A New Generation of Makeup Lovers

NYX Professional Makeup opens first digitally-enabled store in Northern California.

The Luxonomist. 08/02/2016

NYX Professional Makeup, the cult favorite makeup brand with unique products that cater to a new generation of makeup lovers, has opened its first flagship retail store in Northern California at Westfield Valley Fair shopping center in Santa Clara. NYX retail stores are a one-of-a-kind addition to the beauty retail world. Fully loaded with unique digital features, the stores bring the passion and innovation of the online beauty world into a bricks and mortar retail environment.

NYX Night on the Town Palette. Click for more information

NYX launched its first-ever retail store in Los Angeles in October 2015 at Westfield Santa Anita, followed by additional store openings in Southern California, Canada, France, Italy and Spain. The new stores have been a huge hit with makeup lovers in LA and around the globe. NYX’s Northern California debut kicks off the rollout of several new locations set to open in the U.S. and globally in 2016.

NYX Los Angeles Palette. Click to buy

NYX Professional Makeup has a global online community made up of millions of beauty fans who look to beauty artists and influencers on multiple digital platforms for personal inspiration. The new line of stores was created for these consumers, providing an environment where they can try new products and adapt the tools of professional makeup artists and online influencers to their own personal style.

NYX Revenge is Infinite. Click to buy

Recognizing that these new artists are often self-taught, the NYX Professional Makeup store encourages everyday makeup artistry by offering a complete line of affordable professional makeup, new digital technology features and an interactive approach that puts techniques and tools directly into the hands of shoppers.«We are so excited to bring NYX stores to Northern California and provide a space for our fans to enjoy while they learn, play and most importantly express their creativity through makeup,» said Scott Friedman, NYX Cosmetics CEO.

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