Models Own Launch Flagship Beauty Store In Leeds

HOARDING more makeup than a cosplay convention and a Kardashian’s glam team collectively, the new Models Own boutique can certainly be considered a ‘beauty playground’.

...go brighter, go bolder, go bigger' is Models Own's ethos - although we’re unsure how much bigger and bolder we can go with eyebrows these days

Recently launched in Trinity Leeds, it’s the cosmetic line’s first and largest store outside of London, featuring the brand’s full, 650-strong catalogue of trend-led beauty products. 

It’s an extremely colourful outfit, and Models Own have opted for the most feminine shades of the Dulux colour palettes - it's full of sugary colours, neons and, well... fun girly things. 

To further lure in the city’s makeup fanatics, the flagship has laid out its extensive makeup collection like a sweet store, with must-have items split into four key sections – eyes, lips, face, nails (there are 250 nail colours alone).

Many hotly-tipped items are still yet to be released.

Playtime counter
Models Own Leeds 

Appealing to the avid-Instagrammer, the beauty store hopes to be a hub for fun, creativity and playfulness. For those who don’t know their highlighters from their bronzers powders, in-store makeup gurus are on hand to share their beauty wisdom at the dedicated 'Playtime' counter. 

“It’s a far less intimidating store to some over beauty counters,” says a Models Own representative. “Customers can sometimes feel nervous approaching makeup artists from designer brands. Here, you can play, experiment and have fun with makeup. Makeup should be about fun after all.”

So just how 'fun' are we talking?

Well, ‘go brighter, go bolder, go bigger' is Models Own's ethos - although we’re unsure how much bigger and bolder we can go with eyebrows these days. And there’s no shying from colour here either, Model’s Own hope to encourage customers to veer away from the typical makeup looks in favour of playful eyeshadows, bright lips and contrasting nail colours.

Widely endorsed by popular YouTubers and beauty gurus (who can be seen on looping videos on the store’s walls), Model’s Own will be a big hit with the student population and those who know a thing or two about ‘strobing’ and the like.

Price points are appealing too. Nail polishes average around £4.99, while a full eyeshadow palette will set you back £14.99 - £19.99.

(An insider tip - go for the 'Holochrome' eyeshadow palette compete with ten punky party shades - £14.99).

Opening up in Leeds is a major move for the brand, which first started as a nail polish line. Only the second brick and mortar store in the UK, Models Own plan to open more similar stores dependent on its success.

Here's how it looks: