Sephora Becomes First Prestige Beauty Retailer to Offer Shopping Through Google's AI Platform

Sephora Becomes First Prestige Beauty Retailer to Offer Shopping Through Google’s AI Platform

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6.3.2026

Quick Facts

Sephora launched shopping integration with Google Agentic Checkout, becoming the first prestige beauty retailer to enable direct purchases within Google’s AI platform
The feature allows customers to research products, compare recommendations and complete checkout without leaving Google’s ecosystem
Future phases will integrate Sephora’s 80 million-member Beauty Insider loyalty program for personalized experiences

Sephora announced an expanded partnership with Google to become the first prestige beauty retailer enabling shopping directly through Google’s AI-powered platform. The integration uses Google Agentic Checkout as part of Google’s Universal Commerce Protocol.

The new feature lets shoppers discover products, ask detailed beauty questions, build routines and complete purchases within Google’s platform. Customers can research products and ingredients conversationally, compare recommendations in real time and check out without leaving Google.

“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.

Sephora joins merchants including Nike, Target, Ulta Beauty, Walmart, Wayfair and Shopify merchants in Google’s Universal Commerce rollout. The LVMH-owned retailer operates 2,700 stores across 35 countries and generates over $10 billion in annual revenue.

The integration builds on Sephora’s broader AI strategy. The company’s AI-powered recommendations drove an 18% jump in conversion rates and a 10% increase in average order value. Sephora completed more than 180,000 scans per month using its Beauty Skin Scan tool.

Future phases will integrate Sephora’s Beauty Insider loyalty program, which drives 80% of North American sales. The program’s 80 million active members spend 15 times more than non-members and maintain 80% retention rates.

The launch follows other AI initiatives including the Sephora App in ChatGPT and AI Beauty Chat on its website. The company’s Virtual Try-On technology has facilitated over 200 million virtual try-ons since launch.

“Beauty clients around the world are increasingly open to AI-powered guidance, as many use technology to discover brands, trends, and routines,” Sephora stated in its announcement. The company positions AI as enhancing rather than replacing human service in beauty retail.

Sephora’s AI investments extend to operations. The company’s fraud prevention system reduced fraudulent transactions by over 40% while lowering false positives by 25%. AI forecasting tools trimmed excess inventory by 22% and reduced stockouts by 30%.