Morphe (a brand of makeup) just had its biggest in-store launch at the Mall of America on Nov. 3rd. To celebrate the grand opening, makeup artist and beauty blogger, James Charles, made an appearance at the ribbon cutting, and also announced his first collaboration with the beauty brand.

There was also a meet and greet, on a first come first serve basis, and only the first 250 people received a wristband allowing them to join the festivities.

Some of the festivities included getting autographs, taking pictures with Charles, and getting some makeup advice from him.

The store in the Mall of America is the first brick and mortar mall store for Morphe. They started as an online company, and had one stand alone location in California. So the opening of this store was kind of a big deal.

Charles, is well known as the first male cover model, and he has used that fame to start a Youtube channel with over 5 million subscribers. He is known for his makeup tips and tutorials.