Attending work events after 6 p.m.—especially launch parties—isn’t really my thing. I need to get home, make dinner, do homework with my 12-year-old and catch up on episodes of This is Us and Homeland. But when I received a product launch invite that said I could bring a friend, well that sounded like something I could turn into a GNO. So the night before Valentine’s Day my BFF and I headed over to West Edge, a raw space in Chelsea, to attend L’Oréal Paris’ Galentine’s Day event.

In a nod toward product parties of past, no expense was spared: selfie stations, video booths, a jewelry area pumping out engraved heart charms, a lip pout reader, a cookie painting stand and a crafts table to personalize Valentine’s Day cards were just some of the fun things to experience. Most notable was the dozen or so makeup counters staffed by makeup artists and hair stylists, as well as the unlimited amount of products being given away in every corner of the loft. On offer was L’Oréal Paris’ new semi-permanent hair color, Colorista, formulated with “pure direct dyes.” Available in 11 shades, including burgundy and teal for brunettes and purple and indigo for blondes, colors can be applied all-over or placed intentionally for pops of highlights and peekaboo hues. Results last for four to 10 washes. Also making its debut was L’Oréal Paris Infallible Paints – a collection of lip, eye and face products using high impact pigments. The collection includes liquid lip lacquer, eyeliner, liquid cream eye shadow duos and four blendable blush shades.

More than 300 beauty editors, influencers and bloggers came out out in full force (and in bedazzling refinery) to experience the products on-site and share the #LorealLoves hashtag. Blake Lively, a L’Oréal Paris brand ambassador, was also in attendance, along with her BFF and sister, Robyn, and took to social media to share her excitement. Blake’s Instagram video showing her and Robyn helping set up for the event currently has 2.5 million views.

It seemed like everyone had a really good time, even me, a member of the Old Beauty Editor Guard, and especially one beauty editor veteran, who made a bottle of prosecco her own by swigging directly out of the bottle. (Sounds crude but she pulled it off.) But no one seemed to lap up the atmosphere, makeup, giveaways and tuna tacos like my bestie, who has been hearing about my job—and raiding my beauty closet—for more than a decade. I’m thrilled she was able to experience just a bit of what makes this beat so exciting—and also renew my interest in after-hour launch parties.