Sephora and Instagram go after younger shoppers – Glossy

Sephora continues to court Gen-Z and millennial shoppers.

On Tuesday, Sephora announced that it is partnering with Instagram on a digital storefront that allows customers to purchase directly from the beauty retailer’s feed and Stories. More than 80 Sephora brands will be available via Instagram Checkout, including exclusives like Drunk Elephant, Tatcha, Lawless and Summer Fridays. Sephora sells 290-plus brands in stores and on, and has 20 million followers on Instagram.

“Beauty lovers come to @sephora every day to discover products and connect with brands. Together with Sephora, we want to make shopping inspiring and seamless for this community,”said Eva Chen, vp of fashion partnerships for Instagram.

Prior to this wide-ranging beauty push, just 10 brands out of 26 total companies that were initially available on Instagram Checkout when it launched in March 2019 were in the beauty category. At the time, much bigger beauty names were included in the Instagram Shop experiment like MAC Cosmetics, Nars, Kylie Cosmetics and KKW. Slowly, influencer-led beauty lines were brought on like Nikita Dragun’s Dragun Beauty, Tina Craig’s U Beauty and Deepica Mutyala’s Live Tinted — upon partnering with Instagram many of these brands didn’t have distribution beyond their own DTC sites. According to an Instagram company spokesperson, the company has “hundreds of brands testing Checkout today,” as the program remains in beta.

But Sephora’s partnership with Instagram allows indie beauty’s buzziest names to grow, while the retailer continues to own all channels.

“Sephora is notorious for throwing its weight around.