British health and beauty retailer Boots has revealed plans to roll out 30 beauty halls in stores across the UK.

The announcement is in line with the company’s ongoing multi-format store strategy, which is based on a growing digital proposition designed to complement its multi-format store footprint.

Boots’ new concept store halls are smaller versions of the reinvented beauty halls found in 60 of the retailer’s flagship stores.

They will feature trending zones, discovery areas and consultation spaces and offer products from a range of brands, including Drunk Elephant, Fenty Beauty and MAC.

As part of its beauty reinvention project, the company will create more than 100 Boots beauty specialist roles.

There are currently more than 700 fully trained beauty specialists across the UK providing personalised, brand-neutral beauty and skincare advice for customers in stores for free.

Boots UK managing director Seb James said: “We are so pleased to launch even more reinvented beauty halls on UK high streets, furthering our position as the UK’s number one for beauty.

“While our online sales continue to grow, the in-store experience is still hugely important, which is why we have continued to invest in our new-look beauty halls throughout the pandemic and beyond.

“As we are now out of lockdown and life is starting to look more normal, I am confident that our beautiful new beauty halls will help to drive more footfall into Boots, as well as to local high streets more broadly.”

Boots currently offers reinvented beauty halls across 90 of its stores in the UK and 30 other smaller format stores.

Its products and services are available at more than 1,200 pharmacies, more than 1,000 high street and local stores, 37 flagship stores and 26 airport stores across the country.

Last month, the company piloted a delivery scheme in 14 UK cities in partnership with Deliveroo