Grafton's latest addition is a dedicated, stand-alone Urban Decay store.
The unit near the Stephen's Green end of the street previously housed a phone shop and temporary calendar outlet.
Now it's a veritable explosion of glitter and colour.
There are more Naked Palettes than you can shake a stick at and the store features a beauty lounge.
It can be booked for private makeup hen/birthday parties.
You can also sort your next social media profile photo with the store's specially lit mirrors which feature a holder for you phone.
Aoife Wikins, the Urban Decay Boutique Store Manager said she is excited to see the store busy with customers;
"We have a large ground floor, we have make up stations downstairs, we have a lounge area then on the first floor and that's basically for any appointments that you book in".
"We also have exclusive products that you can't get in any Urban Decay department store, that's a unique thing that we have, we also get some launches earlier then the rest".
"I hope for more store in Ireland and a larger awareness of the brand, I think a lot of people have an interest in the brand but I think it will take it to the next level when people see it on Grafton Street".
The store opened at 10am for the public and it is already looking busy with street dancers outside and a DJ inside.
The shop is also stocked with 100 Naked Heat palettes to sell which aren't available any where else until August.
Make up artists are already painting Irish faces and taking bookings.
Employee Lauren O'Flaherty talked about her techniques and products used, "For this look (below) I used the Moon Dust palette, inspired by a four day festival look for people who want the pop without spending too much time in your tent trying to perfect your make up. Dramatic on the go".