MAKE UP FOR EVER has opened a global flagship retail store, located at 731 Lexington Avenue in New York City. Plus — it is the brand’s first U.S. location to feature Go Pro Makeup, a unique live makeup tutorial experience for all skill levels. This “makeup experience” was recently introduced at select locations at the brand’s stores in Paris, Singapore and London.

The new flagship store joins five of the brand’s existing boutiques in the U.S., and the New York City Pro Studio, a boutique in downtown Manhattan favored by professional makeup artists. The new store includes a digital lash bar, which allows guests to virtually try on the brand’s 50 false lash styles. Pros are also on hand to offer full makeup application and waxing services.

“Opening the Global Flagship on Lexington Avenue is a hugely significant moment for us,” says Laure de Metz, MAKE UP FOR EVER General Manager, Americas. “Between the digitally enhanced store design, broad product assortment and unique educational experience of GO PRO MAKEUP, we’re bringing the core of our brand to life in a way that our customer has never seen before.”

The Go Pro Makeup Experience

Go Pro Makeup is a highly-personalized service that allows up to seven guests to “learn and play” with various makeup techniques at the Go Pro Makeup bar. Guests sit at the custom-designed, three-sided bar that has seven seats, and features a moving belt — similar to a sushi bar.

Various sets of products grouped to create specific makeup looks rotate slowly around the bar, allowing guests to hand-pick the makeup skill they want to learn. There are ten sets of products that guests will find rotating around the bar — all are based on a specific makeup technique. The Highlight and Contour set, for example, includes simple, four-step instructions and MAKE UP FOR EVER’s Pro Sculpting Palette, Pro Light Fusion highlighter and Ultra HD Pressed Powder.

The other makeup sets & techniques, some of which will change each season based on trends, are: Correct and Conceal, Bronze Glow, Flawless Matte Complexion, No Makeup Makeup, Metallic Lip, Smoky Eye, Brow Perfection, 5 Minute Makeup and Flawless Ultra HD Complexion.

The store will also hold 20-minute GO PRO MAKEUP classes for groups of seven, on Monday through Saturday at 3PM and 6:30PM; and Sundays at 2PM.