NYX has launched a new loyalty programme and mobile app.
The Makeup Crew scheme allows consumers access to exclusive rewards and in-app promotions for shopping online, in-store or in-app.
Other features include shoppable videos, product previews and user-generated content.
"Our beauty lovers value artistry, innovation and accessibility," said Nathalie Kristo, General Manager of NYX.
"With the launch of our new app and loyalty programme, not only are we providing our fans with the entire line of NYX Professional Makeup at their fingertips, we are also providing them with exclusive, on-the-go shoppable content like never before.
“We are thrilled to bring this new technology to our community."