Glossier, known for its signature millennial pink, is embracing a bold change to red for its London pop-up experience.

The inspiration behind this shift comes from the essence of the beauty brand’s one and only scent, the cult-favorite “Glossier You.”

Glossier opened “Realms of You,” a two-month-long pop-up dedicated to its fragrance, on 173 Regent Street in London Saturday. Three rooms make up the beauty space, and each one offers an immersive experience meant to highlight Glossier’s best-selling scent.