Pinterest holds the shopping wish lists of women around the world. Whether you’re deciding between lipstick shades or party looks, it's a great place to browse through all kinds of beauty inspiration. And now, L’Oréal is finding success with promoted video pins on the platform.

Millions of people already use Pinterest to discover things they like; from crafts to clothing. The social pinning site has now unveiled Buyable Pins, finally letting users take the next step to buy those things. With Pinterest becoming more of a shopping hub, can it pin this market down?

As part of its goal of becoming a retail-friendly environment, Pinterest has updated its ‘Gifts’ category to make it a better browsing and shopping experience. The Gifts category pulls in rich product pins and adds a price-sorting feature.

Pinterest is debuting a special interests section that curates pins that it predicts will appeal to individual subscribers. The trial version has proven highly accurate, even returning pins for highly specialised interests.