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NYX Cosmetics Opens First Retail Store

NYX makes its first foray into the retail world.

When you think of an affordable makeup brand with pigmented colors and great pay off, it’s hard to not think of NYX Cosmetics. The LA-based brand, originally named after the Greek goddess who ruled the night, is upping its ante and giving beauty lovers the opportunity to shop its entire collection in an actual brick and mortar that’s unlike any other makeup retailer.

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The new NYX stores will be entirely devoted to celebrating the consumer—particularly the new generation of makeup artists who watch and film YouTube and Instagram tutorials. In bringing the online community to life, NYX will offer digital in-store tutorials, live Instagram feeds featuring user-generated content and digitally curated products catered to individual skin tones.

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Although the first round of stores are launching in California (sorry east coast!), the brand plans to roll-out other stores nationwide in the coming months.

Which NYX product is your favorite? Will you be checking out the stores?