Premiere makeup artistry brand Make Up For Ever is reaching out to its fan base with a new global flagship store, now open in New York City. The store at 731 Lexington Ave. is the 33-year-old brand’s first global flagship and the first US location to feature its Go Pro Makeup, a unique live makeup tutorial experience for people of all skill levels, as well as an easy to shop concept.

“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.”