Sephora has launched its app on artificial intelligence-(AI) powered chatbot ChatGPT.
Debuting in the US, the Sephora app in ChatGPT will assist customers in discovery, as well as shopping for solutions with curated advice and recommendations.
The LVMH-owned beauty retailer’s loyalty rewards and member benefits, such as free shipping promotions and samples, will also be available on the OpenAI-founded chatbot.
Future updates will enable payments and checkout directly within the app.
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“At Sephora, we are passionate about assisting our customers with the best beauty advice and curation, wherever and whenever they want,” said Anca Marola, Global Chief Digital Officer of Sephora.
“Today, this means piloting the Sephora app on new intelligent channels such as ChatGPT.
“We are proud to introduce this experience in the US market, with the goal of expanding this globally.”
The launch is part of Sephora’s focus on digital innovation in 2026 and comes amid increased adoption of AI tools in everyday life, including ChatGPT, according to the retailer.
Sephora said it is leading this shift by “integrating its unparalleled beauty expertise and point of view into intuitive, AI-driven experiences that meet customers wherever they are”.
Nadine Graham, Sephora North America General Manager of e-Commerce, said: “Beauty clients around the world are increasingly open to AI-powered guidance, as many use technology to discover brands, trends and routines.
“By blending our digital retailer expertise with new AI tools, we are creating new seamless and conversational experiences that are not only efficient but helpful for beauty consumers.”
Nick Turley, Head of ChatGPT at OpenAI, added: “ChatGPT is increasingly becoming a starting point for how people discover products and make decisions.
“This new experience with Sephora explores how beauty discovery and shopping can be more helpful and personalised inside ChatGPT.”
Sephora is not the only beauty business jumping on the AI craze in 2026, with beauty brands such as Glossier and Skims now available through the chatbot.
This is via Open AI’s new Instant Checkout – a new ChatGPT feature which allows users to purchase products directly through the app.
Target, the US department store chain, also launched its debut shopping storefront in ChatGPT last year.
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