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Sephora and Instagram Make Social Shopping Even Simpler

Sephora and Instagram Make Social Shopping Even Simpler

The beloved beauty retailer launches Instagram checkout with more than 80 of its coveted brands


June 24, 2020 / San Francisco – Today, Sephora revealed its new digital collaboration with Instagram, bringing beauty inspiration and shopping together for one seamless customer experience. Together, the leading prestige beauty retailer and social platform are building the best online shopping experience for the @sephora community of 20 million followers. In this new digital storefront, you can buy a product available with checkout right from your feed or stories at the moment of inspiration. Sephora has brought along more than 80 of its brands onto Instagram checkout to make customer shopping faster, easier, and more convenient. This allows these brands to scale their business on the inspirational platform and provides a connected beauty buying experience across different Instagram accounts.

“Sephora is thrilled to work with Instagram on this unique social shopping experience,” said Carolyn Bojanowski, SVP and GM of eCommerce for Sephora. “Our customers 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 customer.”

More on the new Sephora checkout experience:

  • Instagram checkout allows customers to shop securely from Sephora directly from their feed and stories. Once they select a product, checkout happens without ever having to leave Instagram

  • Shoppers get Sephora perks, including earning Beauty Insider points on Instagram checkout purchases, Sephora customer service, easy returns and more*

  • Sephora has partnered with more than 80 brands to make shopping your favorite beauty products or newest discoveries easier than ever. Customers can shop via Instagram checkout from brands across makeup, skincare, haircare and fragrance including By Rosie Jane, Dae, Drunk Elephant, Milk Makeup, Olaplex, Maison Martin Margiela, Make Up For Ever, Sephora Collection, Shani Darden Skin Care, Summer Fridays and many more. For a full list of brands, please visit our FAQ page here.

“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.”

Checkout is available on the @sephora Instagram account and several of our brand partners starting today. For more information on the perks of being a Sephora customer and learning more about Sephora’s best-in-class Beauty Insider loyalty program, please visit

*Customers have to use the same email associated with their Beauty Insider account and opt into marketing updates at checkout on Instagram