San Francisco, March 24th 2026 — Sephora, the global leader in prestige beauty retail, today announced a new AI-enhanced consumer experience with the launch of its app in ChatGPT. Piloting in the United States, the Sephora app in ChatGPT will assist customers in discovering and shopping for the right solutions with curated advice and recommendations. Customers will be able to use their Sephora loyalty rewards and member benefits such as free shipping promotions and samples, with future updates enabling payments and checkout directly within the app to meet users where they are.
This milestone marks Sephora’s long-standing history of digital innovation. This latest evolution of e-commerce allows beauty lovers to discover, personalize, and purchase beauty products through an intuitive, AI-powered interface. With the increased adoption of AI tools in everyday lives, apps in ChatGPT are pushing the boundaries and setting new customer behavior worldwide. Sephora is leading this shift by integrating its unparalleled beauty expertise and point of view into intuitive, AI-driven experiences that meet customers wherever they are.
“At Sephora we are passionate about assisting our customers with the best beauty advice and curation, wherever and whenever they want. 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”, said Anca Marola, Global Chief Digital Officer of Sephora.
“Beauty clients around the world are increasingly open to AI-powered guidance, as many use technology to discover brands, trends, and routines. By blending our digital retailer expertise with new AI tools, we are creating new seamless and conversational experiences that are not only efficient but helpful for beauty consumers”, adds Nadine Graham, Sephora North America General Manager of e-Commerce.
“ChatGPT is increasingly becoming a starting point for how people discover products and make decisions. This new experience with Sephora explores how beauty discovery and shopping can be more helpful and personalized inside ChatGPT,” said Nick Turley, Head of ChatGPT at OpenAI
ChatGPT users will prompt beauty advice in the chat (i.e., “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 Beauty Insider account to the app. In the future, US users will also be able to complete their purchase directly within the app. Sephora is uniquely positioned to lead this evolution thanks to the scale and engagement of its global community of beauty fans, which counts more than 80 million active members worldwide. In addition to customer-facing innovation, Sephora and OpenAI are committed to exploring broader collaboration across Sephora’s global operations.
