Sephora enables direct purchase via Instagram

Dan Berthiaume
Senior Editor, Technology
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A beauty giant is taking a big step in social shopping.

Sephora is opening a digital storefront on the Instagram social platform with the Instagram Checkout feature. Initially released in closed beta in March 2019, Instagram Checkout enables customers to shop, make purchases and receive shipment and delivery notifications within Instagram.

Sephora is making more than 80 of its makeup, skincare, haircare and fragrance brands available via Instagram checkout. This allows these brands to scale their business on the retailer’s Instagram page and provides a connected beauty buying experience across different Instagram accounts. Featured brands include 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.

Customers can shop from Sephora directly from their Instagram feed and stories. They receive Sephora perks, including earning Beauty Insider loyalty program points on Instagram checkout purchases, Sephora client service, and returns. Payment information is securely stored for future in-app purchases.

“Sephora is thrilled to work with Instagram on this unique social shopping experience,” said Carolyn Bojanowski, senior VP and GM 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, VP 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.”

Other major retailers who have launched social storefronts via Instagram Checkout include Target, which recently became the first mass merchandise retailer to enable direct purchases via Instagram.