All one has to do is look at Elle Macpherson, looking sleek and slim in her 50s, and say, “I’ll have what she’s having.” Now, you can.

Elle’s wellness brand, WelleCo, has opened its first U.S-based. flagship store this month in New York City’s SoHo neighborhood at 430 Broome Street. The Australian-based wellness brand was co-founded in 2014 by Andrea Horwood and the aforementioned supermodel and leads the pack in regard to ingestible beauty. (And, you don’t have to pay shipping if you live in New York City.)

WelleCo’s elixirs and science-backed dietary supplements are designed by nutritional doctors using carefully-formulated ingredients derived from whole foods. In efficiently absorbable powder form, these supplements and elixirs are designed to nourish the body’s 11 systems at a cellular level. The range has a dedicated global following and is sold in more than 60 countries, including Barneys New York, Bergdorf Goodman, Net-a-Porter, Selfridges, Harrods, SpaceNK, Sephora (AUS) and The brand’s cult favorite product, Super Elixir Greens, along with Nourishing Plant Protein, Sleep Welle, and more, including travel paraphernalia, pesticide washes, olive oils and lip balms, are all sold at the new brick-and-mortar location.

The WelleCo flagship store is an extension of the brand’s online offerings, providing an in real life [IRL] experience for its American consumer base, which the brand learned accounted for more than 50% of sales. The physical location is important for the brand to help educate consumers, something it has always prioritized. The store itself was designed in partnership with WelleCo’s in-house design team, including founder and CEO, Andrea Horwood, design partner Melissa Shepherd and New York-based architects Tackelbox. The store’s aesthetic incorporates clear lucite, glass, ebonized timber and natural greenery to incorporate the brand’s apothecary-meets-botanical look. With its fashion-forward vibe and verdant, Instagram-friendly look, the store will likely attract much traction on social media, in addition to in-store traffic.

The emporium boasts an in-house nutritionist and a consulting area outfitted with customized suede seating. There, consumers can have their supplementations customized. Within the store’s wellness space, consumers can also sample products, attend demonstrations and events, give feedback and seek nutritional advice. The brand’s newest powder-based boosters even include a libido-optimizing powder designed for men (in addition to one designated for women).

“The qualities that remain important to WelleCo are emulated in store – science and innovation, expert advice, a wholefood and plant-based lifestyle, customer connection through a warm and welcoming environment built for discovery and education. It’s not just a store or retail space, it’s a platform for people to experience WelleCo’s premium, science backed product offering and meet the team behind the brand,” Elle Macpherson, Co-Founder of WelleCo, said.

Continuing its global expansion strategy, WelleCo will also launch at Sephora in October.