JP Morgan Payments has introduced the Tap to Pay on iPhone service for merchants in the US, with Sephora, a personal care and beauty products retailer, as the first client to use the service.

The new payment solution allows merchants to accept contactless payments using their iPhones, without needing a dedicated payments card reader or additional hardware.

It enables merchants and their customers to engage and transact anywhere with internet service and provides a rapid and easy checkout experience.

Sephora is the company’s first client to enable Tap to Pay on iPhone solution, which is currently being rolled out across all its freestanding stores in the US.

Sephora’s beauty advisors can accept contactless credit and debit cards, Apple Pay, and other digital wallets anywhere in the store, using their iPhone and the mobile Point of Sale App.

Sephora vice president, treasurer Stefan Jensen said: “We’re excited to partner with J.P. Morgan Payments to deliver Tap to Pay on iPhone and continue to bring innovative payment solutions to the Sephora shopping journey.

“Sephora operates with a customer-first mindset, and our goal is to provide an elevated shopping experience in all of the ways that our beauty community chooses to shop with us.

“It’s a win-win: our customers get a transparent and secure transaction without waiting in a long queue, and our Beauty Advisors have more freedom to build meaningful connections with our shoppers.”

JP Morgan Payments said that the Tap to Pay on iPhone plays a key role in its product strategy to offer end-to-end payment and transaction experiences for both businesses and consumers.

The advanced payment solution allows its clients to accept payments from contactless credit cards, debit cards, and NFC-enabled digital wallets on smartphones and smartwatches.

The merchant’s employee can select the Tap to Pay on iPhone and have the customer tap their contactless card or mobile device to the employee’s iPhone, to complete the payment.

JP Morgan Payments plans to expand its Tap to Pay on iPhone offering to all its merchant clients in the US, over the next year, including small- and medium-sized business merchants.

JP Morgan Payments’ payments and commerce solutions global head Max Neukirchen said: “Giving consumers the ability to simply tap-and-go is very exciting. This solution means our merchants don’t need to worry about certain pain-points like card reader Bluetooth connectivity, terminal power charging or manually entering card information.”

JP Morgan Payments global head Takis Georgakopoulos said: “Enhancing the ability for consumers to pay with their preferred method of payment is part of our broader, customer-centric approach to simplify omnichannel payment acceptance for our merchant clients.

“As consumer payment needs continue to rapidly evolve, this is a significant demonstration of our ability to innovate at scale to support our merchant clients through this ongoing transformation.”