THE WHAT? Sephora has announced a new digital collaboration with Instagram. The LVMH-owned beauty retailer and social media platform will build a seamless shopping experience for Sephora’s 20 million followers with a digital storefront and secure checkout enabled in feeds and stories.

THE DETAILS Sephora has launched the facility for some 80 of the brands it stocks, allowing them to scale their business. Brands include Drunk Elephant, Milk Makeup, Olaplex and Summer Fridays, among others.

“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.”

THE WHY? As anyone who has pressed the ‘buy now’ button on Amazon will know, the easier it is to buy, the less likely shoppers are to reconsider a potential purchase. This facility will no doubt transform the lazy scroll into a shopping spree.