Sephora and Instagram Make Social Shopping Even Simpler

Sephora revealed its new digital collaboration with Instagram, bringing beauty inspiration and shopping together for one seamless client 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 client 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 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.”

More on the new Sephora checkout experience:

  • Instagram checkout allows clients 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 client 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. Clients 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 Community

“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 client and learning more about Sephora’s best-in-class Beauty Insider loyalty program, please visit

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

About Sephora Americas

Since its debut in North America over 20 years ago, Sephora has been a leader in prestige omni-retail with the purpose of creating an inviting beauty shopping experience and inspiring fearlessness in our community. With the goal of delivering unbiased shopping support and a personalized experience, Sephora invites clients to touch and try 25,000 products from 400 carefully curated brands, enjoy services at the Beauty Studio and engage with expertly trained beauty advisors in more than 490 stores across the Americas, as well as over 660 locations inside JCPenney. Clients can also experience Sephora online and through our mobile app, access the free-to-join Beauty Insider program and digital community, which together enhance the experience of Sephora’s passionate clients. Sephora has been an industry-leading champion of diversity, inclusivity, and empowerment, guided by our longstanding company values. In 2019, Sephora announced a new tagline and manifesto, “We Belong to Something Beautiful,” to reinforce its dedication to fostering belonging amongst all clients and employees and to publicly strive for a more inclusive vision for retail in the Americas. Sephora continues to give back to our communities and advance inclusion in our industry through our Sephora Stands social impact programs. For more information, visit: and @Sephora on social media.