Getting that Ayesha Curry cat-eye, Zendaya lip, or Issa Rae flawless face beat in a pinch will be even easier for NYC ladies and visitors with the first ever COVERGIRL flagship store. Set in the heart of Times Square, which is never-never-go land for New Yorkers, but a must-visit for tourists, the 10,000 square foot behemoth opened its doors on Black Friday.

Operating from 10am to midnight daily, the store is expected to see thousands of visitors each day, and excel in revenue for this opening holiday season. With beauty, creativity, and freedom of expression at the forefront of this launch, the company is excited about the possibilities for a diverse consumer to interact with and explore the brand.

“The COVERGIRL flagship represents this incredible moment in beauty – where rich experiences matter most and where true self-expression and experimentation are the only beauty standards,” said Ukonwa Ojo, Chief Marketing Officer at Coty, which owns COVERGIRL.

Earlier this year COVERGIRL launched their TruBlend Matte Made line, which boasts 40 shades of foundation. Though the response on the brand’s website leaves much to be desired for quality, it is evidence of COVERGIRL’s attempt to provide options for every skin color and skin tone. Many brands began dropping foundation lines that provided a wider array of shades after Rihanna’s Fenty Beauty line debuted in 2017 with 40 foundation color options. Back in 2006 Queen Latifah joined the COVERGIRL family, collaborating on a line called The Queen Collection, which at one point offered 12 foundation shades—a breakthrough in shade diversity at the time. Since purchasing Procter & Gamble’s beauty brands in 2016, Coty has been revamping the image and mission for many of them, including COVERGIRL. Past COVERGIRL ambassadors include Rihanna, Dania Ramirez, Eva Marcelle, Janelle Monae, Tyra Banks, and Paula Patton.