Sephora Rolls Out New Concept Store

Sephora (Paris) is opening Sephora Studio, a new concept store that is half the size of its other stores, in Boston.

“The Studio merges the best of an inclusive neighborhood retail environment with best-in-class digital tools that enable our expert beauty advisors to customize recommendations on an individual basis,” said Calvin McDonald, president and ceo of Sephora Americas, in a press release. The 2000-square-foot Studio will be the first store to offer Sephora’s new beauty studio service, Custom Makeover Plus, a 75-minute custom makeover.

The retailer, which just opened its largest store in New York, has 2300 locations in 33 countries.