DUBAI: Huda Beauty has opened its first-ever pop-up store — and Iraqi-US makeup mogul Huda Kattan chose London’s Covent Garden as the coveted spot.

Until now, Huda Beauty products have been available online and through brick-and-mortar retailers like Sephora, but the Kattan sisters — including  Global President of Huda Beauty Mona — chose to occupy their own space in London for a limited time during the festive season.

“You guys know I have been obsessed with London for ages, it really holds a special place in my heart and I literally couldn’t think of a more exciting place to have our first ever pop-up!” Huda posted on the brand’s website recently. “I really wanted this to be super special, so my team and I are pulling out all the stops to make this the most fun and immersive pop-up ever.”

View this post on Instagram

Yesterday was so insane! We kicked off our FIRST EVER pop up!! We wanted to do a huge robotic thing to bring our photo shoot to life, but then I got so nervous! I felt everyone’s energy and it was incredible! My team worked soooo hard on this! Almost 1 year of planning but I couldn’t be happier! thank you London #HudaBeautyPopUp #HudaLovesLondon

A post shared by Huda Kattan (@huda) on Nov 30, 2019 at 9:04am PST

“We’re setting up in London’s Covent Garden, and you’ll be able to get your hands on everything from our cult and newest products to limited edition pieces that we created especially for you guys,” she added.

Kattan is based in Dubai, where she runs the Huda Beauty brand and films episodes of her Facebook Watch reality show, “Huda Boss.” She jetted to London for the launch of the pop up on Friday and kicked it all off with a special photoshoot.

“Yesterday was so insane! We kicked off our FIRST EVER pop up! (sic),” she posted on Instagram, alongside a video of her performing a robotic dance onstage at the opening of the pop-up, as fans screamed in the background.

“We wanted to do a huge robotic thing to bring our photo shoot to life, but then I got so nervous! I felt everyone’s energy and it was incredible! My team worked soooo hard on this! Almost 1 year of planning but I couldn’t be happier (sic),” she added.

View this post on Instagram

#Hudabeauty Pop Up Covent Garden is officially open! Make sure you check it out if you are in London!! We have exclusive Huda Beauty Pop Up Merch only available at our pop up! Make sure you take photos & tag us!

A post shared by Mona Kattan (@monakattan) on Nov 29, 2019 at 5:24am PST

The pop-up store will be open until Dec. 26 and wary shoppers can even book a shopping appointment to avoid any potential queues.

Huda ranked in the top 40 of Forbes’ 2019 list of the wealthiest self-made female entrepreneurs in the US, with a net worth of $610 million. Clearly, if the crowd of screaming fans at the pop-up launch is anything to judge by, she’s doing something right.