Tesco has launched beauty salons within three of its stores and is planning to roll the format out across 70 shops.
The first salon launched in Dudley in the West Midlands last week.
The areas are designed to look like salons within department stores and customers can get anything from spray tans to haircuts to waxing.
The salon, run by Regis, has trained beauty therapists who give customer consultations.
The move is part of Britain’s biggest supermarket’s assault on the £14bn UK beauty market.
Shoppers do not have to book appointments at Tesco’s salons and prices range from £12.50 for a cut and £20 for a shampoo, cut and blow dry.
The Dudley store also has a bespoke area with a vast array of essential beauty ranges.
The grocer has unveiled plans to offer 700 beauty products online to coincide with the opening. Products from brands such as St Tropez, Barry M and Maybelline will be sold alongside F&F Made Up, a new own-product range, from October 31.
“Tesco category buying manager for beauty Karen Davis said: “We are making life as simple as possible for our customers. It’s just another good reason to shop at Tesco.”