Huda Beauty is entering the pop-up game.
The cult beauty brand, founded by makeup mogul Huda Kattan, is setting up shop for the first time in London's Covent Garden neighborhood on November 29.
The intergalactic-themed space, which will be open through December 26, will feature decor inspired by the brand's newest eyeshadow palette, the ‘Mercury Retrograde Palette,' which launched in October. The store will stock signature products from the brand, as well as exclusive, limited-edition items, and makeup artists will be on hand to advise shoppers.
"I can't wait to see you guys in London," Kattan told the 1.7 million followers on her personal Instagram account (her brand counts 39.8 million followers on its own page). In an official statement, she added: "I have been dying to do a Pop-Up for ages and I knew the first one had to be in Covent Garden."
The move is the latest in a series of big milestones for Kattan, who founded Huda Beauty in 2013 with a line of false eyelashes, but has since built the company into a cult brand spanning eye, lip and face makeup. Last year saw her partner with her sister Mona to launch a fragrance label called ‘Kayali,' and she has also been teasing fans with the promise of an upcoming skincare brand.