Estée Lauder will open its first free-standing store in the UK this month, a 700-square foot space showcasing the brand’s bestselling products across make up and skin care, with its newest line, Estée Edit, being a focal point.

The store, to be located on Carnaby Street in London, aims to put the consumer in the center of a digital and social brand experience. Multiple digital and social activation points are integrated across the store, including user generated content and a selfie mirror allowing consumers to snap post-makeover selfies and share uploads or print on site.

Recent branded stores that have opened include Aritaum and NYX. On Friday, November 18, E.l.f. Cosmetics is opening a 520-square foot store at TurnStyle, the underground marketplace located below Columbus Circle at Eighth Avenue, between 57th and 58th Streets.