Walgreens is increasing its in-store beauty presence.

Walgreens will be bolstering its beauty proposition with the addition of “Beauty Differentiation” formats across more than 1,000 additional stores this year, the company reported earlier this week. The move is being precipitated with the hiring of beauty consultants who add a personal customer service touch to the offering.

“We think the opportunity inside of a drug store is to move toward a health and beauty convenience specialist,” noted Alex Gourlay, co-COO Walgreens Boots Alliance. “That’s where we’re seeing the investment and the growth right now,” he said. “The future of the business will be focused…