Sephora has opened the checkout on Instagram through a digital showcase that allows buyers to purchase products directly from their Instagram feed or stories.
More than 80 brands are on their Instagram checkout, including Drunk Elephant, Milk Makeup and others, and buyers will be able to make purchases on Sephora's Instagram account or on brand partner accounts without leaving the platform.

Instagram buyers who are members of their loyalty program will also receive benefits, including earning Beauty Insider points on their purchases.
This important change for Sephora becomes a further indication of the growing importance of social commerce and shows how brands are increasingly oriented towards meeting young consumers where they are.