Sephora has created two new website tools that borrow the ‘swipe right’ action from popular dating app Tinder to promote its private label range, Sephora Collection, according to a report published by Ad Week.

“We’re trying to create these really fun, addictive shopping experiences,” Deborah Yeh, SVP of Marketing at Sephora told Ad Week. “We offer a huge range of products in every category, but we also have the full, 360 retail and digital experience in addition to that product.”

The ‘swipe it, shop it’ features allows consumers to browse the 1,000-strong collection with ease, showing a series of shoppable looks that can be navigated by swiping left, or purchased by swiping right. Sephora is hoping that these looks will become user-generated in the future, with users uploading their own photos.

In a bid to promote this new feature, the LVMH-owned perfumery chain will become the first beauty brand to buy ads on Tinder with a polling function from September. Ads worded with tongue-in-cheek dating terminology will encourage users to answer questions to receive a free sample.

The second feature, named the ‘beauty uncomplicator’ is a three-step questionnaire inspired by Mad Libs that functions as a search tool.