French multinational personal care and beauty chain stores; Sephora, last Wednesday opened up on Instagram checkout. A new collaboration through a digital storefront that allows shoppers to buy products directly from a user’s Instagram feed or stories.

According to Dive Insights, Sephora’s move to Instagram checkout is a further indication of the growing importance of social commerce, especially as brands attempt to meet young consumers where they are. With 20 brand partners, including Adidas, Nike and H&M, the social platform’s commerce feature has since continued to attract new retailers, including Abercrombie & Fitch and Target. It’s a way for many retailers to take advantage of trends that have pushed more online spending to mobile devices over the years, including key shopping periods like Black Friday.

For Sephora, however, selling on Instagram has the added benefit of continuing to grow its relationship with the popular brands it sells. Both Sephora and rival Ulta have been intently focused on cultivating relationships with up-and-coming brands and DTC beauty sellers, often going after exclusive selling partnerships.

“Sephora is thrilled to work with Instagram on this unique social shopping experience,” said Carolyn Bojanowski, SVP and GM of eCommerce for Sephora. “Our clients engage with social media in so many ways, like drawing inspiration from the community, getting tips from experts or learning about new beauty trends so we’re always looking for new ways to enhance that beauty journey. We’re excited to deliver Instagram checkout, a new, seamless, direct, and secure way to shop across our brands’ accounts, while still getting the perks of being a Sephora client.”