NYX Store Arrives On the East Coast Today
True story: I love me some NYX makeup. Not only is NYX super affordable, but the formulas are legit. This is a MAJOR KEY alert type of brand. I love love love the Soft Matte Lip Creams. They're $6 each, last for hours (but fade nicely as the day goes on) and come in every color you can think of, including electric blue a.k.a. "Moscow." The brand is pretty popular on social media — 5.8 million Instagram followers is impressive IMO — and among beauty influencers like my girl Desi Perkins, so it was finally NYX's time to shine on the east coast.
I got to visit the New Jersey store for a preview last night and was impressed with the unique technology and interactive features the space has. Sure you can shop for the products on the site, but in-store, there is a make-your-own-palette counter, makeup stations with iPads displaying makeup tutorials from big name YouTube and Instagram stars, and my favorite part, the product scanner. Shoppers can scan any item within a department of the store (lips, face, eyes, etc.) and see how people on social media are using it. Check out my low budget Snapchat where a fellow beauty editor is in action. If you ask me, I think Sephora may want to take some notes (#NoDisrespectToSephora).