Sephora pilots app within ChatGPT
Sephora is linking its consumer app to the ChatGPT next-gen artificial intelligence platform.
The beauty giant, a subsidiary of global retail conglomerate LVMH, is testing the launch of its consumer app in the OpenAI generative AI model ChatGPT in the U.S. ChatGPT will assist customers in discovering and shopping products with curated advice and recommendations.
ChatGPT users will prompt beauty advice in the chat with requests such as, “Sephora, help me find a foundation for dry skin,” and can use the Sephora app which will appear and recommend answers based on preferences from the customer’s Sephora Beauty Insider account profile if they choose to link their account to the app.
Customers will also be able to use their Sephora loyalty rewards and member benefits such as free shipping promotions and samples within ChatGPT. Sephora plans future updates enabling payments and checkout directly within the app.
“At Sephora we are passionate about assisting our customers with the best beauty advice and curation, wherever and whenever they want,” said Anca Marola, global chief digital officer of Sephora. "Today this means piloting the Sephora app on new intelligent channels such as ChatGPT. We are proud to introduce this experience in the US market, with the goal of expanding this globally.”
An increasing number of retailers are extending their digital shopping environments directly into ChatGPT and other next-generation AI models, such as Perplexity and Google Gemini. Walmart and Sam’s Club began enabling shoppers to complete purchases directly within ChatGPT in October 2025.
However, a new expanded Walmart ChatGPT experience that lets shoppers go directly from discovery in ChatGPT into a customized Walmart environment that supports account linking, loyalty and Walmart payments follows OpenAI’s determination that its instant checkout feature failed to meet expectations.
[READ MORE: Walmart introduces tailored ChatGPT environment]
Discount giant Target, wedding planning tech platform The Knot, e-commerce platform Shopify and online retailer Etsy have all rolled out Chat GPT shopping features. PayPal will allow its users to make purchases directly within ChatGPT beginning this year.
“ChatGPT is increasingly becoming a starting point for how people discover products and make decisions,” said Nick Turley, head of ChatGPT at OpenAI.” “This new experience with Sephora explores how beauty discovery and shopping can be more helpful and personalized inside ChatGPT.”
Sephora teams with influencers
Meanwhile, Sephora has also recently expanded the reach of its e-commerce offering with the fall 2025 introduction of My Sephora Storefront, an affiliate platform seamlessly integrated into the Sephora e-commerce site and app that allows U.S. influencers to build shoppable digital storefronts and share curated product recommendations with their followers.
Other creator programs Sephora has launched include the Sephora x TikTok Incubator Program, which connects TikTok creators to select beauty brands with the goal of helping them learn social content strategies through a series of educational training modules.
Sephora operates more than 3,200 stores worldwide.
