Sephora has launched its first AI-enhanced shopping experience directly within ChatGPT. Currently piloting in the United States, this integration allows the retailer's 80 million active members to discover, personalize and purchase products through what it describes as a seamless, conversational interface.
The news comes as Ulta Beauty joins TikTok Shop, signaling that retailers are escalating their reach to meet consumers wherever they are.
Sephora shoppers can prompt specific beauty needs—such as "help me find a foundation for dry skin"—and receive curated recommendations based on Sephora’s expert point of view.
Customers who link their Sephora Beauty Insider accounts will receive personalized advice and can utilize member benefits, including loyalty rewards and free shipping promotions.
While the current pilot focuses on discovery and rewards, future updates will enable U.S. users to complete their entire payment and checkout process directly within the ChatGPT app.
"ChatGPT is increasingly becoming a starting point for how people discover products," said Nick Turley, head of ChatGPT at OpenAI. Sephora's global chief digital officer, Anca Marola, added that the goal is to expand this "intelligent channel" experience globally following the U.S. pilot.
In addition to this customer-facing tool, Sephora and OpenAI have confirmed they are committed to exploring broader AI collaborations across Sephora’s global operations.
Meanwhile, Ulta Beauty has launched into TikTok Shop. The move was first teased on the company's most recent earnings call.
CEO Kecia L. Steelman noted that consumers "can purchase immediately as they engage with content from Ulta Beauty, Inc. and our brands on the platform."
