

Braids and protective styles. Boho Bob Lemonade Fulani Braids took 3,980 saves in six weeks, the most saved creator pin in our data.

Boho Bob Lemonade Fulani Braids, 3,980 saves

Boho French Curl Braids, 444 saves

MAY THE RAY 74K followers, 10M+ monthly views

Nail ideas as idea pins, 20 designs per pin. 27 Fun Summer Nail Ideas did 3,202 saves, Tropical Summer Nails 1,604, Star Nail Designs 1,408.

27 Fun Summer Nail Ideas, 3,202 saves

Tropical Summer Nails, 1,604 saves

That's it for this week's episode!

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Data provided by Submarine.ai. Pinterest numbers cover 1,058 luxury and beauty brand accounts and 254 creators, pins created July 26 to August 24, 2026, collected on August 25. Pinterest publishes no view count per pin; saves are the count on August 25 and keep growing. Monthly profile views are Pinterest's own figure for each account, which stops at 10M. Instagram, TikTok and YouTube views were collected on August 24 and 25.