Live Commerce: ‘The new mall’: Beauty flocks to Instagram’s still-expanding shopping feature – Glossy

Instagram continues to roll out new ways to encourage users to shop on the platform, and a growing number of beauty brands are getting on board. 

Instagram introduced the Instagram Shop feature on July 16, which features a shopping page with curated product collections, brand shops and items personalized to a user’s interests and brands they follow. According to Instagram’s announcement, brands can be featured by tagging products in content and making their own product collections. For some users, the heart-shaped “Activity” button in Instagram’s bottom menu has been replaced with a shopping tab linking to Instagram Shop as part…

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