Made by Mitchell, the viral colour cosmetics brand founded by make-up artist Mitchell Halliday, has sent fans into a frenzy with the announcement of its first-ever standalone store.
Although no official details have been confirmed yet, the brand shared a video to Instagram and TikTok teasing the upcoming launch, with the caption reading “my first ever store… right where the brand was born”.
Currently stocked in Boots, BeautyBay, Asos and more, as well as on the brand’s own website and TikTok Shop, where the indie make-up brand is continually smashing records.
Last year, the brand made history as the first brand to make US $1m in just 24 hours on the social media app’s shopping platform.
TikTok soon became a driving force for the brand, which currently has a community of over 1.1 million followers and 35.2m likes on its page.
Speaking to Cosmetics Business last year, Halliday shared:, “Pre-TikTok, we were doing about 20 orders per month, and then in the space of a year [of being on the platform] Made by Mitchell was doing more than 200,000 orders per month.”
The store launch will mark the brand’s first dedicated bricks-and-mortar space.
Made by Mitchell Liverpool Store: What we know so far…
@madebymitchell it’s only right… my little scouse baby is COMIN’ HOME. 🧚💙 #madebymitchell #liverpool #store #viral #makeup ♬ original sound - 🇬🇧MADEBYMITCHELL🇬🇧
Little has been revealed so far, aside from the city which was confirmed in the caption: “it’s only right… my little scouse baby is COMIN’ HOME.”
The video clip showed Halliday and his team walk around the empty retail space, planning out the fit for the future store as they get a feel for the space.
The brand is yet to reveal further details of the store opening, with no official location or launch date shared, but eagle-eyed fans are already piecing together some of the clues left in the video.
One user, Becca Whiting (@beccawhitingmua), commented: “METQUARTER LIVERPOOL?”, with Halliday’s reply of “hehe” causing fans of the brand to speculate the guess was correct.
Others seem to agree the Liverpool shopping centre is set to become the home of the brand’s store, where it will join a mix of luxury brands, independent boutiques and Liverpool–born retailers.