Murad’s new flagship store on West Third Street in Los Angeles. Photo courtesy of Murad.

Wednesday, November 5 marked the grand opening of Murad’s flagship, the skincare brand’s first stand-alone retail space.

Over the course of four hours, the bright white, yet inviting, store played host to a slew of bloggers, journalists and L.A.-area celebrities. To kick off the event, Dr. Howard Murad himself—sporting psychedelic paisley and surrounded by friends and family—cut the shiny white ribbon that hung across the door.

Guests were given the opportunity to visit the express services station, where therapists cleansed their hands with the brand’s Rejuvenating AHA Cream Wash and gently massaged their fingers with the Rejuvenating AHA Hand Cream. At the YouthCam station, invitees had their skin photographed and analyzed during a one-on-one consultation with a Murad skincare specialist.

Technologically savvy is an understatement for the space, which in addition to the skincare health assessment station also boasts a half-dozen iPads, an interactive art wall and a “Hero Wall”—which displays pertinent information on a TV screen, based on the product a customer has picked up from the display below.

The flagship will retail the brand’s full lineup, plus water bottles and aromatherapy candle sets. In the rear of the store is a display that includes canvases of Dr. Murad’s personal artwork and wood block inspirational quotes, also for sale.

Tucked on trendy West Third Street in the Fairfax District—a stone’s throw from iconic eateries like Joan’s on Third and Toast plus boutiques such as Trina Turk and Kate Spade Saturday—the store is expecting to hold events and workshops in future.

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