Marc Jacobs Beauty has unveiled a cool new tech treat for fans of the New York City-based brand, working in-house to create a tool that helps you shop its beauty products based on your Instagram “likes”.

Those living in the United States will no longer need to browse the online store for something they’ve spotted on the brand’s Instagram. Instead, one just needs to sign up with the new service and receive a weekly e-mail with every product they’ve liked on the brand’s Instagram account (as long as it includes the #shopmjb hashtag). The project was created in-house by the LVMH owned brand.

“With Marc Jacobs Beauty, the driver for the brand is ‘luxury reinvented’,” LVMH’s Kelly Coller explained to Fashionista. “We wanted to control every touchpoint of the client shopping with us,” she added.

Fashion and beauty labels are continuing to invest in 360 shopping and social solutions. It’s not the first time that a brand has created shoppable content on social feeds, but it is the first time a brand has developed its own tools in-house to do the job. Expect to see plenty more where this came from.