NYX Cosmetics Set to Open First Retail Store

The LA-based professional makeup brand will open its first flagship stores in California in fall 2015, expanding to select urban markets throughout 2016.

The Luxonomist. 30/09/2015

NYX Professional Makeup, the cult favorite makeup brand with unique products that cater to the new generation of makeup lovers, is set to launch its first-ever flagship retail stores designed with unique digital features that will bring the passion of the online beauty world into a retail environment. The first store grand opening is set for October 2 at the Westfield Santa Anita Mall in the greaterLos Angeles region, with additional nationwide and global stores rolling out in select urban centers throughout 2016.

NYX Cosmetics 1
Soft Matte Lip Cream. (Photo: nyxcosmetics Instagram) Click to buy

As a digital-native brand with a global online community made up of millions of beauty fans, the NYX Professional Makeup store was created for today’s makeup consumers who are adapting the skills and the tools of professional makeup artists to their own personal styles. Recognizing that these new artists are often self-taught and love to share their makeup styles with the world, the NYX Professional Makeup store will celebrate 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.

NYX Cosmetics 2
Eyebrow Gel. (Photo: nyxcosmetics Instagram) Click to buy

«We’re very excited about this new chapter for the brand and are proud to be able to create a space where fans can come play, learn and share their love for NYX Professional Makeup,» said Scott Friedman, NYX Cosmetics CEO.NYX Professional Makeup will continue its strong partnerships with key retailers that currently distribute NYX. Its flagship stores will serve as an extension of its current retail distribution, combining digital technology with a hands-on, self-learning environment that will provide consumers with a completely new NYX experience.

NYX Cosmetics 3
Micro Brow Pencil. (Photo: nyxcosmetics Instagram) Click to buy

The new retail store features include an interactive NYX Beauty Bar, a digital community wall, and innovative use of digital imagery and social media content throughout the store. By developing these first-to-market technological innovations, the NYX stores will bring the excitement and energy of the online beauty world into the retail space.

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