After soft-launching last month, Make Up For Ever has officially opened the doors to its new ProLoft in downtown Toronto, located at 12 St. Joseph Street. Although the Paris-born, LVMH-owned beauty brand already reaches consumers across Canada through its presence at Sephora, this new retail space will cater to the brand’s original fans: professional makeup artists.
“It’s our home base for creativity, for brainstorming, for troubleshooting what they need to make their work happen,” says Jacquie Jeffery, Make Up For Ever’s Pro Division manager, Toronto. The brand was founded by makeup artist Dany Sanz in 1984, which means “pro is our brand DNA,” Jeffery adds. “Dany’s passion was always to make product for the pro first, and then ensure it’s also absolutely compatible for all of our public and the consumers.”
ProLoft Toronto stocks the full Make Up For Ever assortment—meaning all the consumer-friendly colour cosmetics that can be found at Sephora, alongside all the Pro Only SKUs that go beyond what the everyday beauty enthusiast would need. The latter includes products for TV/movie special effects (Black Tooth Enamel, Plasto Wax, Sweat Effect Gel). “From the largest-size glitter to four different types of ‘blood,’ we have everything they need to get the job done,” says Jeffery.
The brand also offers a discount program to beauty professionals, called Backstage Card: 40 percent off for makeup artists, and 20 percent off for makeup students and industry partners (including salon employees, cosmetic retail employees, licensed cosmetologists and aestheticians).
The new ProLoft Toronto will host workshops and socials for artists on an ongoing basis. The themes will vary, but may include topics like mastering wedding makeup or working with Ultra HD Foundation for TV.
Makeup artists in Vancouver got their own hub this past November, with the opening of the Make Up For Ever Pro storefront at CurliQue Beauty (part of Blanche Macdonald Centre, the renowned beauty college).
Downtown Montreal is set to get a whole new ProLoft, too: the 700-square-foot space, located at 1260 Crescent Street, is slated to open later this month.