e.l.f store opening in Cardiff

e.l.f cosmetics have opened their very first European store and guess where it is! Only bloody Cardiff! Morgan arcade has welcomed the global beauty brand into it's beautiful arms and celebrated with an amazing store launch party last night. 

We were obviously welcomed by delicious cocktails and canapes and were given the opportunity to browse the new shop and products. The new store is delicately lined with the vast array of products that e.l.f now showcase, including some beautiful new nail varnishes which can be found displayed in gigantic glass jars. 

I first found e.l.f when I was around 17 (I think) when me and my friends at school realised that we could buy some amazing eyeshadows and blushers for £1.50! My first haul from e.l.f was around £15 and I had so much to show for it. Since then, we've all continued to follow the brand and watch it grow. It's amazing to see it finally open a store in the UK and even more amazing that it's on mine and the girls' front door. 

So why did they choose Cardiff you ask? You might not know this, and neither did I until a few days ago, but when e.l.f came to Britain in 2007, it was actually run (and still is run) by Welsh brother and sister team, Neil Phillips and Jo Westlake in Swansea! Neil and Jo both said how grateful they were for everyone's support yesterday and it was so lovely to hear. 

So if you haven't already checked out the new store, then you seriously need to pop in and have a gander. It's in the beautiful Morgan arcade which, if you haven't been to Cardiff before, is one of its many Victorian arcades which are mix of independent and high end brands. Absolutely adorable. 

Have a look at e.l.f's products and see if you can guess which lip stain I was pouring my heart over! Hint: it's not my usual red! 

By Mimi