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Don't be surprised, if the next time you go into Macy's it looks a lot like Sephora. The department store is testing a new way of selling beauty products—namely, letting the customer browse and buy off the shelf. At least 40 Macy's across the country will adopt this layout in parts of their beauty departments this year—currently, the 1,000 square foot test model exists in the Brea Mall Macy's in Brea, California. "You can’t ignore that women are very self-service orientated," makeup artist Laura Geller, founder of the eponymous cosmetics range, told WWD. "I learned a long time ago when you stand behind a counter and approach a client, it creates an intimidation factor. It’s about standing with her and not in front of her." [WWD]