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You can now shop Sephora directly through Instagram — here’s what to know

Posted: 25 June 2020 10:41 am

Sephora store front

You can now shop from your feed — but Beauty Insiders may want to stick to their browser.

Social media and shopping go together like bread and butter: with all the ads and sponsored posts for new products flooding your feed, it makes sense to tap and pay within the app. Sephora is the latest brand to allow you to buy products from more than 80 brands — including Make Up For Ever, Summer Fridays, Milk Makeup and Drunk Elephant — through its Instagram feed and stories.

But is the ease it offers worth it, or should you take those few extra seconds to pop into your web browser to check out? Learn how it works and pitfalls to watch out for.

How it works

Instagram checkout allows you to select a product from Sephora’s feed or story and navigate the checkout process within the Instagram app. Here’s how to check out:

  1. Tap a post to reveal the item name and price.
  2. Tap the price tag to see the product detail page and if Instagram checkout is available.
  3. Select a size or color.
  4. Tap Checkout on Instagram or Add to bag.
  5. Tap Proceed to checkout.
  6. Enter your address, then tap Next.
  7. Enter your payment details.
  8. Review your order details, and then tap Place order.

If you’re a Beauty Insider, you can earn points on purchases made in Instagram. But you must use the same email associated with your Beauty Insider account and opt into marketing updates at checkout on Instagram.

What to look out for when using Instagram checkout

  • No Beauty Insider perks. Although you’ll earn Beauty Insider points for purchases made through Instagram, you can’t redeem your points for reward samples, cash back or credit card rewards. You can only redeem in Sephora stores or online at
  • You can’t use your Sephora credit card. According to Sephora, Instagram does not currently accept the Sephora credit card.
  • Not every brand is available. Although more than 80 brands are available with Instagram checkout, you may not be able to get your usual go-to if it’s not on the list. Notable brands missing include Anastasia Beverly Hills, Benefit and Boscia, among others.
  • Beware of impulse purchases. We’ve all been there: seeing a shiny new product under a dreamy Instagram filter can be tough to resist, especially if you don’t even need to leave the app to snatch it up. But a streamlined checkout process is a pro as well as a con because you’re less likely to consider if you actually need the item or take time to compare to others for price and value.

What brands are available?

See the full list of brands you can buy from Sephora on Instagram below:

  • Acqua Di Parma
  • amika
  • Armani Beauty
  • Atelier Cologne
  • Aether Beauty
  • Biossance
  • Bite Beauty
  • By Rosie Jane
  • Mizani
  • Christophe Robin
  • Dae
  • Dr. Dennis Gross
  • Dr. Jart+
  • Drunk Elephant
  • IGK Hair
  • Sephora Collection
  • Drybar
  • Farmacy
  • First Aid Beauty
  • Givenchy
  • Glow Recipe
  • Grande Cosmetics
  • Guerlain
  • Herbivore
  • ILIA
  • innisfree
  • Isle of Paradise
  • IT Cosmetics
  • Josie Maran
  • Kaja
  • KVD Vegan Beauty
  • Kate Somerville
  • Kiehl’s
  • KORA Organics
  • Lancôme
  • Maison Louis Marie
  • Makeup Eraser
  • Marc Jacobs Beauty
  • Marc Jacobs Fragrances
  • Milk Makeup
  • Mizani
  • Moon Juice
  • Natasha Denona
  • Olaplex
  • OleHenriksen
  • Origins
  • Peace Out
  • Primera
  • rms beauty
  • Shani Darden
  • Shiseido
  • Skinfix
  • Skylar
  • Smashbox
  • Sulwhasoo
  • Summer Fridays
  • Supergoop!
  • tarte
  • Tatcha
  • The 7 Virtues
  • The INKEY List
  • Together Beauty
  • Too Faced
  • Urban Decay
  • Velour Lashes
  • Verb
  • Viktor&Rolf
  • Voluspa
  • Wander Beauty
  • Youth To The People
  • Yves Saint Laurent

Photo: Wikimedia

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