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In February, Canadian beauty brand M.A.C transformed its Robson Street outlet to become Vancouver's first M.A.C Pro location.Handout

Makeup lovers have a new reason to visit M.A.C’s downtown Vancouver flagship. In February, the beauty brand, which was founded in Toronto in 1984 and is now a part of the Estée Lauder Companies, transformed its Robson Street store into the city’s first M.A.C Pro location. The new Pro designation means that, in addition to the consumer favourites that have been available on Robson since 1997, the store now carries every single M.A.C product, including the Pro range designed for professionals and industry performers.

“This is where a freelance makeup artist would come to purchase airbrush or green foundation or buckets of glitter,” explains Caitlin Callahan, a senior artist at M.A.C Cosmetics who has been with the company since 1993. At its Robson Street store, Callahan says they see every type of customer imaginable, from makeup artists working in the city’s bustling film industry to tourists stopping in after a visit to the nearby Vancouver Art Gallery. “This is something that will really service any makeup consumer.”

To spruce up your makeup look this spring, Callahan recommends adding an iridescent lip product to the bow of the lips as a complement to one of M.A.C’s signature lip colours such as Ruby Woo or Russian Red. It’s a chic technique she perfected backstage at Paris fashion week that works just as well off the runway. “We’ve always treated makeup as fashion,” Callahan says. “When you look at makeup as fashion, you’re willing to try new things and experiment, but you [still] look fantastic without it.”

M.A.C Pro Robson, 908 Robson St., Vancouver, 604-682-6588,

  • M.A.C Glitter in 3D Silver, $26.

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