US tattoo artist-turned make-up entrepreneur Kat Von D has teamed up with Sephora to create the Everlasting Flash sale, a promotion that allows consumers to purchase products before they go instore.

On the first Wednesday of every month throughout 2017, Sephora will offer a flash sale that will allow consumers to purchase a new color of Von D’s Everlasting Liquid Lipstick before it goes in sale in store.

The promotion will last for 48 hours or before the item is sold out. The products in the sale will be instore approximately a month after, with the sale kickstarting with Von D’s Sanctuary – a nude shade within the new 25 SKU collection.