The brainchild of Kelly Colman, wife of Clive Colman of Burlingtons' salon group, the new id backstage service is already available at nine salons in England and Wales.
But after moving into retail units for the first time by opening in the Liverpool One shopping area's Debenhams, the service is now also on offer at west London's brand-new shopping mecca, giving customers what celebrities have long had access to – a personal, professional makeover service.
For just £40, you can have your hair styled and glam make-up applied by the experts – or you can just focus on your hair or face for £20.
Choose from a 'menu' of looks – smoky eyes or a catwalk cool complexion, with hair that's straightened, curled, crimped or blowdried into a fresh new style.
The service uses Redken haircare and styling products, but we're most impressed by the new id cosmetics, which have been developed by Kelly as a result of feedback she's received from both make-up artists and clients using the existing makeover service at Burlington's salons.
A comprehensive range of textures and colours in up-to-date shades and finishes, the range also features stand-out products such as the i-shimmer Shimmer Sticks, £15, chunky pencils of blendable colour with a built-in blending brush at the other end, and i-smoulder, £15, smudgy pencils with sponges at the other end that dispense shadow.
Our runaway favourite, however is, i-gloss, £12.50. Yes, the iridescent gloss is gorgeous, but what's ingenious is the mirror on the outside of the tube and a lid that lights up when you open it so you can reapply perfectly in the dark. It's a great talking point that grabs everyone's interest when you pull it out of your bag – including men's. We love it!