Online makeup brand opens Northern California flagship

NYX Professional Makeup continues its brick-and-mortar expansion, opening a flagship at Westfield Valley Fair mall in Santa Clara, California.



The store is the first of several NYX locations set to open throughout the year. Upcoming locations include Broadway Plaza, Walnut Creek, California, and Willowbrook Mall, Wayne, New Jersey.



The cult makeup fave, which started out online, opened its first-ever physical store in October, at Westfield Santa Anita mall in Los Angeles, followed by additional store openings in Southern California, Canada, France, Italy and Spain.



NYX stores are designed as a playground for beauty junkies, and combine digital technology with a hands-on self-learning environment, including an interactive makeup station featuring custom NYX video tutorials and products for customers to recreate new and trending makeup looks.



Customers can also upload their best selfies for a chance to be featured on the Instafeed digital walls in NYX stores.