Japanese department store Seibu is trialling a departure from the classic branded counters of a traditional department store for its cosmetics and beauty section, according to a report published by The Japan News.

The retailer has created a multi-brand Makeup Station in its Ikebukuro flagship, stocked with foundation and lipsticks from some 40 brands. The Makeup Station is manned by specialized staff who are trained across multiple brands.

Isetan Mirror Make & Cosmetics is another example of a counter-free sales approach. Customers can browse products and seek advice from independent clerks. “We’re attracting a younger customer who used to shy away from shopping at department stores,” a spokesperson for Isetan told The Japan News.