Sephora announced it updated its Beauty Insider program giving members even more perks, especially for their birthdays. The updates allow customers to make the program more personalized. It’s one of the many ways Sephora has taken risks in order to improve the CX for its approximately 20 million customers.

Sephora’s loyalty program has three tiers, Insider, VIB and Rouge. Insider is the free membership prior to any purchase; VIB membership kicks in after a customer spends $350 in a calendar year and Rouge after a customer spends $1000.

In 2019, every member may choose a free gift during their birthday month and those rewards include items from Drunk Elephant and Kat Von D. Each tier of the beauty insider program (Insider, VIB or Rouge) receives this benefit.

Sephora also created a new online birthday boutique, where ‘VIB’ and ‘Rouge’ tier members can get three choices during their birthday month.

“Since its launch in 2007, Beauty Insider has provided members with countless opportunities to receive more value and engage with their favorite brands and products in a way that only Sephora can offer,” said vice president of loyalty for Sephora Allegra Stanley said in the press release.

“Our aim is to continuously adapt and grow our Beauty Insider program as clients’ needs and wants evolve. We are on a multi-year journey focused on raising the bar on client excitement and engagement in a prestige beauty loyalty program.”

The beauty company is finding new ways to make its customers feel special, often using tech to satisfy those needs. In October, Sephora hosted its own beauty convention. “Sephoria: House of Beauty” was an immersive two-day event in Los Angeles and featured interactive rooms and “personalized products.” Attendees could create their own eyeshadow palette, lipstick color or find their perfect foundation shade.

Sephora’s app is also aimed at intimate personalization. It has a “store companion” geofencing feature which gets alerted when you walk into their store—customers’ past purchases, product recommendations, offers and even store events are all available easily via phone.

Sephora has long experimented with their marketing, the company’s first foray into experiential concepts was its Beauty TIP workshops in 2015.