Bluemercury is planning on rapidly expanding its retail reach with the help of its new parent company, Macy’s. Since its acquisition, there have been no organizational changes and the two have partnered closely on omnichannel retailing strategies to grow the business.

“The major change consumers will see as a result of the partnership is the application of digital to our brand,” said Marla Malcolm Beck, Chief Executive Officer and President, who Co-founded the company with husband Barry Beck, Chief Operating Officer.

To manage its digital resources and infrastructure, Bluemercury has hired former Sports Authority e-commerce head, Jennifer DiMotta, as VP of Omnichannel to oversee its e-commerce, mobile and omnichannel efforts, with the goal of  “identifying ways to integrate its digital, mobile and brick and mortar experience in a way that is differentiated, meaningful and helpful to the consumer.” The brand will also be leveraging Macy’s expertise to improve the experience.

At retail, Bluemercury store-in-store boutiques were added this month to three Macy’s stores in California in Victoria Gardens, Santa Anita and Union Square, and one in Memorial City, Texas. The company will hire and train staff representatives in all the stores, which will offer the many services it’s known for, including an assortment of luxury beauty products and on-site spa treatments. Plans to add the boutiques to additional stores will be determined based on the success of the four new outposts. In the meantime, Bluemercury is already innovating on the beauty floor with the introduction of The X-Bar, an exclusive concept for Macy’s, which launched in its Union Square, California location last week and will roll out to additional stores in 2016. The small kiosks give consumers the opportunity to experience new trends and product launches with fast service from trained experts.

“We’re excited to introduce The X-Bar at our new Macy’s shop-in-shops,” said Marla. “It provides us with a high-touch forum to introduce clients to the newest, hottest products through a try-it-quick sensory experience.”

Macy’s will also carry Bluemercuy’s two exclusive lines M-61, a natural skincare treatment line, and Lune + Aster, a vegan-based color cosmetics designed for the on-the-go woman. The lines were developed from the knowledge the company gained as a result of millions of in-store spa treatments and makeovers it’s performed.

“We see many trends in skin care and color products that are converging – the desire for instant and powerful results, the trend towards veganism and superfoods by the younger consumer and the desire for elegant and streamlined design,” said Marla. “This is causing the younger generation to want fewer, more powerful, more green products. We have taken these trends and wrapped them into our two proprietary brands.”

When Bluemercury first launched in 1999, it aimed to revolutionize the way women shopped for beauty by offering product testing, friendly expert advice and spa services. The retail chain is a direct competitor with global beauty giant Sephora, who’s store-in-store concept with JCPenney has helped the department store chain achieve beauty street cred. Macy’s acquisition of Bluemercury for $210 million suggests the rising importance of beauty as a critical growth driver for brick and mortar.

“Our partnership with Macy’s is complementary,” said Marla. “We chose them because they are one of the largest retailers in beauty, and can provide us with resources and audiences we haven’t had access to. They get the innovation and we get more brand recognition.”

In addition to the new store-in-store launches, there are plans to have a total of 100 freestanding heritage (non-Macy’s) stores by mid-2016, an increase from the 76 currently operating.