The First NYX Cosmetics Store on the East Coast has Opened at the WillowBrook Mall
By Alison Blackman
East Coasters Can Get Their “NYX FIX” in New Jersey: If you live in New Jersey and can get to 1400 Willowbrook Mall you’re in for a treat. The first NYX free standing Cosmetics store on the East Coast recently opened there and it’s amazing! You walk in and you feel like a kid in a candy store.
For those who don’t know NYX Cosmetics yet, NYX Cosmetics was founded in 1999 by Toni Ko, who created the trendy makeup products with highly pigmented colors to please her discerning girlfriends. Toni really did us all a favor, because if you didn’t know how affordable NYX Cosmetics are, you’d think these high performance, quality, trendy products cost a lot more. The company was named after the ancient Greek goddess who ruled the night (NYX Cosmetics fans are for fashinistas, for sure). However, while you can enjoy lots of runway-centric colors and products, the bulk of the brand features user-friendly, wearable colors that translate the best of modern into formulas that make a cosmetics lover weak in the knees.
NYX Cosmetics are always coming up with new ideas to surprise and delight me. NYX Cosmetics are a way to try new trends without making too much of an investment. And their travel-friendly face in a case kits are the absolutely best. That’s why I call shopping for NYX Cosmetics, a “NYX Fix.” You can get a big beauty haul from NYX and still have money left over in your budget for something else.
In addition: NYX Cosmetics is certified as a cruelty–free brand, committed to producing 100% cruelty–free cosmetics. It will remain 100% cruelty-free even though it is now under L’Oréal’s ownership. This means that NYX does not and will not allow, conduct, commission, or pay for tests on animals for its ingredients, formulations, or finished products anywhere in the world.
Since a picture is worth a thousand words, I’ve created this slide show (below) with pictures of the NYX Cosmetics Store media event at Willowbrook Mall in New Jersey
*full screen is best to see all the details up close and personal
Entering the new East Coast Store at the Willowbrook Mall, your eyes and senses are literally assaulted by color. There are so many things to look at from walls of lipsticks and eye shadows and nail polishes, to displays of some of the best makeup tools and palettes around (at prices that make you do a double take, they’re so user-friendly). But there’s also so much to do. Try something a bit high tech and interactive, for example. At the NYX Beauty Bar you can sit and select one of a number of different of-the-moment tutorials i.e. strobing, ombre lips, etc. and then re-create those looks using the iPads in front of you that feature beauty influencers/vloggers taking you through the look step-by-step. This is free, by the way. You can also scan a product and see how it looks on a real person, and learn more about the product. Of course you can do that with one of the knowledgeable salespeople (the fabulous makeup artist who did my red lips –see the slideshow — used to work for one of my favorite high end cosmetics companies and now he’s at NYX). Check out the NYX Shadow Bar (first one was launched at the East Coast Willowbrook location); where you can create the custom palette of your dreams right in the store (there’s a NYX App for this as well). And there is the most astounding NYX Lip Bar with more lip products in more formulas and colors than anyone has a right to oogle (but they all can be yours)!
The Advice Sisters have reviewed NYX Cosmetics a number of times in the past, and if you want to see those reviews, all you have to do is type “NYX Cosmetics” into the search box at the top right hand side of this page (or any page on our site) and all the archived reviews will show up. There would be little to no point in my trying to recommend my favorite NYX products, because there are just too many. But I will admit that I love the Face Palettes of all sizes both for value and for sheer delight in having a new “paintbox” of color to play with. I travel with the small ones as well.
If you really want to know how I get my personal “NYX Fix” it’s by going out of my comfort zone and trying some of the trendies colors, such as the Vivid Brights Liquid Eye Liners ($7.00 each) that you can see in my train case at the front left. These also are available in yellow, acid green, pink, and more. It’s an instant way to pull off a trendy eye look for Spring 2016. You might even see me rocking the NYX Cosmetics Soft Matte Lip Cream ($6.00) in deep blue called “Moscow” (see it on the left next to the Shine Killer )$25.00 – fabulous matte primer). When a product is not a major investment, it’s easier to justify a color you might not wear often or might not usually select. Of course there are plenty of more classical colors as well (I love the red lipstick I’m wearing in the slide show, for example).
The NYX Cosmetics Willowbrook Mall store is the 5th store in the United States,but the other four are in California. Globally, NYX has also opened stores in Canada, France, Italy and Spain. If you want a NYX Cosmetics store near you so you can get your “NYX fix” locally, you might not have to wait too much longer. Four more NYX Cosmetics stores will be opening in the Southeast and Midwest scheduled in the next few months: Tyson’s Corner, McLean, VA; Mall of America, Bloomington, MN; Sherman Oaks, CA .. and more. Meanwhile, even if there isn’t a NYX store near you, you can get NYX Cosmetics at ULTA stores, and learn more on the NYX Cosmetics web site.