The legendary makeup brand CoverGirl will open its first flagship storefront in Times Square.

The store is supposed to be a beauty destination that personifies the slogan "I am what I make up," which replaced its iconic "easy, breeze, beautiful, CoverGirl" line.

CoverGirl said the store will be interactive, offering full makeup application and on-the-go services as well as digital experiences. 

The 10,000-square-foot store is expected to open this fall.