Sephora, Ulta plug into ChatGPT and Gemini as AI reshapes beauty discovery
The two beauty retail giants are racing to embed generative AI into the shopping journey via partnerships with OpenAI and Google. The moves come as Circana flags Q1 beauty growth and the category navigates IP fights, including Zara's countersuit against Estée Lauder over Jo Malone naming.
Sephora and Ulta are integrating AI via ChatGPT and Google Gemini partnerships. Zara countered Estée Lauder's lawsuit over Jo Malone naming on perfume, while Circana reported Q1 beauty sector growth.
Why this matters
Sephora's ChatGPT and Gemini integrations extend its omni-channel push, embedding AI assistants directly into the discovery funnel as beauty retail competes on personalization at scale.
Omni-channel steady at 18 signals in 90d, reflecting sustained retailer investment in connected experiences.