The Facebook-owned entity announced Thursday that it officially launched social commerce on the platform’s short-form video feature, deepening Instagram’s investment into mobile-first shopping. Brands like MAC Cosmetics, Revolve, Song of Style by Aimee Song, Rare Beauty, and the NBA have already made their Reels content shoppable, according to a press release.

The launch, although expected, comes after the US Federal Trade Commission filed an antitrust complaint against Facebook on Wednesday, calling for a breakup of the tech giant’s various platforms, including Instagram, WhatsApp and its namesake platform.

In the meantime, fashion brands have been slow to enter the social commerce space, preferring instead to lure shoppers to their own e-commerce websites where they can retain control over valuable shopper data as well as the entirety of their sales.