Glossier has chosen London, UK, for its first-ever international flagship store.
Open from Thursday 9 December, the US brand described the Covent Garden outlet as a "community-driven beauty discovery hub for the UK and Europe".
The UK market is particularly profitable for Glossier. "With over 100,000 visitors in the first ten weeks of opening, our 2019 Floral Street pop-up was our most successful to date and inspired us to put down roots in the city to host our growing international community, which has nearly doubled in member size since 2019," said Glossier in a statement.
But the pink-branded company was forced to close the store, along with its entire bricks-and-mortar portfolio, as a result of the Covid-19 pandemic.
The new Kings Street store, said to be the oldest building in Covent Garden, is designed to be "a central meeting place for friends, a landmark, and a travel destination".
Shoppers are said to find the complete Glossier cosmetics and merchandise range, Instagram-friendly 'You Look Good' engraved mirrors and a 'Wet Bar' to try-on products.
A London-themed passport holder and sticker will be available exclusively at the store, with £5 from every sale donated to non-profit Hatch to support budding entrepreneurs in the UK.
"The townhouse-turned-beauty-store draws inspiration from the grandeur of its surroundings and the intricate flourishes of the structure's original interior," described Glossier.
"Guests leave the bustling market square of Covent Garden and are welcomed into a 20-foot high grand foyer layered with soft fabrics and undulating marble.
"Playfully marrying the modern and the historic, high-gloss finishes and sleek materials wrap the traditional moulding and large, arched windows for a joyful reimagining of the townhouse's original design."