Despite relocating into a LA-based retail space less than half the size of its former location, no sacrifices had to be made by London-based Pixi Beauty.

The skin care and color brand shuttered its 1,000-plus square foot store on Venice’s trendy Abbott Kinney Boulevard and relocated to a compact 425 square-foot space in Westfield Century City, the popular indoor-outdoor retail/dining mall that recently underwent a $1 billion renovation. Perk number one: the new store, which soft-opened in December, is a few minutes’ walk from Pixi’s corporate headquarters.

“We like to integrate the stores with our office staff,” said Felix Strand, the company’s President, and son of founder Petra Strand. “It’s the same situation we built in London, where the store is a few hundred meters from our head office. We expect all our office staff to spend at least one day a month working in this store, touching and feeling the product, and interacting with our customers.”

The new space carries the full Pixi collection. Still, Felix said that the store was “less about retail and more about immersing the customer in the Pixi world.

“Our Abbott Kinney location was more of a retail and branding play,” he said. “Here, we integrate everything, and get the real experience of Pixi going.”

That will include regularly changing out a back wall in the store to create Instagrammable moments for visitors (it’s currently a panel of faux pastel-colored roses). The other Pixi signatures remain, i.e. a celadon green entrance (to align with packaging), floral motifs throughout and plenty of opportunities to play with and test product assisted by on-site make-up artists.

The opening also coincided with what Felix described as “the largest rollout of Pixi products to date” – some 90 skus. The new launches are additions to the brand’s existing repertoire; the bestselling Glow Tonic has spawned a Cleansing Gel and Serum; the Vitamin C offering now has a Caviar Balm and Lotion, and presumptive hits include the In-Shower Steam Facial, a gel that transforms into a light oil as it’s massaged into the skin while showering. The brand’s color line, which is what Petra Strand – a former make-up artist – started with – is similarly expanded, with its Glitter-Y Eye Quad in sparkling shades in cobalt and teal and its long-wearing MatteLast Liquid Lip shades.

“It’s really an expansion of what has resonated with our customer,” Felix said. “We wanted to create unique, interesting products around our families of products, to build out the regimens around the ingredients that our customers already love.”

The new items are currently available only at the Pixi store and on its website. In mid-February, items will roll out to approximately 1,800 Target doors, as well as Anthropologie and Urban Outfitters.

The brand is concurrently focusing on global expansion. Petra is now based in Singapore, overseeing the company’s growth in Asia where Pixi will be rolling out in Sephora doors.