Sephora has long been known for its in-store beauty advisors, product discovery and loyalty-driven personalization. But as more consumers start their shopping journeys inside AI-powered platforms like ChatGPT and Claude, the retailer is moving to bring that same beauty expertise into new digital environments.This week, Sephora announced an expanded partnership with Google, becoming the first prestige beauty retailer to enable shopping directly within Google’s AI-powered platform through Google Agentic Checkout. The experience lets shoppers discover products, ask detailed beauty questions, build a routine and check out within the Google platform, without having to leave it.
For Sephora, the launch is part of a broader AI strategy focused on meeting consumers where discovery is increasingly happening. Recent examples include the Sephora App in ChatGPT, Sephora’s proprietary AI Beauty Chat on its website and app, and AI-enabled skin diagnostics across both stores and digital channels.
“We really see that these LLMs are where consumers are now starting their discovery journey, and so we want to be where the consumer is,” said Nadine Graham, gm of e-commerce at Sephora North America, speaking at the Glossy E-Commerce Summit in Miami on Tuesday. “If the consumer moves to LLMs, we are also going to have the best Sephora experience there.”
