A leader in the global color cosmetics industry, NYX Professional Makeup will open its first retail location on the East Coast tomorrow at the Willowbrook Mall in Wayne, NJ. The digital-native brand has four stores throughout California, as well as international locations in Canada, France, Italy, and Spain. This store also serves as an extension of NYX Professional Makeup’s current retail distribution, offering a complete line of affordable professional makeup while combining digital technology with a hands-on learning environment. "We are so excited to now offer our East Coast consumers an opportunity to experience NYX through an interactive and digitally inspired environment," says CEO Scott Friedman. "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."
In keeping with its heritage as a truly digital brand, this NYX store will feature a series of innovative technologies designed to assist the makeup shopper in finding education and inspiration from the global beauty community. One innovation includes The NYX Beauty Bar, which 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 wall in the store. NYX Professional Makeup will continue to expand its retail footprint nationwide and globally throughout 2016, with stores in the Southeast and Midwest scheduled in the next few months.