Judging by the euphoric response to beauty giant Sephora’s announcement that Kat Von D Beauty is launching in Singapore, makeup junkies are having a field day. For the uninitiated: the line is founded by Mexican tattoo artist Kat Von D, who shot to fame after appearing in TV shows Miami Ink and L.A. Ink (FYI: she’s inked celebrities like Beyonce, Miley Cyrus and Zayn Malik) and is now based in Hollywood, Los Angeles where she runs her own tattoo studio.

Her first foray into the beauty world was in 2008, when she created four red lipsticks in partnership with Sephora. Eight years on, she’s grown it into a full-blown makeup range covering everything from foundations to contouring products to eyeliner.

Here, get a sneak peek at the most electrifying shades coming to Sephora shelves in July and insights into Kat Von D’s personal approach to beauty.