Instagram Launches ‘Live’ Hub Inside Shopping Tab With Some Help From Nikita Dragun, Peloton

In honor of Fashion Month, Instagram will premiere today a live shopping series chock full of star-studded streams showcasing new wares from Rare Beauty, Aveda, Peloton, and more.

The 10-day event also serves to inaugurate a brand new ‘Live’ destination inside Instagram’s ‘Shop’ tab, where users can check out ecommerce streams and opt to be notified before broadcasts begin.

While the ‘Live’ destination within Shop is new, Instagram formally launched live shopping in May 2020

, enabling businesses or creators in the U.S. to tag up to 30 products — each of which can be pinned during the stream, and purchased there and then by viewers without missing a beat. Instagram does not take a cut of any sales, a spokesperson for parent company Facebook said.

The first live shopping event series will comprise VIP conversations and performances, wherein viewers can also shop some of Instagram’s biggest brands. The spokesperson said another series of events is being planned for the holidays.

Selena Gomez will kick off a stream for her Rare Beauty brand today at 4 pm, with future installments featuring Outdoor Voices, country artist Kacey Musgraves, Crete nail polish (which was founded by Lil Yachty), and Nikita Dragun’s Dragun Beauty. You can check out the schedule in full below.

Instagram launched its Shop tab — where live shopping lives — in July 2020, and gave it a permanent spot at the bottom of the navigation bar the following November. Last week, Instagram also began selling ads within Shop.