NYX Professional Makeup is set to launch its first retail location on the East Coast on Friday, February 19th at the Willowbrook Mall in North New Jersey.

The store combines digital technology with a hands-on self-learning environment that provides consumers with a completely new NYX experience. It features a series of innovative technologies, designed to assist the makeup shopper in finding education and inspiration from the global beauty community.

One digital feature is the NYX Beauty Bar –  an interactive makeup station featuring custom NYX video tutorials and products for customers to recreate new and trending makeup looks.

“We are so excited to now offer our East Coast consumers an opportunity to experience NYX through an interactive and digitally inspired environment,” said Scott Friedman, NYX Cosmetics CEO. “When consumers walk-in, they will be immersed in the colorful, creative world of NYX with a series of innovative technologies to assist in education and inspiration from the global beauty community.”

NYX is Expanding

This location in NJ will be the digital-native brand’s fifth US store opening, following four openings throughout California, as well as globally in Canada, France, Italy and Spain. Additional openings are planned globally throughout the remainder of 2016, with stores in the Southeast and Midwest scheduled in the next few months.