Ted Baker is launching its first ever cosmetics collection next week.
The range comprises 59 pieces, which include an array of eye, lip and cheek essentials.
Intending to target exactly what customers need, the brand has worked with Google to understand the precise beauty dilemmas people search for.
Some of these predicaments include “wedding guest make-up”, “everyday no-make-up make-up”, “classic smoky eye” and surprisingly “cherry smoky eye”.
Lips are an important focus; with satin and matte ﬁnishes, glitzy glosses, creamy chubby lip pencils and intense statement lip colours.
Also included in the range is a range of eyeshadow palettes, mascaras, liquid eyeliners, blushers, bronzers and highlighters.
While the brand has dipped its toes into the world of cosmetics before with a few bath and body offerings and a couple of fragrances here and there, this is its first standalone make-up range.
Ted Baker began as a specialist shirt store in Glasgow in 1988, but came under fire in December 2018 when Ted Baker employees launched an online petition accusing its founder Ray Kelvin of inappropriate behaviour and advances.
Kelvin swiftly resigned from the company last year following the allegations of misconduct.
With Ted launches exclusively online from January 31 with prices ranging from £15- £22. To celebrate the launch, the brand is opening a pop-up. Ted’s Townhouse will run from 9am - 6pm at 12 Burleigh Street, Covent Garden, WC2E 7PX. Tickets can be downloaded for free here.
The first 100 customers who visit Ted's Townhouse will be gifted a With Ted lipstick and they will also be able to get a makeover from one of Ted Baker's make-up artists.
Scroll through the gallery above for more images of the pieces available from the collection.