e.l.f. Beauty, Inc. announced that it will open its third retail location in New York City on Friday, November 18th. The new store will be at Turnstyle, an underground marketplace below Columbus Circle at Eighth Avenue, between 57th and 58th Streets.

The new store is designed so that shoppers can “play,” the company says. e.l.f. cosmetics already has stores located in Manhattan’s Financial District, and its flagship at 741 Broadway, between Waverly Place and East 8th Street. 

The opening weekend will feature a complimentary lash bar, product with purchase, and gift cards for the first 50 people to arrive at the store each day. 

John Bailey, president/CFO, e.l.f. says, “We are thrilled to continue our expansion of e.l.f. stores, which allow us to drive engagement with our consumers, and help them connect with one another and celebrate their love of makeup…We look forward to providing our makeup enthusiasts with another store environment where they can explore a broad assortment of e.l.f. products and experiences.”

Other retailers at TurnStyle include Marc Tetro, Mulberry & Grand, Specs New York, Lush, Papyrus, Project Kit’s Underground Wines & Spirits and Dog & Co.