RAWR, formerly Lashious Beauty, today announces the opening of its flagship store on London’s Rathbone Place, following a star-studded launch party to celebrate the opening that featured a performance from British rapper, singer, and songwriter Stefflon Don.

RAWR, working with global experience agency, Imagination, has completed a full brand overhaul as it plans rapid expansion in key Primark stores – as part of a pre-existing partnership – and in bespoke outlets around the UK.

RAWR is re-defining the beauty industry with their team of experts specialising in meticulous manicures, brushed-up brows, rawr-laxing massages and envy-inducing eyelash extensions.

Designed to meet the needs of money-savvy, time-poor urban consumers, RAWR will bring ‘bold beauty as unique as you are’ to its many existing customers and future visitors to help them #FeelTheirFierce.

The Fitzrovia flagship has been designed to capture a vibrant expression of energetic life in the urban jungle.

Chloe Guest, Head of Marketing at RAWR, said, “We’ve been waiting with huge anticipation to bring this beautiful rebrand to people all over the UK. We’ve shaped over a million eyebrows as Lashious Beauty, and with the amazing work Imagination has put in, both to the retail concept and to the brand itself, we can’t wait to shape millions more.”

Richard Hannah, Client Services Director at Imagination, said, “RAWR is a bold and exciting brand that perfectly encapsulates and fits a huge proportion of urban, busy people. It was a privilege to polish an already brilliant business into a stunning new brand set to help people Feel Their Fierce.”