Just three weeks after a splashy debut in Las Vegas, NYX Cosmetics is at it again. The L’Oréal -owned brand is opening on June 9 in the Westfield Century City Mall in Los Angeles. It is the company’s 33rd store in the U.S. and the fifth for the greater Los Angeles market.
NYX opened its first brick-and-mortar store in 2015 and continues to unveil units in some of the country’s busiest shopping malls, such as Tysons Corner Center and The Galleria in Houston.
With each opening, the company takes learnings to further tweak its formula that fuses technology and a hands-on educational environment. This latest version introduces a new Brush Bar and Lash Bar. Those areas join a Beauty Bar, an interactive makeup station with custom video tutorials, a Lip Bar, Shadow Bar and a service bar where customers can book 30-minute tutorials.
A private shopping experience with vlogger Chrisspy takes place at a preview before the grand opening on June 8 for the first 200 fans in line. There will also be special giveaways on the official opening day, which have become a hallmark of the frenzied openings. It isn’t unusual for more than 300 NYX fans to line up at openings for