NYX Professional Makeup logoToday NYX Professional Makeup, a global brand established in 1999 and acquired by L’Oréal in 2014, opened its first East Coast retail location. The New Jersey location—in the Willowbrook Mall at 1400 Willowbrook Mall in Wayne—features a hands-on learning environment and innovative technology.

According to a press release, the store has a NYX Beauty Bar which provides customers with an interactive make-up station, NYX video tutorials and products. In keeping with the brand’s digital heritage, customers can upload photos for a chance to be featured on an Instafeed digital wall in NYX stores. (The brand currently has stores based in the United States, Canada, France, Italy and Spain).

“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, via a statement. “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.”

For more details upcoming store openings, visit nyxcosmetics.com/nyxretail. NYX will also have a booth at IMATS New York.