The beauty retailer, which was acquired by Macy’s in 2015, plans to open about 25 stores this year, and another 30 in 2019. The expansion will give Bluemercury a total of some 215 stores. (The retailer also is opening in-store locations at Macy’s.)

Bluemercury is using technology to give it an edge. It is expanding its within-an-hour delivery service from New York to Los Angeles and also developing phone-recognition software to identify customers as they enter a store with the intent of sending the customer product suggestions based on recent purchases.