Sephora teams up with Google for hands-free beauty tutorials

Google and Sephora have joined forces to make following beauty tutorials much easier.

The tech giant's ‘Google Hub' device will be available for beauty fans to interact with -- and even purchase -- at 10 of the beauty retailer's locations across the US as well as in its online store.

In addition to being used as a voice-controlled smart home device, the Google Hub also plays YouTube videos; which is where Sephora comes in. Playing beauty tutorials on a voice-activated device brings advantages such as allowing makeup fans to pause the content without so much as having to put down their bronzing brush."Hey Google, show me a smokey eyes video from Sephora."

The move is the latest major innovation from Sephora, which has been hitting the headlines on a regular basis recently. The cosmetics giant has had a big year so far, hosting its first-ever major ‘Sephoria' beauty festival in Los Angeles last month, as well as teaming up with the Museum of Ice Cream (MOIC) on a makeup collaboration back in September, launching a new omni-channel retail platform in China, and launching in-store facials in several of its boutiques across the US.