Sephora is offering some new colorful in-store services. The specialty beauty retailer has unveiled two new features of its Color IQ foundation service, which it operates in partnership with Pantone, in all U.S. stores. Powered by the Color IQ device initially launched in 2012, the new lip and concealer matching services precisely determine the best color options based on the client’s personalized Pantone SkinToneTM shade.

The Color IQ device uses tri-directional color image capture technology to record 27 images in less than two seconds, using eight different visible illuminations and one ultraviolet illumination for precision matching. This data then becomes a color composite and is assigned an official Pantone SkinToneTM number. These two new complimentary services let customers filter through Pantone’s SkinToneTM library and determine their most flattering colors from more than 3,500 lipstick shades and more than 400 concealer shades.

Sephora opened its first U.S. store in New York in 1998. Launched in the U.S. in 1999, is Sephora’s largest North American store in terms of sales and selection of products and brands. Sephora operates approximately 1,900 stores in 29 countries worldwide.

According to Chain Store Guide’s database of Drug Stores and HBC Chains, based on total company sales, Sephora USA is the 4th largest Health & Beauty chain following Ulta, Bath & Body Works, and Sally Beauty Supply. The company ended its last fiscal year with 360 stores and an estimated $2.25 billion in sales. Also, there are currently over 500 Sephora shops inside JCPenney stores. JCPenney has been increasing the number of shops run by Sephora within its stores to attract shoppers to its struggling department stores. Sephora shops accounted for 12 percent of JCPenney’s sales last year.