NYX opens first flagship store in Northern California

NYX Professional Makeup announced the opening of its first flagship retail store in Santa Clara, California.

The beauty store, located in the Westfield Valley Fair shopping center, is packed with digital features to bring the makeup brand's online presence into the physical store. For example, the NYX Beauty Bar is an interactive makeup station featuring custom video tutorials and products that allows consumers to recreate new and trending makeup looks. In addition, consumers can upload selfies for a chance to be featured on the Instafeed digital walls in NYX stores.

NYX launched its first-ever physical store in Arcadia, California, in October 2015, followed by additional store openings in Southern California, Canada, France, Italy and Spain. The latest opening kicks off the rollout of several new locations to open in the United States and around the world in 2016.

NYX Professional Makeup has a global community with millions of followers who not only purchase products but learn about beauty artists and digital influencers. Although originally intended for professionals, the new stores cater to consumers in order to help them adapt the tools of the professional makeup artists.

"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.

NYX Professional Makeup joins the growing trend of e-commerce beauty and fashion brands to dive into brick-and-mortar, including Birchbox, Bonobos, Rent the Runway and Gilt.

For more:
-See this NYX press release

Related stories:
NYX Professional Makeup showcases technology in first brick-and-mortar
Birchbox continues physical store pilot
Birchbox uses brick-and-mortar to learn about online shoppers
Bonobos raises $55 million to open new stores
Birchbox to open its first retail store in Manhattan

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