The Los-Angeles-based makeup brand saw the opening of their  freestanding retail store in Sandton City this past Friday.

NYX Professional Makeup, the cult favourite makeup brand from Los Angeles with unique products that cater to the new generation of makeup lovers, is set to launch it’s second retail store in South Africa.

The store was designed with unique digital features that will bring the passion of the online beauty world into a retail environment. The store opened in Sandton City set to service the greater Gauteng region.

As a digital-native brand with a global online community made up of millions of beauty fans, the NYX Professional Makeup store was created for today’s makeup consumers who are adapting the skills and the tools of professional makeup artists to their own personal styles. Recognizing that these new artists are often self-taught and love to share their makeup styles with the world, the NYX Professional Makeup store will celebrate everyday makeup artistry by offering a complete line of affordable professional makeup, new digital technology features and an interactive approach that puts techniques and tools directly into the hands of shoppers.

“We are proud to be able to create a space where fans can come play, learn and share their love for NYX Professional Makeup,” said Scott Friedman, NYX Professional Makeup Cosmetics CEO.

NYX Professional Makeup will continue its strong partnership with its retailer that is currently distributing NYX Professional Makeup. Its freestanding store will serve as an extension of its current retail distribution, combining digital technology with a hands-on, self- learning environment that will provide consumers with a completely new NYX Professional Makeup experience. The new retail store features include an interactive NYX Professional Makeup Beauty Bar, a digital community wall, and innovative use of digital imagery and social media content throughout the store, bringing the excitement and energy of the online beauty world into the retail space.

“Our stores celebrate the new generation of beauty influencers, and their dedicated followers, by highlighting the creativity and artistry of these real-world makeup lovers,” said Nathalie Kristo, NYX Professional Makeup Cosmetics SVP of Global Marketing and Business Development. With our complete line of professional makeup and new digital services, our customers will be empowered to create and share their own makeup looks.

The new NYX Professional Makeup store in South Africa will be a playground for beauty junkies who love to have fun with makeup. Honoring its deep relationships with some of the most popular Instagram and YouTube beauty influencers, NYX Professional Makeup has teamed up with beauty gurus as campaign models. Additionally, our NYX Professional Makeup store will host meet-ups and in-store content takeovers with our own local beauty influencers.


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