“There’s a British sensibility, a quirkiness and eccentricity to Topshop,” said Hannah Murray, the company’s beauty consultant. “They’re not just about colors but about an attitude and character. It’s a different approach than other makeup brands.”

Though the company’s heritage is fashion-based, Hannah added that the cosmetic line, which has grown in popularity since it first launched in 2010, has been treated as a fashion line as well, and perhaps that’s one reason for the brand’s success. “We are always looking to be innovative, interesting and exciting in a wearable way,” she added. “Whatever product we make does what it says it will.It’s not labor intensive. You’re not blending 10 eye shadows. Topshop is about a cool attitude and an effect you can create immediately.”

Known for their ‘High Street’ fashion awareness, Topshop started in 1964 as a London-based clothing company and expanded their sku’s to include an in-house range of cosmetics in 2010. Since then the company has launched four to six trend-based collections annually, with the first designed for use at music festivals. Visually, the brand is quite recognizable with its pencil-like black and white sketching of polka dots or striped packaging.

Presently, there are over 300 stores in the UK and more than 165 international units operating in 40 countries.By next year, nine will reside in the US, including a new flagship location on 5th Avenue. Their Soho store on Broadway is 60,000 square-feet, which is almost small compared to their Oxford Circus store, which is nearly twice the size.

This month the company releases their metallic line, a nod to the 80s.Rather than offering hard to wear colors, which metallics tend to be, these will be soft, flattering, and gilded shades consisting of cream blushes, $14, lipsticks, $16, and nail colors, $10. “Think Kate Moss in a black slip dress with a bit of black coal-colored eyes and pearl pink lips,” said Hannah. “I wanted to bring back pearlized lips in a more refined way – three nude colors each with a pearl finish. They’re super flattering and not glittery or scary, but subtle.” Other August appearances are a lip primer, $16, a chubby liner, $14, lip bullets in iridescent and matte finishes, $16, and mono eye shadows, $10.

September brings an 18-month initiative to fruition with the launch of The Face. Designed to offer a natural, barely there finish with silky veil-like coverage from their leading product…foundation, $32. It has micronized, silicone coated pigments, which offers skin tone adaptability, and adjust to each person’s skin like a beauty magic trick. A correcting primer, $24, concealer, $20, and concealer palette, $24, finish out the collection.

Their AW14 collection, available in October, offers jam pots of sheer cheek gels, $14, with matching juice lip polishes, $16, and nail colors, $8. “These are supposed to be fresher and sportier. They’re light and wearable products, the opposite of what you’d expect to be using in winter. It’s a modern way to update your winter wardrobe.”

According to their website, Topshop.com, the company which is owned by Sir Philip Green’s Arcadia Group, attracts an average of over 4.5 million visits weekly, with around 400 new items — both clothing and makeup – offered live online every week and shipping to 110 countries. “Our limited edition makeup collections are like little drops of trends, they’re more fashion-based and sell extremely well, as do our long standing core products,” Hannah said.Low prices and long-lasting impressions don’t hurt either.