Ardency Inn is headed down under.

Starting May 5, the eclectic color cosmetics brand rooted in the downtown New York music scene will launch exclusively online in Australia and New Zealand at Mecca Cosmetica, the country’s largest independent beauty retailer.

“We’ve seen a lot of interest for the brand coming from overseas markets, especially those with major music scenes,” said Gilles Kortzagadarian, cofounder and co-chief executive officer of Ardency Inn. “Our rationale is that a good time [to expand] is when the brand is in demand.”

And expansion couldn’t have come at a better time. According to the company, its retail business is very strong with online sales three times higher than last year. “We’re still relatively small but growing very fast,” said Stephane Siboni, cofounder and co-ceo of Ardency Inn.

Additionally, the U.K. has also expressed a lot of interest for the brand and the founders are evaluating those opportunities.

“We know Ardency Inn already has a following in Australia so it’s a great opportunity for mecca.com.au to attract a new customer,” said Jo Horgan, founder of Mecca Brands. “This will also be the first time we’ve launched a brand that’s exclusive to our digital platform, so while Australia will be a first of sorts for Ardency Inn, they will be a first of sorts for us, too.”

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