Cult cosmetics brand, Models Own, has selected Leeds to be its biggest retail operation to date.
A new store, only the second to open outside of London, will launch in the Trinity Centre on Tuesday.
With the range only having been previously available online or as concessions in other stores - demand is expected to high.
The 850 sq ft ‘beauty playground’ will include Models Own’s full makeup and accessories range of more than 650 new products including their best-selling eyeshadow palettes, vibrant lip gunks and lush rose gold brushes.
The brand’s latest collection, ‘Holochrome’, will also be featured and there are over 150 colours of nail polish alone.
Models Own makeup gurus will be on hand in store offering beauty tips and tricks on the latest trends and to give your make up bag a new look.
Touch screen tablets are integrated into the fixtures and can be browsed for advice, inspiration and online tutorials.
There will also be digital screens decorating the edges of the store showing behind the scenes footage of campaign shoots as well as blogger footage.
Dan Wharton, Marketing Manager at Trinity Leeds, said: “To be chosen as the first stand-alone store outside London is a real coup for the city.
“Models Own is a fantastic destination brand for those looking for cosmetics and we’re delighted we’ll be adding a huge splash of colour to our retail line-up when it opens later this month.”
Models Own has started a global roll out with the only other store having opened in London at the end of last year. A spokesperson said the brand had selected Leeds after looking for a fast, fun, vibrant, on-trend, creative city and that it believes Leeds has that in spades.