Make-up fans were left delighted when designer brand Morphe announced it had chosen Liverpool at the location for only its third store in the UK.
The brand is practically an Instagram sensation with more than nine million followers and a huge celebrity following.
It was launched back in 2008 and has earned its huge reputation thanks to its bold approach to make-up, which it says "honours individuals and self-expression."
The opening id expected very soon - but what will be waiting for customers inside?
Morphe products include more than 300 brushes and palettes, featuring influencer collaborations such as the best-selling Jaclyn Hill Eyeshadow Palette which are expected to be well stocked inside its new store.
It will be opening on Paradise Street in Liverpool ONE where the brand's latest ranges and collections are expected to be stocked too.
Morphe has also told the ECHO shoppers can expect plenty of colour when its doors open as this is what makes the brand stand out.
Loved for its brushes, there will be bold-coloured eyeshadow palettes, lip colours and more.
Ahead of the opening, Mark Spillman, Morphe general manager for Europe, Middle East and Africa, said: "When we first began our UK expansion plans, Liverpool was one of the top cities in which we wanted to establish a strong presence.
"Liverpool ONE's impressive footfall position at the heart of the city, and one of the best line-ups of international brands in the UK, made it the perfect choice for our new regional store."
Currently hoardings remain around the store, with Morphe remaining coy on its exact layout, but no doubt fans will be delighted with its range of products available in Liverpool.
Steve Connolly, estate director at Liverpool ONE , said: "Morphe has an impressive, ever-growing and loyal fan-following.
"The Morphe brand is a great fit for the city and brings something new to our offerings that will appeal to visitors from across the region."
Sign up to the What's On newsletter - packed with brilliant things to see and do in Liverpool and beyond.
