JC Penney has announced that it will hire some 800 new sales consultants as part of an expansion of the US department store’s beauty offer, according to a report published by Market Watch.

The retailer is set to add a further 70 in-store Sephora formats to its tally, bringing the total number of Sephora Inside JC Penney locations to 650 by the end of the year. In addition, some 32 existing store-in-store Sephora formats will be expanded by up to 50 percent.

JC Penney has also launched same-day pick up for online Sephora orders, and expects to introduce a booking system for makeovers with Sephora consultants imminently.