NYX Cosmetics is due to open its first flagship store in California on 2 October with unique digital features.
Aiming to bring the online beauty world into a retail environment, the NYX Professional Make-up store will open in the Westfield Santa Anita Mall in Greater Los Angeles. The brand has plans to expand into more urban centres both nationally and internationally in 2016.
The flagship store will feature an interactive NYX Beauty Bar and a digital community wall with digital imagery and social media content throughout. Scott Friedman, CEO at NYX Cosmetics, said: "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 Make-up."
NYX Cosmetics has teamed up with a number of popular Instagram and YouTube beauty influencers to act as campaign models. Consumers will also be invited to meet and greets in-store and NYX's social channels will host content takeovers.
Charis Lincoln, from YouTube channel Charisma Star, is one of the YouTube stars taking part. She said: "I am a longtime NYX Professional Make-up fan, so it was very cool to partner with them to help develop their retail stores. As a passionate beauty consumer, NYX Professional Make-up is offering a place where make-up lovers like me can find all of their favourite products and truly become a part of the NYX Professional Make-up community. I can't wait for the first store to open and meet all my fellow NYX fans there."
Nathalie Kristo, Senior Vice President of Global Marketing and Business Development at NYX Cosmetics, added: "Our stores will celebrate the new generation of beauty influencers and their dedicated followers by highlighting the creativity and artistry of these real-world make-up lovers. With our complete line of professional make-up and new digital services our customers will be empowered to create and share their own make-up looks."