Sephora will showcase over 80 brands on its Instagram storefront

Instagram users can buy Drunk Elephant, Milk Makeup, and dozens of other brands offered by Sephora without leaving the platform.

Starting June 24, cosmetic products from different brands presented by Sephora will be available for purchase through Instagram Checkout, a virtual showcase allowing users to place an order directly from the user’s feed or stories.

You will be able to place an order via Instagram Checkout either in your Sephora account or on multiple accounts from the partners of the cosmetics store chain. The company’s loyalty program will continue to operate and customers will be able to earn points on the Beauty Insider program when making purchases. About 80 brands, out of more than 3000, including their own, presented at Sephora, will be presented at the Instagram showcase. In the future, that number will be expanded. 

The Instagram Checkout platform was launched in March 2019 and initially featured such popular brands as Adidas, Dior, Burberry, H&M, Kylie Cosmetics, MAC Cosmetics, Uniqlo, Prada, and several dozen others. Over the past year, the platform has continued to attract other retailers, including Abercrombie & Fitch and Target. 

Instagram Checkout is a great opportunity for brands to get closer to a younger audience and expand their sales online. For Sephora, this step will also be an opportunity to strengthen relations with brands represented by the retailer, as exclusive partnership agreements with cosmetics brands are one of the most promising areas in the development of the company.