Macy's is upgrading its pop-up shops, driven by the way millennial consumers discover beauty products — through technology.

The Market, a pop-up concept featured in select stores and featuring a curated selection of products not normally sold at Macy's along with a selection of fashion and tech products, already features beauty products from brands including PiperWai, Miracle Brow and Liquid Courage.

As consumers increasingly shop online for beauty and fashion products, Macy's will tap into B8ta's expertise (a tech startup that provides a Shopify-like solution for brands moving into physical retail).  to bring more tech features to its pop-up section from video to content platforms to tech-driven product testing in stores, in order to showcase beauty, fashion and tech brands.

Customers may be able to get customized beauty advice through technology or put beauty products they see in the shop to an online checkout on their phones.

Department stores are getting increasingly competitive when it comes to introducing new technologies in fashion and beauty departments.

Jennifer Walsh, the founder of retail concept Beauty Bar — which spanned e-commerce, brick-and-mortar stores and a TV program — and a cosmetics industry consultant, said beauty merchandise alone is no longer enough to draw shoppers to a store. As a result, department stores are trying to lure customers in with interesting experiences, including everything from pop-ups tailored to local tastes to custom beauty advice dished out through high-tech features such as virtual voice assistants.