Crowds queued up in Eldon Square to be among the first to get inside Newcastle's first Morphe cosmetics store.
The US brand - acclaimed for its high quality make-up and collaborations with influencers - chose Eldon Square for its fifth UK shop.
The store features curated picks of best-sellers, social media influencers' favourite products and the collaborations which Morphe develops with celebrities.
The Morphe shop opened today for the first time, to queues of customers waiting in Eldon Square.
Mark Spillman, Morphe General Manager EMEA, said: "We’re confident Morphe will thrive at intu Eldon Square, it’s the ideal location for our newest UK store and the first in the north east of England.
"This hugely popular shopping destination is at the heart of one of the country’s most exciting cities and attracts a high footfall thanks to the fantastic mix of retail and leisure brands already in place. We can’t wait to start offering people in Newcastle the full Morphe experience."
Gavin Prior, Regional Director intu Eldon Square and intu Metrocentre, said: "We’re really excited that Morphe has chosen intu Eldon Square to launch its fantastic beauty range to the region.
"We know Morphe is passionate about offering unique and memorable customer experiences and we can’t wait to welcome them to the centre in November."
Morphe is known for its full spectrum of professional quality tools and makeup, including over 300 brushes and their palettes, as well as best-selling influencer collaborations with creators such as Jaclyn Hill, James Charles and Jeffree Star.
Morphe also carries highly sought-after brands such as Jeffree Star Cosmetics, Lunar Beauty and Iconic London. Newly added brands include SUVA Beauty, OFRA Cosmetics, NABLA cosmetics and P.Louise. Beauty Bakerie and Marmalade will be available soon.
