Sephora, Instagram team up on seamless shopping experience

Gisselle Gaitan
Online Editor
Gisselle Gaitan profile picture

Sephora and Instagram are joining forces to bring both beauty inspiration and shopping together for a seamless client experience.

Through their collaboration, the beauty retailer and social media platform are looking to build an online shopping experience for the Sephora community of more than 20 million followers, the companies said.

The digital storefront will allow users to purchase products from more than 80 brands right from the feed or stories.

“Sephora is thrilled to work with Instagram on this unique social shopping experience,” Carolyn Bojanowski, SVP and GM of eCommerce for Sephora said. “Our clients engage with social media in so many ways, like drawing inspiration from the community, getting tips from experts or learning about new beauty trends so we’re always looking for new ways to enhance that beauty journey. We’re excited to deliver Instagram checkout, a new, seamless, direct, and secure way to shop across our brands’ accounts, while still getting the perks of being a Sephora client.”

Shoppers via Instagram checkout will be able to shop securely without ever having to leave Instagram.

In addition, shoppers will receive such Sephora perks as earning Beauty Insider points on their Instagram checkout purchases, client services and easy returns.

Various brands across the hair care, makeup and skin care categories will be available to shop from including By Rosie Jane, Dae, Drunk Elephant, Milk Makeup, Olaplex, Maison Martin Margiela, Make Up For Ever, Sephora Collection, Shani Darden Skin Care, and Summer Fridays among others.

“Beauty lovers come to @sephora every day to discover products and connect with brands,” Eva Chen, vice president of fashion partnerships for Instagram. “Together with Sephora, we want to make shopping inspiring and seamless for this community. So you can see a product you love and buy it in just a few taps with Instagram checkout.”

Checkout is now available on the @Sephora Instagram account and several brand partners.