What’s new in 2025
In its fifth year, the Pinterest Inclusion Fund is continuing to expand its support of emerging content producers, building on four successful years of empowering multiple types of content suppliers on Pinterest. The programme will unlock educational resources, financial support and growth opportunities for small merchant businesses, and for the first time since 2023, new-to-Pinterest content creators.
The incubator programme is focused on connecting people on Pinterest to the inspirational ideas and products from emerging content producers across beauty, fashion and lifestyle verticals. Small merchant businesses and creators who sell products and/or produce content that fuels our inclusive product features like skin tone ranges, hair pattern search and body type ranges will be eligible to apply. People who used inclusive features on Pinterest saved 75% more Pins than those who did not, presenting a unique opportunity for participants to grow their organic content presence and get discovered by Pinterest users.¹
Fashion and beauty
Inspiration for everybody
From innovative styling tips to lifestyle hacks that promote glowing skin, past Inclusion Fund participants create inspiring content that empowers everyone to live a life that they love.
Health and wellness
Inspiration for everybody
From innovative styling tips to lifestyle hacks that promote glowing skin, past Inclusion Fund participants create inspiring content that empowers everyone to live a life that they love.
Lifestyle
Inspiration for everybody
From innovative styling tips to lifestyle hacks that promote glowing skin, past Inclusion Fund participants create inspiring content that empowers everyone to live a life that they love.
Food
Inspiration for everybody
From innovative styling tips to lifestyle hacks that promote glowing skin, past Inclusion Fund participants create inspiring content that empowers everyone to live a life that they love.
About the Pinterest Inclusion Fund
The Pinterest Inclusion Fund is an incubator and pipeline programme designed to support emerging content suppliers on Pinterest.
Accepted merchants and creators will gain access to cash and ad credit grants to assist with content production and optimization.² In addition, participants will learn how to use organic best practices to grow their businesses and content strategy, with sessions covering topics such as:
Platform best practices to support growth
Deep knowledge sharing from Pinterest and industry experts
Content trends, insights and analytics deep dives
Optimizing product catalog for Pinterest (merchants only)
The programme will also continue to foster community, offering dedicated collaboration sessions and office hours.
Today, the programme will begin accepting applications for UK-based small merchant businesses. Applications will be open through September 9 at 2pm BST.
* Applicants will be notified 2-5 weeks after applications close. Once notified, applicants will be given 48 hours to accept or decline the opportunity.
Small merchant business criteria
SMB, boutique and/or independent brands
Must sell/offer fashion, beauty and/or lifestyle products that support our inclusive product tools for skin tone and/or body type ranges
Must have a Pinterest profile
Must be 18 years of age or older
Must be based in the UK
Must have at least different 10 products in stock
Must be a brand that has at least three employees
Must have an e-commerce business supported by Pinterest: Adobe Commerce, Salesforce Commerce Cloud, Shopify Woo
Must confirm business aligns with Pinterest merchant guidelines.
Must be active and sharing content on at least two other social media platforms
Is looking to develop organic and paid content strategies for Pinterest
Can commit to office hours and program sessions
Why apply?
Participating in the Pinterest Inclusion Fund continues to drive success for content producers on Pinterest. Last year, merchant participants saw over 250% increase in saves to their content and 50x increase in long clicks globally. US-based merchants, like Dosso Beauty saw a 300% growth in saves, while SknMuse saw an increase of 824% in outbound clicks to their site over a six-month period.
FAQ
Participants are required to attend virtual sessions, create organic content and adopt Pinterest best practices and features such as auto-import, collages, board sharing and more!
Merchants: August 19 at 2pm through September 9 at 2pm
Inclusivity helps us produce results. At Pinterest, we attract more people when the platform is more inclusive, presenting an opportunity to connect emerging creators and small businesses with users looking for their content.
Now open for applications in the UK
Accepting Pinterest Inclusion Fund applications from August 19, 2025, at 2.00 pm BST through September 9, 2025, at 2.00 pm BST.