UK department store Debenhams has upped its mobile commitment with the launch of a dedicated beauty app for the iPhone.

‘Beauty Club’ offers reward card members a shopable experience alongside expert advice and tips. It follows on from the department store’s main app, which launched last autumn and has since seen over 400,000 downloads and sales in excess of £1m.

Simon Forster, online trading director for Debenhams said: “From long-lasting lipsticks to summer fragrances to face creams, our shoppers can now get their much-loved beauty products at just one finger touch. The app is about allowing to customers to shop with Debenhams whenever they want and from wherever they are.”

There is also a skincare consultation section, a fragrance finder and a “paint your nails’ page, where users can virtually try on varnish colours.

The app acts as a club card too, enabling members to collect, track and redeem points as well as be the first to hear about new products.

Through Debenhams TV, consumers can also watch the latest beauty videos with the ability to purchase straight from the films.