Walgreens and Birchbox debuted their highly anticipated partnership on Thursday, including three stores in New York. The other markets where the total of 11 pilot stores will operate include Chicago, Los Angeles, Dallas, Miami and Minneapolis.

To build upon Walgreens’ efforts to elevate the beauty experience, the retailer took a minority stake in Birchbox last October. “Through Birchbox, we’re able to bring in the best items of the best brands,” said Lauren Brindley, group vice president of beauty and personal care at Walgreens. “And this is a scalable model,” she said noting that based on feedback from the initial stores the concept can be rolled out to more doors. For Birchbox, teaming with Walgreens exposes Birchbox’s subscription model to even more consumers.

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