Pixi's new store in Los Angeles.

Pixi Beauty opened its U.S. flagship this week, a 425-square-foot location in the Westfield Century City Mall in Los Angeles. The brand, founded by makeup artist Petra Strand, also has a store in London and is sold in America at Target and other select retailers.

A new feature in the new site is a Secret Garden, which Strand describes as a curated space to be updated with a themed, interactive experience each month including events and product sneak peeks. In the age of e-commerce, Strand is adamant about the importance of in-store interaction.

There is also a high level of service. “Our pro team of makeup artists and skin-care specialists will be available daily and are, of course, trained by me to create a customized look or regimen for clients to achieve the famous Pixi Glow at home,” Strand said.

Pixi in the Westfield Century City Mall. 

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Along with Pixi’s entire color line, the brand is introducing product extensions, such as Glow Tonic. The collection will consist of Glow Tonic, Cleansing Gel, Serum, On-the-Glow, and Phenomenal Gel. In addition to The Glow Tonic Collection, Pixi is introducing four additional SkinTreats line extensions such as the Hydrating Milky, Collagen, Vitamin-C and BodyTreats Collections. There is an Interactive Glow Bar where shoppers and influencers can play with products such as Endless Silky Eye Pens, Hello Beautiful Face Case palettes, Beauty Balms and MatteLast Liquid Lips. Customers can share looks via social media in front of the Pixi floral studio backdrop.

Pixi, which is celebrating its 20-year anniversary, opened in London and became one of the original indie beauty brands. No other physical stores are in the plans at this time, the company said.