NYX Professional Makeup, the cosmetics brand owned by L’Oréal, has opened its first store in the UK located in Westfield Stratford City in London.
The UK flagship is the brand’s biggest store in Europe and was designed with digital features that are said to bring ‘the passion of the online beauty world into a retail environment’.
Digital features include: video tutorials on topics such as contouring, a photobooth and a live stream sharing images from the NYX Professional Makeup online community.
The new store will feature the brand’s full range of cosmetics.
The brand said in a statement: “The NYX Professional Makeup store was created for today’s make-up consumers who are adapting the skills and the tools of professional make-up artists to their own personal styles.
“Recognising that these new artists are often self-taught and love to share their make-up styles with the world, the NYX Professional Makeup store will celebrate everyday make-up artistry by offering a complete line of affordable professional make-up, new digital technology features and an interactive approach that puts techniques and tools directly into the hands of shoppers.
NYX opened its first interactive US store in 2015 – a flagship store in California’s Westfield Sant Anita Mall in Greater Los Angeles. The US store features an interactive beauty bar and a digital community wall with digital imagery.
