On Thursday evening I was lucky enough to be invited to Urban Decay's exclusive VIP preview evening in the new European flagship store, which is located on Carnaby Street in London. The new store is in the perfect location for us beauty lovers with an easy to find store, about half way down Carnaby St, you can see the store beaming with neon lights from afar.


I was super excited for the evening and was really eager to see the new store especially since I haven't been in an UD boutique before; there is only UD counters close me at home. Although I have read online that there may be a Liverpool boutique opening soon??? Travelling to London takes me 2 hours each way by train, I arrived at Euston station a few hours before the store event, so I spent my time exploring Carnaby Street. There is lots of beauty boutiques and stores around the area so I truly think UD will fit straight in.


At 6 o'clock I made my way to the store with 2 other bloggers who I had spoken to on twitter earlier that day, we all gave our name at the door and was let into the UD wonderland. The store was lit up like Blackpool illuminations (northern girl in London here), everything looked amazing from a full range of products to the stores flooring! I was looking around trying to take it all in. The boutique is home to UD exclusive makeup and boutique lifestyle products you can't find anywhere else, there's extravagant fixtures throughout with custom neon lights directing you to the different areas in the store. Urban Decay have literally gone all out with this flagship boutique!


Inside the store to the right was a lady giving out fresh purple popcorn for us guests to enjoy. I spotted the Naked vault, Pro Brushes vault amongst other UD gift sets on a table close by; I was so happy to see the Pro Brushes up close and in their beautiful floral box, it would be a dream to own this set! The Naked vault was the biggest I've ever seen with not only the Naked palettes included but also lipsticks and liners; this would make the best Christmas present. I couldn't wait to see the Full Spectrum eyeshadow palette and see the bright vivid shades, the palette is an absolute dream. Being a colourful eyeshadow lover myself this is a palette I can't wait to try and wear. (I will be reviewing this palette in another blog post shortly)





In the middle of the store was a stand filled with products from Vice lipsticks to All Nighter foundations. I liked this display as it was a different view of the products than just being on a wall display like they usually are, especially on UD counters; this gave the store a boutique and different feel to it. Also on the first floor was the Vice Lip App wall where you can take a selfie and try on every shade of Vice lipstick, this app is available on the app store for you to try at home too. I enjoyed using the Vice app as trying on 100 lipsticks would take forever; its also really easy and fun to use.


There were celebrity DJ's (Laura Whitmore & Charli Vos) playing music whilst we explored the store on the evening which gave it a party atmosphere. Heading down the colourful stairs to the UD lounge was a very exciting experience. Downstairs features 8 makeup stations in an ever evolving space which can be used for events and is the perfect beauty hangout spot. As well as these 8 amazing beauty stations, the lounge has a refreshments bar which was serving mini bottles of Moet with gold sippers, purple PRESS juice and Fuji water on the night. Phone chargers are available as well as a realtime Instagram wall featuring what's hot in the makeup world and a selfie station ring of light where you can upload gifs of your new makeup looks; I of course had to have a go on this. (see my Twitter for my gif) You can join the online conversation by using the hashtag #UDCarnaby.





Adding to the purple theme there was another circus wonderland foodie station making purple candy floss which was very yummy, I took some with me to eat on the train home too. The event got every busy with guests dropping in throughout the evening, the store was filled with bloggers, celebrity guests, press and VIPs with everyone talking about the new store, makeup and UD products. Everyone was checking out the product stands with a whole wall decided to the Pro brushes, an area filled with Vice lipsticks and a best selling palette wall too; there really was so much too see.



Upon leaving the event I was given a goodie bag which I will review in another blog post, thank you to Urban Decay for putting on such a glam and exciting event; the boutique looks fabulous!
The store screams UD's 'beauty with an edge' mantra and is like nothing I've seen before, you really need to experience the boutique for yourself. If your a true UD junkie or beauty lover like myself you will have the best time in the store. I already can't wait to visit again next time I'm in London!
You will find the new Urban Decay store at 44-45 Carnaby Street, London, W1F 9PS and you will not be disappointed when you visit, trust me!

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