ChatGPT is coming for the beauty industry, altering shopping habits in its wake

By Alessandro Carrara | Published: 1-Dec-2025
Retail Marketing

Artificial intelligence (AI)’s beauty takeover is well underway with Target, Glossier and Skims all investing in ChatGPT, but is shopping via AI-powered chatbots another brief trend, or here to stay for good?

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The way consumers shop for beauty is being irrevocably changed in 2025 and beyond, with ChatGPT integration being the latest foothold in artificial intelligence’s (AI) industry takeover.

Target, the US department store chain, is the latest retailer to tap into AI after launching its debut shopping storefront on ChatGPT in November.

Launched in a beta stage, Target’s product range is shoppable through the OpenAI-owned chatbot, with the option to select drive-up, pick-up or shipping fulfilment options.

But Target is not the only one jumping on the AI craze, with beauty brands such as Glossier and Skims now available through the chatbot too.

This is via Open AI’s new Instant Checkout – a new ChatGPT feature which allows users to purchase products directly through the app.

AI’s beauty takeover is no longer an ‘if’ anymore, but how does ChatGPT’s shopping integration stack up against conventional shopping methods?

How ChatGPT is changing state of beauty play

Whether positive or negative, large language models like ChatGPT are changing the way we shop, Yolanda Ching, Head of Sales & Marketing at EveLab Insight, tells Cosmetics Business.

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