For most New Yorkers, going to Duane Reade is all about stocking up on toilet paper and toothpaste and then waiting an hour to check out--not exactly a luxury shopping destination.

But all that is about to change.

Today marks the opening of the New York City drugstore chain's 14,000 square foot, two-story stab-at-prestige beauty retailing in Herald's Square, reports WWD.

The new beauty department, called Look Boutique, boasts 5,400 square feet of upscale brands, including Too Faced, Lierac, Pop Beauty, and La Roche-Posay.

The new Duane Reade is no slouch in the fragrance department either. The store now stocks Gwen Stefani's Harajuku Lovers, Juicy Couture, Burberry, and a Demeter Fragrance Library, reports the paper. Other beauty bells and whistles include a Ramy brow-shaping station, where for $30 you can get your brows done by the makeup artist staff, and a physician-manned health clinic.

According to the source, the chain will open 30 more new or renovated stores next year, half of which will contain the Look Boutique. Duane Reade's chief merchandising manager Joe Magnacca told WWD: "It's a big step up for drugstore beauty."

Another bonus, the new Herald Square Duane Reade is open 24 hours should you have a 3am lip gloss craving.