The Canadian beauty brand, which is made with totally natural ingredients, opens a lipstick lab in Toronto.

We’ve talked up Bite Beauty before. This Canadian makeup brand has more going for it than its birthplace—it’s also totally natural and organic. That’s right—lipstick that’s good enough to eat. And now, you can take part on the actual making of a personalized lipstick (at least if you live in Toronto you can). The brand has opened its second location (the first is in New York) in Toronto—but don’t expect a regular, run-of-the-mill retail experience.

The store, located in Toronto’s trendy Queen West neighbourhood, is so much more than a place to purchase lipstick. Customers can walk in and sit down with a Bite Beauty employee to figure out the exact shade and formula they should purchase. After swatching different colours and trying on a few too, you then get to watch your lipstick being made—and you get to choose a signature scent too. “I think our flagship store should tell all aspects of the brand story,” says Susanne Langmuir, Bite Beauty founder. “Bite is made by Bite, we’ve got our lab experience, and then having an event space that is more about the social experience than it is the retail one.”

Aside from walking in off the street to make lipstick, you can also book the event space upstairs and come in with a group to make lipsticks. We’re thinking this is perfect for bachelorette parties, Mother’s Day activities, baby showers—or just getting together with some of your fellow lipstick lovers for a chance to make your own. The idea is that you can “sit, have a glass on wine, have a sweet and savoury bite and then go through the personal experience of picking colour and watching how lipstick is made.”

Langmuir has more plans for the space, including a greenhouse out on the back patio with ingredients that are used in the product.

This is all interesting, but it’s hardly worth it if the product is no good. And we’re here to say, the product is good. Bite Beauty has managed to make high-pigment lipsticks with lasting power out of raw, organic materials. According to Langmuir, the average woman ingests the weight equivalent of a newborn baby in lipstick. A lipstick baby. “What you put on your lips, you eat. What you put on your skin, you absorb. And if you’re putting something on five times a day, why not have it be beneficial and have healthy ingredients?”

Bite Beauty Lip Lab is open to the public and the event space should be open by the end of the year. 678 Queen St. W., Toronto, Canada.