Instagram partners with Sephora for digital beauty storefront

By

Gabriella Lacombe

Published
Jun 25, 2020

Sephora has partnered with Instagram for a new digital beauty storefront featuring over 80 brands across skincare, cosmetics, haircare and fragrance. 

Launched on June 24, the storefront includes brands like By Rosie Jane, Dae, Drunk Elephant, Amika, Milk Makeup, Givenchy, Olaplex, Maison Martin Margiela, Glamglow, KVD Vegan Beauty, Make Up For Ever, Lawless, Sephora Collection, Supergoop, Shani Darden Skin Care and Summer Fridays, among others. 

Enabling shoppers to complete their transactions without having to leave the Instagram app, the storefront also allows shoppers to access exclusive Sephora benefits like Sephora client service, returns, and the ability to earn Beauty Insider points at checkout. In order to complete their purchase and earn points, shoppers must opt into marketing updates, and use the same email associated with their Sephora Beauty Insider account.

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“Sephora is thrilled to work with Instagram on this unique social shopping experience,” said Carolyn Bojanowski, senior vice president and general manager of e-commerce for Sephora.

“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.”

“Beauty lovers come to Sephora every day to discover products and connect with brands,” said 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.”

The Instagram checkout feature is available through the Sephora Instagram account, and through several of the initiative's brand partners.

Previously, Instagram has launched similar in-app shopping initiatives using Instagram checkout in partnership with Balmain and with some of Instagram's top influencers.