Instagram partners with Sephora for digital beauty storefront

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

The storefront includes brands such as 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.

The new partnership will allow shoppers to make transactions without having to leave the Instagram app, the storefront will also enable shoppers to access exclusive Sephora benefits like Sephora client service, returns, and the ability to earn Beauty Insider points at checkout.

Shoppers will be able to complete their purchases and earn points, as well as opt into marketing updates, and use the same email associated with their Sephora Beauty Insider account.

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

“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 one the Sephora Instagram account, and through several of the scheme’s brand partners.

Instagram has launched similar in-app shopping services previously, using Instagram checkout in partnership with Balmain and with some of Instagram’s leading influencers.