STEAM

NYX cosmetics opened their new flagship store at the Westfield shopping centre in Stratford in April. It is their first independent store opened in the UK and it is yet the biggest one in Europe. NYX made their mark for their name by opening little cosmetic sections in Boots and they are now well known in most European countries.  

 

"I've been using NYX for over a year now and I've always enjoyed their quality, so I am really excited to see what they will have in store," said Jenny Kroskova, 21, a fashion marketing student from Stratford.  

 

The store definitely differs from others, with big neon light installations around the main entrance and a selfie wall for Instagram posts. NYX shows a new and innovative, social media inspired store. NYX have been best known for social media users for a long time, so now they want to continue that relation. 

 

Every customer that enters is welcomed and directed by staff members and handed little baskets to make their shopping easier. 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Full range of NYX products and special deals will be offered for these customers. Never before seen shades of lipsticks, eyeshadows, pigmented eye creams and the variety of foundations for all types of skins will be available at the store in Westfield.

 

Not the only day to day makeup lovers are welcome there, make-up artists can enjoy a variety of cosmetic suitcases, bags and brushes for professional use. Makeup artist Olivia Hicklins from Manchester is not a stranger to different brands of cosmetics and she has definitely tried them all. She shared her opinion on NYX cosmetics.

 

"The products NYX offer are similar to ones offered by higher end brands so it's a cheaper alternative. When choosing makeup products, I look for good pigmentation, longevity and a wide range of colour options for different skin tones," said Hicklins

 

Founded in 1999 by Tony Ko, NYX made a big mark in the cosmetics industry with a large variety for those on a budget. Their cosmetics were one of the first ones to introduce ‘matte’ lip creams and double sided contour sticks, which were later used by many other famous brands.

 

NYX Cosmetics belong to L'Oréal corporation, together with Kiehl's and Body Shop. Even though L'Oréal have been linked to numerous scandals for testing their products on animals, NYX is a cruelty-free certified brand.