Marc Jacobs is proving his passion for beauty, opening the doors on his first store dedicated solely to make-up today.

Yes, you heard us correctly. Situated on Bleecker Street in Manhattan, the new store will stock the 121-piece colour cosmetics collection, as well as his MJ's signature fragrances.

The colour collection will also be opening today in Sephora and 11 other Marc Jacobs stores from LA to Miami. Not London? we hear you ask. The answer, unfortunately is not yet – although Robert Duffy, president of Marc Jacobs International, is not ruling out the beauty shop expanding.

'It depends on how it does,' he tells WWD. 'When we launched Bookmarc, I thought it would be the only one, and then we opened one in LA and in Paris and in London. And we’re about to open one in Tokyo. At practically every store I’ve underestimated the amount of people who will come.'

Twitter petition, anyone…?