17 hours ago | By Emma Grace Bailey
Get more with a WGSN membership. Click for a demo.
Kylie Jenner opened her first ever pop-up shop at LA’s Westfield Topanga mall on Friday with fans queueing for the cosmetics store’s opening from Thursday evening.
However, the event was carefully controlled with only around 20 shoppers allowed in the store at a time and a buying limit of three items per customer.
— KYLIE COSMETICS (@kyliecosmetics) December 12, 2016
The pre-opening chaos and the events during the opening were all documented on SnapChat and Instagram by Jenner.
The store featured giant video screens of Jenner in bed with her boyfriend Tyga, a topless photo shoot and an ombré wall covered in Kylie lip kits, which proved popular for fans taking selfies.
The store is set to stay open until December 23 or until all the stock has been sold.
Jenner has been building her cosmetics brand steadily this year, alongside her joint Kendall & Kylie fashion line with her sister Kendall and starring as a Puma brand ambassador.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.