JCPenney announced Monday morning that it plans to make beauty more accessible to the masses with the addition of 70 new Sephora inside JCPenney locations beginning May 5. Introduced in 2006, Sephora inside JCPenney offers a curated selection of makeup, fragrance, skin and hair care brands. By the end of 2017 there will be nearly 650 Sephora inside JCPenney stores in the U.S.

Marvin R. Ellison, chairman and CEO of JCPenne, said that the retailer is also taking an omnichannel approach to shopping Sephora inside JCPenney by strengthening technology and infrastructure to reach new beauty customers through

“We’ve launched the ability for customers to purchase Sephora online and pick up their order at a JCPenney store the same day. This is one example of how we’re delivering on the customer’s expectations for accessibility and convenience,” Marvin said in a company statement.

Later this year, JCPenney will introduce a new online feature that will enable clients to book a comprehensive custom makeover with a Sephora beauty consultant.

In addition to the 70 new locations opening over the next few months, 32 existing Sephora inside JCPenney shops will expand in size by nearly 50 percent to accommodate more products and client services, such as Benefit Brow Bars, which will be introduced to 25 new and existing SEPHORA inside JCPenney locations. A key component of the Sephora inside JCPenney experience are its beauty consultants. As part of the beauty expansion, the company will hire an additional 800 consultants nationwide.