Boots will be opening 30 new beauty halls this year as it looks to reinvent itself after the pandemic.
The new halls will sell a large range of products and have specialist staff to help customers get the right ones for them.
This means no pushy salespeople giving expensive items a hard sell.
The halls will be added to existing stores so will not mean any new Boots branches opening.
Boots already has 60 beauty halls, but only in its flagship stores, which include Covent Garden in London and The Trafford Centre in Manchester.
But now Boots will take the idea to smaller stores in towns across the UK.
The halls will stock brands like Anastasia Beverly Hills, UOMA Beauty, Bite Beauty, Drunk Elephant, Fenty Beauty and MAC.
Boots stocks around 500 brands overall in its beauty halls.
The high street firm said it had seen a big increase in customers buying beauty products as the UK left lockdown .
Sales of beauty products rose 85% in the three months to May 31 compared to the same period the previous year.
A Boots spokesperson said customers particularly liked its celebrity beauty