Lisa Eldridge has landed in New York.

The U.K.-based makeup brand, launched in 2018 by celebrity makeup artist and YouTuber Lisa Eldridge, has opened its first brick-and-mortar retail presence in the U.S. via a pop-up store in SoHo.

Located at 119 Spring Street, the 785-square-foot space will be open through the summer, allowing guests to come in for makeup bookings and browse products ranging from the brand’s bestselling skin tints and refillable lipsticks to its limited-edition Marilyn Monroe collection, which just launched in partnership with the late Hollywood icon’s estate in honor of her 100th birthday.

“This brand comes from such a deep love of makeup — of makeup history, makeup artistry, cosmetic science — all of those things,” said Eldridge, who served in creative director roles at Shiseido, Lancôme and Boots No7 prior to launching her namesake label. “This is me bringing my romantic world [to life].”

With this pop-up, Eldridge looks to give U.S. shoppers — who make up just over 50 percent of the brand’s customer base — an up-close-and-personal experience with Lisa Eldridge, which is otherwise only sold direct-to-consumer Stateside. Meanwhile in the U.K., the brand has entered Space NK, Selfridges and Liberty London.

“I wanted this to feel like a member’s club; I’m very into the luxury experience thing,” said Eldridge. “It’s about feeling that this is a nice space to come, inhabit and feel looked-after.”

The space, themed with the brand’s signature purple, green and brown colors (“it’s a little Biba-esque, with a bit of a ’70s interior,” Eldridge said), features a circular bar in the center that doubles as a makeup counter, where visitors can order cocktails named after Eldridge’s signature makeup techniques and touch up their looks.

A separate area features four makeup chairs where guests can have their makeup professionally done, either by booking in advance or via walk-ins, while elsewhere sits a replica of Monroe’s 1957 desk-vanity that was in the converted windmill home she often stayed at in the Hamptons with her then-husband, Arthur Miller.

“Imagine if Sofia Coppola did a movie about Marilyn Monroe — that would be my take. It’s the feminine gaze,” said Eldridge of both the installation, designed with Jack Flanagan, as well as the collection, which includes lipstick shades, glosses, and other products inspired by Monroe’s tastes and affinity for red hues.

The collection also features a $38 pearlescent glow balm in two shades, which will be a permanent addition to the Lisa Eldridge lineup.

Throughout the store, ovular product displays nod to the works of two of Eldridge’s favorites, Barbara Hepworth and Brâncuși. In addition to product, customers will also be able to purchase Face Paint, the $33 makeup history book Eldridge wrote and published in 2015.

A more permanent U.S. retail arrangement, Eldridge hinted, is on the horizon.

“I do everything slowly,” said Eldridge, adding that, “I’m at the point now where I would like to grow the brand…and I think we’ve found the right [partner].”