Sephora launches ChatGPT app as AI beauty shopping takes off

Sephora has debuted an app inside ChatGPT, creating an AI-powered shopping experience for beauty consumers through a conversational interface. The move allows Sephora shoppers to discover products, receive recommendations, and eventually make purchases inside the virtual space. 

The Sephora app in ChatGPT is currently piloting in the US. Users can ask beauty questions in the app’s chat format and receive curated product advice based on the retailer’s product catalog and “beauty knowledge.”

Users can also link their Sephora Beauty Insider account to the app to get personalized recommendations using their profile preferences, purchase history, and loyalty information. 

“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,” says Nadine Graham, general manager of e-commerce at Sephora North America.

The LVMH-owned retailer plans to add full payment and checkout capabilities inside the ChatGPT app in future updates, allowing consumers to complete their entire purchase journey without having to leave the chat’s conversation.

The launch marks the latest step in the beauty industry’s update of its consumer-facing operations. AI is playing a growing role in how cosmetics are discovered and bought, ousting social media and web search-driven strategies. As more consumers turn to AI models for personalized beauty advice, the roles of beauty brands, retailers, and advisors are converging into one environment.

One-stop shop

According to Sephora, its launch on ChatGPT reflects its border strategy to provide beauty advice and product curation “wherever and whenever” customers want it. Anca Marola, global chief digital officer of Sephora, sees “intelligent” platforms like ChatGPT as an important new channel.

Nick Turley, head of ChatGPT at OpenAI adds: “ChatGPT is increasingly becoming a starting point for how people discover products and make decisions.” 

Users can interact with the Sephora app inside ChatGPT by asking beauty-related questions such as “Sephora, help me find a foundation for dry skin.” The app then responds with product recommendations and advice tailored to the user’s needs.

Sephora plans to add payment and checkout features so users can buy products directly inside ChatGPT.If the user chooses to link their Sephora Beauty Insider account to the experience, the app can generate product recommendations based on the user’s preferences and their profile data. In doing so, the AI can reference a person’s loyalty information and provide suggestions that align with their purchase habits.

The retailer and OpenAI say they will continue working with each other and may explore broader collaboration opportunities across Sephora’s global operations.

Building beauty bots

ChatGPT is increasingly making a name for itself in the world of cosmetic advice. Yesterday, beauty tech company Revieve launched a tool for brands and retailers to personalize their voice when integrating their services into the AI-bot. 

Personal Care Insights spoke with Irina Mazur, chief commercial and marketing officer at Revieve, about why the tool focuses on making brand logic customizable within the platform.

“There’s a risk of generic or unbranded guidance if brands aren’t actively participating in these environments,” she said.

Last week, K-beauty giant Amorepacific joined the push into branded AI. The company launched its Amore Mall through the ChatGPT app, creating a conversational AI environment where consumers can get K-beauty recommendations based on the company’s product data.