Sephora’s new Beauty Insider Community is set to become the world’s most trusted and beauty-obsessed social platform, according to the retailer.

The LVMH-owned perfumery chain’s latest digital endeavor is billed as a first for the prestige retail industry and will serve as a destination for beauty lovers to find inspiration and recommendations in a real-time social setting. Open to members of Sephora’s loyalty program, the new community is an evolution of the retailer’s current community properties, combining BeautyTalk, Beauty Board and Ratings & Reviews into one cohesive experience.

“As with any digital innovation that we bring to our clients, we look not only at how we can optimize our client’s online journey for a seamless on and offline experience, but also at how we can make our digital offerings truly essential, intuitive and fun to use,” said Mary Beth Laughton, SVP of Digital at Sephora. “For our Beauty Insider Community, we set out to take all the things that were working really well across our various digital platforms and combine them for a unified, mobile-friendly experience. Community is for those clients who crave a deeper level of beauty connection and inspiration from people just like her, whom she can trust.”

Sephora will also launch a ‘conversational shopping’ feature on August 22, allowing shoppers to gain real-time input on purchases they are considering before clicking ‘buy now’.