The runway has long been established as fashion’s main stage, but a recent event hosted in London is set to establish a fad for beauty catwalk shows where clothes play second fiddle to makeup. QVC’s ‘Facewalk,’ a makeup showcase billed as the first ever beauty catwalk show, set out to reveal the creative potential of cosmetics.

Looks ranged from classic beauty to more edgy and extreme face art, all created from accessible makeup brands including Jemma Kidd and Bobbi Brown. Just as haute couture shows inspire fashion lovers to be more daring with their clothes by exaggerating style, the Facewalk event revealed makeup looks that wouldn’t be out of place at a Lady Gaga show. There were geishas, clouds, galaxies, punks, flowers and even birds adorning the models’ faces at a show so focused on makeup it was hard to remember what the girls even wore.

This may be the start of something big for an industry that has for too long simply accessorised fashion. Maybe we’ll see London Beauty Week soon.