NYX Professional Makeup logoAfter successfully opening in locations across the country in the past year, NYX Professional Makeup launched its first flagship store in Union Square, New York City, on Friday, Oct. 28. It is the company’s 20th domestic location and the largest yet. Tailored to discerning New York clientele while maintaining the heritage of the brand, the store will combine digital technology with a hands-on educational environment.

Departing from traditional beauty store models, NYX stores foster an educational environment for make-up enthusiasts to learn more about the products and the best ways to use them. Each store offers a Beauty Bar, a Lip Bar, a Shadow Bar and an interactive make-up station with custom video tutorials. The Union Square location will house exclusive features such as the Brush Bar, the Lash Bar and the Masterclass area, where classes on make-up artistry will be taught by influencers and experts.

Other exclusive services include personalized one-on-one lessons from professional artists, and the Colorcast wall. According to NYX, “Colorcast showcases the colors of the NYX Professional Makeup community from across the world. Colorcast will scan your colors and reflect back the make-up artistry that features those shades. Shoppers will also be able to filter the community content based on hair color, eye color, or iconic NYX Professional Makeup products.”

Nathalie Kristo—General Manager, Marketing and Global Business Development—said in a press release, “It is very important to us that our digitally-enhanced stores marry the online beauty community with the everyday retail world. The NYX Professional Makeup store is a place where we celebrate our online community while encouraging every day customers to come play, and experiment, and have fun with make-up. We have created interactive features for consumers to enjoy while educating themselves in the process.”

The NYX Professional Makeup Union Square Grand Opening began this morning and continues through Sunday. The weekend will feature prizes, limited-edition collectibles for customers and meet-and-greets with beauty influencers from YouTube and Instagram.

For more information about store locations, please visit nyxcosmetics.com/nyxretail.