Company News, New Products

NYX Expands To East Coast

Store opens in New Jersey with more to follow in 2016.


By: Melissa Meisel

NYX Expands To East Coast

NYX Professional Makeup is set to launch its first retail location on the East Coast on Feb. 19 at the Willowbrook Mall in North New Jersey. The NYX Professional Makeup stores encourage everyday makeup artistry by offering a complete line of affordable professional makeup.

After receiving rave reviews with make-up lovers in Los Angeles and around the globe, NYX's first East Coast opening marks their continued global expansion plan. Willowbrook Mall will be the digital-native brand's fifth US store opening, following four openings throughout California, as well as globally in Canada, France, Italy and Spain. Additional openings are planned globally throughout the remainder of 2016, with stores in the Southeast and Midwest scheduled in the next few months.

“We are so excited to now offer our East Coast consumers an opportunity to experience NYX through an interactive and digitally inspired environment,” said Scott Friedman, NYX Cosmetics CEO. “When consumers walk-in, they will be immersed in the colorful, creative world of NYX with a series of innovative technologies to assist in education and inspiration from the global beauty community.”

NYX flagship stores serve as an extension of its current retail distribution, combining digital technology with a hands-on self-learning environment that provides consumers with a completely new NYX experience. In keeping with its heritage as a truly digital brand, the NYX stores feature a series of innovative technologies designed to assist the makeup shopper in finding education and inspiration from the global beauty community. The NYX Beauty Bar is an interactive makeup station featuring custom NYX video tutorials and products for customers to recreate new and trending makeup looks. Customers can also upload their best selfies for a chance to be featured on the Instafeed digital walls in NYX stores. The new NYX Professional Makeup stores are truly a playground for beauty junkies who love to have fun with makeup. 

NYX Professional Makeup will continue to expand its retail footprint nationwide and globally throughout 2016. Additional locations include: Tyson's Corner, McLean, VA; Mall of America, Bloomington, MN and Sherman Oaks, CA.

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