Beauty retailer Sephora will now be participating with Apple Pay, a new category of service that is designed to make it easier for consumers to shop in-store and online by allowing them to pay with their phone.

“We have been eagerly awaiting a standard for mobile payments in order to simplify our customer’s checkout experience in our stores,” said Julie Bornstein, chief digital and marketing officer for Sephora. “We believe that shopping in our stores should be fun, educational and efficient. That’s what guides our thinking as we continue to look at the future of retail and creating a smart store. We’ve been looking for a mobile payment technology that would work for our customers, and we think they are going to love Apple Pay.”

Sephora is among the first group of retailers to integrate Apple Pay both in stores and within apps. The service will be available in time for the important Holiday shopping season and will be available on the new iPhone 6, iPhone 6 Plus and Apple Watch.

In addition, Sephora’s popular iOS app, which allows customers to purchase their favorite beauty products, will add Apple Pay for an even quicker checkout with Touch ID, in time for the Holidays.

Both new ways to use Apple Pay are said to be private and secure. Apple Pay combines hardware and software to keep payment information protected: when one adds a card with Apple Pay, the actual credit and debit card numbers are not stored on the device and cashiers won’t see the customer’s name, credit card number or card security code.

Other major retailers already on-board for the service include Uber, Disney, Starbucks, Groupon, Target, Staples, Tickets.com, Whole Foods and Panera Bread, among others.