The Carnaby Street location is a beauty wonderland where the brand’s fun, flirtatious and fanciful spirit can be experienced in every square inch of the space.

“Living your best unicorn life on the street,” is how Jerrod Blandino, Co-Founder and CEO of Too Faced, describes the upcoming Life’s A Festival Collection. But it could equally refer to the experience offered by the brand’s new London store that brings its unicorn spirit to life.

“I wanted to create the wonderland of Too Faced that’s always been inside my head, an amusement park version of a store,” said Jerrod.

Located on Carnaby Street, synonymous with Swinging London of the 1960s, the brand that famously launched its Unicorn Tears lipstick ahead of the trend opened the global flagship last December. Why did the southern California-based brand choose London for its brick-and-mortar debut?

“We were offered the space in a miraculous, on-the-spot moment, and had 24 hours to decide,” he said. “It was the absolute perfect place to launch our first store. Carnaby Street is such an iconic place of style, fashion and fabulous fun. It’s like everything fell into place,” he said.

This year is slated to be a big one for the brand, marking its 20th anniversary, with the promise of exciting retail growth ahead. The brand, which was bought by The Estée Lauder Cos. at the end of 2016 for a staggering $1.45 billion, broke sales records on the first day the London store opened.

“We had the largest opening day of any Estée Lauder freestanding store, with lines around the block. I felt incredibly grateful, I never dreamed of that. In two months, we have done what we projected to do for a full year. Because the UK has been such a phenomenon, we are looking at other locations in the UK, as well as in the U.S., including New York and Southern California.”

The store’s aesthetic is instantly recognizable, with the brand’s signature pink and gold color scheme, and many décor references to peaches and chocolate, plus playful Jerrod-esque features that Too Faced fans have come to expect.

“The store was created to help shoppers feel the soul and energy of Too Faced. It’s just the most joyful, inspiring feeling. Approachable, fun, classy and modern. There is so much to see, smell and touch,” he said.

“I’m a details guy. I was beyond involved, from the hinges on the cabinets to the feet on the display unit to the colors on the knobs that are dipped in gold. To the dollhouse wrap station where I wanted to house all the travel-sized products. I see them as dollhouse products. To the little London bus that shoppers can sit on in front of the glitter Union Jack. There’s also an Instagram wall. If you use the store hashtag, your picture will come up on the wall and you can share your experience.”

The store houses the entire Too Faced collection, including the bestselling Peaches & Cream collection (where it is available exclusively in the UK), the cult Better Than Sex Mascara and Chocolate Bar Eyeshadow. There is also a section that incorporates some of Jerrod’s favorite things, including a Le Labo candle, an Aerin Lauder lip product and a Rodin Luxury Face Oil. These will be switched out with the change of seasons. Accessories, bags and pins that can only be found in the UK store round off the collection.

Special events are planned to mark the launched of Too Faced’s new spring collection, Life’s a Festival, which Jerrod described as “cool, holographic and crystal-infused.”

Alluringly-named beauty services, such as Ultimate Peach Experience (a full-face makeover using peach-infused products), Chocolate Indulgence (a single-feature makeover with a chocolate twist), and Born This Way Complexion (a flawless, ‘no makeup’ finish) are also available in-store.

“The store is a must-visit if you’re a Too Faced fan or even just interested in having a great time,” said Jerrod.

And, because Jerrod’s life advice is always so uplifting, he shared some words of wisdom for Beauty Insider. “The most important thing we have is our ability to be positive and kind. Approach everything you do with heart, do the best you can, and keep your sense of humor intact. And live the most stylish version of yourself every day.”