Retail division CVS Pharmacy has unveiled plans to expand its interactive beauty department concept, BeautyIRL, to around 50 stores.

BeautyIRL concept shop was officially announced by CVS in October last year.

The store concept expansion follows successful trials at four locations, including Andover, Massachusetts; Stamford, Connecticut; and Ft. Lauderdale and Miami, Florida, in August last year.

BeautyIRL will be launched in New York City, Los Angeles, Miami and Boston by the end of this year.

The shop-in-shop concept features a beauty department and mini beauty services that are offered via a partnership with Glamsquad.

The stores feature more than 30 indie beauty brands, in-store hygiene bars and CVS beauty consultants.

CVS health, beauty and personal care vice president Maly Bernstein said: “In today’s rapidly evolving beauty retail landscape, customers want three things: brands, experience and service.

“We are incredibly excited at how customers responded to our BeautyIRL format, which drew Millennials and Gen-Z customers at impressive rates and showed customer growth across several age groups.

“As one of the nation’s largest health and beauty retailers, we recognised an opportunity to deliver a more inspiring, interactive in-store shopping experience for our customers and we’re excited to expand this format into additional markets.”

CVS has also partnered with Glamsquad to launch a hair care line, beauty tools and accessories – GSQ by Glamsquad.

Glamsquad CEO Amy Shecter said: “GSQ by Glamsquad was created to bring the ethos of Glamsquad to a national market at an accessible price point.

“We are excited to debut this brand at CVS as we share a similar mission: democratising beauty and helping women look and feel their best.”