Rouge New York opened their first makeup doors on Thompson Street in December 2013. A second Manhattan location followed last year. That uptown store will be celebrating their one-year anniversary with some highlights – literally.

Come November, the company known for creating individualized lipstick colors for their clientele will be offering a design-your-own-highlighter at their East 60th Street spot.

The idea for an illuminating bespoke beauty item was simple.

“They’re beautiful, people are interested in them and they offer something glamorous, contouring and brightening,” said Rebecca Perkins, the former head of the makeup department for Law and Order: SVU, who co-owns Rouge with the show’s actress Stephanie March. “It’s become a core product that makes people feel fresh and energized.”

Millennials aren’t the only ones who love customization.

“Millennials want everything customized, but they also want it to appear in front of them in an app,” she said. “They like L‘Oréal’s try it on app, but then you don’t actually have it on. Women in their 30s-50s recognize the value of presentation and want those five products that make them look put together while offering a feeling of empowerment. Plus, they’re not afraid to spend $38 on it.”

Highlighters are made by mixing together flat, milled, translucent base powders like tan, peach, bronze and amber. Twenty-plus other powder options, which offer illumination, iridescence, brightener and shimmer, are added in.

Aside from creating an experience, Rebecca said Rouge is a service, not a sale.

“There are hundreds and hundreds of brands. How do you surf through all those products and find what’s right for you?” she asked. “Women are introduced incorrectly to beauty products. They’re sold something and then told to go home and figure it out. Here, we’ve created something for a woman that she will know how to use when she walks out the door.”

Fully illuminated and glowing when she does.