Cult favorite beauty brand going from clicks to bricks

Another digital-native retailer is going the mall route. And this one is aimed at shoppers who love to play with makeup.



NYX Professional Makeup on Oct. 2 will open its first-ever physical store, at the Westfield Santa Anita Mall, Arcadia, California. The Los Angeles-based brand, which was acquired by L'Oreal in June 2014, says it plans to roll out additional stores nationwide and globally in select urban centers throughout 2016.



The NYX Professional Makeup store will offer the brand’s exclusive line of cosmetic products and celebrate everyday makeup artistry via an interactive approach that combines digital technology with a hands-on, self-learning environment.



Billed as a playground for beauty junkies who love to have fun with makeup, the store will include an interactive “NYX Beauty Bar,” a digital community wall, and use of digital imagery and social media content throughout the space. All the stores will include custom pieces of art created by female street artist HUEMAN.



Additionally, every month select NYX Professional Makeup locations will host meet-ups and in-store events with Instagram and YouTube beauty “influencers.”



"We're very excited about this new chapter for the brand and 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, CEO, NYX Cosmetics.



Along with its initial store in Arcadia, first NYX Professional Makeup announced four additional locations, all in California:



• Del Amo Fashion Center, Torrance;

• Victoria Gardens, Rancho Cucamonga;

• Westfield Valley Fair, Santa Clara; and

• Broadway Plaza, Walnut Creek.