On Wednesday, Instagram announced a new feature to bring the growing e-commerce “drop” trend to the platform. The feature, located inside the Shop tab, will showcase upcoming product launches, launch reminders and recent collection drops.

The drop feature is the latest move Instagram has made to build up its  in-app shopping capabilities. Instagram rolled out a variation of this feature in September 2019, with launch reminders, which were employed by brands including Hill House Home and Dragun Beauty.

The initial drops include Drake x NOCTA ‘Cardinal Stock’ collection and Charlotte Tilbury exclusive Pillow Talk Lips & Dreams Lashes kit.