Glossier is opening its second permanent retail location, and this time it is on the West Coast — on Melrose Avenue in Los Angeles. The online beauty brand’s only other permanent retail location is a showroom on the sixth floor of a building on Lafayette Street in Manhattan.

Glossier also has a pop-up store in San Francisco, open through April 13th, that has done well. The company’s founder and CEO, Emily Weiss, tells WWD, ““Los Angeles is a huge market for us, and San Francisco — in a lot of California we have a lot of demand.” WWD reports that the pop-up has had 20,000 visitors since opening a month ago, with a Glossier product sold every 20 seconds, on average. 

The Melrose Avenue location will open next month. Reports say the store’s design will be inspired by the California desert — and it will feature a “Glossier Canyon,” which is sure to be a perfect spot for selfies.

Photo: Glossier’s San Francisco pop-up