Sally Beauty Holdings Inc. has announced the launch of a redesigned mobile-first website, the addition of Apple Pay as a payment option and the development of a mobile app, part of an effort to transform the beauty supply company’s retail business for the e-commerce world.

The Denton, Texas-based firm, which sells hair care and other beauty supplies through 5,129 retail stores globally, is offering a shop-by-solution experience on the redesigned site, which allows customers to find customized products for their specific needs, according to a company release.

The redesigned site will include a one-stop portal that includes new product promotions and deals. Sally Beauty said shoppers will now be able to make direct purchases through its Instagram page and that it is also developing a mobile app that will further enhance its ability to enhance its e-commerce business.

"Sally Beauty prides itself in creating professional-grade products for all needs and our evolving digital commerce capabilities will allow consumers to achieve beautiful results on their own terms," company president Aaron Alt said in the announcement.