Wait, Is This Store About to Become the New Sephora?

Getting our training on! The Glossary at the Bookstore. Come check it out! #theglossarycosmetics #smashbox

A photo posted by William & Mary Bookstore (@wmbookstore) on

Bliss, Burt’s Bees, Butter London and books sitting side-by-side?

Barnes & Noble thinks it’s a winning combo—at least on college campuses.

As reported on by Racked, the chain is trying out a new brick-and-mortar concept store—known as The Glossary—in several of its college bookstores, and it’s every beauty lover’s dream.

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The Glossary Launch party is on! #theglossarycosmetics #williamandmary #smashbox

A photo posted by William & Mary Bookstore (@wmbookstore) on

So far, Emory University, Southern Methodist University, Tulane University and the College of William & Mary are counting their campuses “in,” stocking brands such as Smashbox, Living Proof, Philosophy, Maybelline, L’Oreal and CoverGirl (and that’s just for starters). Next stop is a location at University of California Riverside.

What also makes The Glossary a little different (besides the choice of location) is the focus on “self-service browsing”—think less Sephora, where a consultant might help you, and more do-your-own-thing. But like Sephora, we hear there’s plenty of samples, testing and some very serious-looking goodie bags.

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