Sephora Inc. and J.C. Penney Co. Inc. are adding muscle to their nine-year-old partnership with a push toward new markets.

“Working with J.C. Penney has proven to be a valuable partnership that represents one of our largest growth initiatives in the U.S.,” said Satish Malhotra, executive vice president for Sephora inside J.C. Penney, Canada and Latin America. “With our one-of-a-kind beauty collaboration, we are able to reach more markets where Sephora does not exist and introduce prestige makeup, fragrance and skin-care brands that may not be available in many of these cities.”

As of May 1, Penney’s will open Sephora inside J.C. Penney outposts in 25 additional stores: Nogales, Ariz. at Mariposa Mall; Tucson, Ariz. at Tucson Mall; Rogers, Ark. at Pinnacle Hills Promenade; Merced, Calif. at Merced Mall; Aurora, Colo. at Southlands Shopping Center; Manchester, Conn. at The Shoppes at Buckland Hills; Miami at Southland Mall; Jensen Beach, Fla. at Treasure Coast Square; Tampa at Westshore Plaza; Newnan, Ga. at Newnan Crossing; Idaho Falls, Idaho at Grand Teton Mall; Raleigh, N.C. at North Hills Shopping Center; Greenville, N.C. at Greenville Mall; Johnson City, N.Y. at Oakdale Mall; Tulsa, Okla. at Tulsa Promenade; Knoxville, Tenn. at West Town Mall; Waco, Tex. at Richland Mall; Wichita Falls, Tex. at Sikes Senter Mall; South Jordan, Utah at The District; Roanoke, Va. at Valley View Mall; Vienna, W. Va. at Grand Central Mall, and Madison, Wis. at East Towne Mall. A location in Parma, Ohio, at the Parmatown Mall will open this summer, while a location in Cedar Rapids, Iowa at Westdale Mall will be added for fall.

Six existing locations will be expanded as of Friday: West Covina, Calif. at Westfield West Covina; Santa Ana, Calif. at Main Place Mall; Orlando, Fla. at The Florida Mall; Toms River, N.J. at Ocean County Mall; Scranton, Pa. at Viewmont Mall, and Houston at The Shops at Stone Park.  While existing locations are 2,200 to 2,600 square feet apiece, the expanded units will top 3,000 square feet.

“Sephora is one of the most powerful and exciting beauty concepts in the world, and we want to leverage that reputation to drive the growth of Sephora inside J.C. Penney,” said Ivy Spargo, senior vice president and general merchandise manager of intimate apparel, swim, outerwear and Sephora inside J.C. Penney for the retailer. “Sephora is not only an important part of our center core strategy, but also a differentiator that helps set us apart from the competition.”  More than 500 of J.C. Penney’s 1,600 stores now feature a full-service Sephora assortment.