Sephora keeps on top of trends and innovation, which is why it’s one of the most successful beauty retailers in the universe. Sephora’s newest initiative further illustrates its savvy; the store is capitalizing on the current obsession with nails and offering in-store manicures starting at the end of July.

Called the Sephora Nail Studio Art+Lacquer Services, Sephora teamed up with XpresSpa (best known for its mini-spas in airports) to provide the services. Sephora told WWD, “We’ve seen significant client interest in nail and the current art trend.” “Nail Stylists” will be available to “bring nail art to life.” They’ll use brands like Dior, Nars, Illamasqua, and Nails Inc., all of which are Sephora brands.

The first two Sephora nail studios will open July 25 in NYC’s Times Square location and San Francisco’s Powell Street store. More NYC and California locations are expected by the end of the year. We can only hope that if those are successful, the middle of the country will get some, too.

*Photo: WWD