Fun, flirty, kitsch and cool - all of these words apply to the wonder that is the San Francisco born beauty brand, Benefit. But their stuff also works - and that’s what brings ladies and teens, girls and (maybe) guys back time and again.

This is the flagship London location and nowhere else will you find quite such a wide selection of their celebrated cosmetics. Personal faves? The Get Bent eyeliner brush for foolproof Winehouse wings, Bad Gal lash mascara for big bad fluttering lashes and Bad Gal eyeliner for the smokiest of smoky eyes. Newly lauched products include Thrrrob, a “turned on” face powder (apparently - but will it beat NARS’ Orgasm blush?) and Talk to the Tan for that Lindsey Lohan look.

What’s even better is that this branch has four stations for eyebrow shaping, eyelash tinting and so on, plus a room out back for more, er, private waxing. Beauty editors have been talking about these treatments since launch and no wonder - who wouldn’t rate swanning into this pink testament to girlishness over your usual salon?