Few makeup companies can boast that they offer 28 different types of fake blood, along with all the accoutrements needed to perfect scars, nicotine-colored teeth and bald heads. Yet these offerings have made Kryolan a leader in the special effects arena and a staple for makeup artists and industry professionals, be it through TV, film or the catwalk.

Created in 1945 by the German chemist and theatre enthusiast, Arnold Langer, the company opened its first New York flagship store at the end of September at 277 Bleecker Street.

The 1,100 square foot space, which will offer classes and seminars downstairs in a smaller area, joins other well-known makeup and skin care companies who reside within the neighborhood including NARS, M.A.C and Caudalie.

Giving a nod to their tagline, Make Up is Science, the company had staff working its launch party wear some of the creations made possible by its products; one waiter was covered in paint—think Bowie in his Ziggy Stardust phase. The 80-plus guests in attendance were mesmerized by the vast amounts of products and colors on offer—16,000 sku’s—but also by three models who were painted from head to toe thanks to Kryolan’s best-selling water-activated body paint, Aquacolor.

Kryolan migrated to the US in 1977 when they opened their first store in San Francisco. Chicago followed in 2010, then Boston in 2013, and now Manhattan.

“We’re already in 85 countries,” said Claudia Longo, the company’s CEO for the US. “This isn’t just our flagship store, it’s also our showroom and retail facility,” she said of the Manhattan location, which was draw because of its heavy foot traffic, tourist population and creative community.

Kryolan designs and manufactures all of its own products and formulas, and does all of its research and development as well. Each year the company produces two magazines and sponsors the Sci-Fi hit, ‘Face Off.’

“We own and operate stores both independently and in a franchise environment, but have no desire to be sold in department stores or at Sephora. We don’t want to be considered a mass-market item,” said Wolfram Langer, the President of the company. “We have an additional factory in India to support the growing film and bridal industry, and next year we plan to open a store in Paris.”

Social media is helping to commercialize the company, especially how-to videos created by fans and makeup artists. And thanks to plugs from the Kardashians, one no longer needs to be an industry pro to appreciate Kryolan’s rich effects. New items even appeal to the more mainstream consumer, including sheer glosses, lighter foundations, highlighters and primers, and softer nude colors.