J.C. Penney Co. will open up another 60 Sephora shops inside its stores by June 17, with nearly half of those set to launch on Friday.

The accelerated expansion marks a decade of Sephora operating inside J.C. Penney’s and underscores the success with the partnership.

Sephora is situated in more than half of the 1,000 J.C. Penney stores around the country. It’s an open-sell environment encompassing about 2,000 square feet of prestige cosmetics, skin care, fragrance, tools and accessory products, and a Sephora Beauty Studio for complimentary consultations and mini-makeovers. Shoppers are encouraged to test and play with samples as beauty consultants use a non-biased approach to recommending brands.

All of J.C. Penney’s Sephora shops offer nearly 50 different prestige brands, fragrance and beauty products such as Bite Beauty, Kat Von D, Lancôme, Make Up For Ever, Nars, Marc Jacobs, Kate Somerville, Urban Decay, Dior and the private label Sephora Collection.

In addition, one of the largest of J.C. Penney’s Sephora shops, a “flagship” with about 3,000 square feet, will open in a newly relocated store at Northridge Mall in Salinas, Calif., in November.

Sephora is also sold on jcp.com which offers a broader selection of brands, colors and shades that may not be immediately available in a local store.

“When we first introduced a Sephora inside J.C. Penney in 2006, it was a revolutionary concept,” said Angela Swanner, senior vice president for Sephora inside J.C. Penney. “J.C. Penney was one of the first department store retailers to forgo the traditional beauty counter and work with a global beauty brand to build a dynamic Sephora shop inside its stores. Ten years and nearly 600 locations later, Sephora inside J.C. Penney has become a leading beauty destination that will continue to be a growth driver in 2016 and beyond.”

“Our 10-year collaboration with J.C. Penney has been an incredible partnership that has yielded both business growth and unmatched exposure in numerous markets across the United States,” said Satish Malhotra, executive vice president for Sephora inside J.C. Penney, Canada and Latin America.