Made by Mitchell selects Liverpool for first-ever store
Viral beauty brand Made by Mitchell is opening its first-ever store - almost five years after its launch - and it’s heading back to where it all began: Liverpool.
Founder Mitchell Halliday shared a teaser video on Instagram, showing himself and his team walking through an empty retail unit. The caption read: "My first ever store, right where the brand was born..."
Another caption added: "Now thisssss is a dream come true. Back where it all began almost five years ago. Liverpool."
While the brand hasn’t officially confirmed the location, fans were quick to spot the background in the video - suggesting the debut store will be located at Liverpool’s Metquarter shopping centre.
When one user commented on the suspected location, Halliday replied with a playful "hehe" - further fuelling speculation.
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Launched in 2020, Made by Mitchell was born from Halliday’s passion for makeup and self-expression. But for the founder, the brand was always about more than just products.
"The concept didn’t begin with products or aesthetics - it was always community," Halliday previously told TheIndustry.beauty in an exclusive interview. "I wanted to create a safe space for people to be as creative and outrageous in their makeup as they wanted to be, while learning, sharing techniques, and having access to affordable products to fuel their passion."
The brand debuted with six shades of its now-cult favourite Blursh liquid blushers, alongside eyeshadow palettes, brushes, organiser cases, and mirrors. Since then, it has expanded to include hundreds of products and shades, keeping pace with trends and customer demand.
Its explosive growth can be credited to its savvy use of TikTok, where it has become a viral sensation. In 2022, it officially launched on TikTok Shop, making its products even more accessible to its fast-growing fanbase.
The brand’s evolution has also recently taken it from the digital space to the high street, with a major retail partnership with Boots.
Now, with the opening of its flagship store, Made by Mitchell is solidifying its place not just as a viral beauty brand - but as a physical part of the UK beauty retail scene.
The store opening comes at a time when TikTok-born beauty brands are making bold moves into brick-and-mortar retail.
Fellow viral makeup brand P.Louise is also preparing to open its debut standalone location in Manchester. Dubbed P.Louise City, the space promises to deliver more than just products - with features like dance floors, juice bars, and immersive installations.
Meanwhile, Glow For It launched at Boots and has been hosting various pop-ups to connect with new and existing customers in real life.
As TikTok-native beauty brands continue to shape the industry’s future, Made by Mitchell’s Liverpool launch marks not just a return to its roots, but a major milestone in its growth journey.
