Kryolan-owned Screenface launches new store in East London

Cameleon Illusion brush | Photo courtesy of Kryolan

Make-up artists from all over the U.K. descended upon East London on May 18 for the launch of the new Screenface store. Located in trendy Shoreditch, the new store promises to be a mecca to both professional make-up artists and enthusiastic amateurs.

Owned and operated by the international make-up brand Kryolan, the store offers a broad selection of make-up and accessories. As well as retailing Kryolan and the original Screenface brands, the store stocks products from Ben Nye, Temptu, W.M. Creations, Fardel and many more. For the launch, new lines have been added including products from MUA (Make-up Academy), MUD (Make-up Designory), Vincent Longo, High Definition, French company BlackUp Cosmetics and British-based cosmetic brand Daniel Sandler.

The sleek new store boasts plenty of urban chic, with slate-gray tiled walls and fixtures and fittings finished in muted copper. The ample, uncluttered space is beautifully lit and dominated by a neon sign introducing the new Screenface London logo. To the rear of the store is a roomy, custom-built workshop, housing four spacious workstations available for intimate master classes or private hire.

Kryolan Professional Make-up Director Dominik Langer officially opened the store, offering some insight into the motivation behind the move: “Screenface came to life in the early 1980s in Covent Garden, and when Kryolan took over the company in 2013, we decided it would be the perfect opportunity to maintain this make-up haven for make-up artists.”

Along with praising his team, Langer took the opportunity to introduce the new Kryolan U.K. and Screenface general manager, Marcyanna Carr, who began working for the company earlier this year and has been instrumental in overseeing the opening of the new store.

“Ever since we began working on Screenface, our main focus was to add a multi-brand store to complement Kryolan’s portfolio in this dynamic, competitive market. We have partnered with some of the most exciting brands both in make-up and special effects and we will be adding more constantly,” Carr told the crowd. “Our aim is to be a hub for make-up professionals and for you all to actively join us on this journey. The new workshop is a space for you and us to work together, sharing talent and expertise. I’d like to take this opportunity to thank the team at Kryolan and the team at Screenface London, headed by Irene Christophis our store manager, who have worked so hard to pull the concept together.”

As the champagne flowed, make-up demonstrations were performed by Ruby Hammer and special make-up effects artist Sarah-Jane Lyon. Invited guests included Einat Dan, Lan Nguyen-Grealis, Thomas Surprenant and Daniel Sandler. Sandler praised the new London store, stating: “It’s very important that in London there is this professional make-up shop that has a fashion twist to it. I love the combination between ‘pro’ and ‘commercial’ and I think Irene has identified the brands that customers will love, whether they are professional make-up artists or just make-up junkies.”

Screenface London is now open to the public at 47, Charlotte Street, Shoreditch, London EC2A 3QT.  For more information visit www.screenface.co.uk.