NYX Professional Makeup, a drugstore beauty brand known for its funky colors, is opening its first retail store at Mall of America. The store is scheduled to open on April 15 (first floor, east side) with a weekend of festivities: giveaways for the first 250 customers April 15-17 and gifts with purchase. NYX (pronounced Niks), has devoted fan base—more than 1 million Facebook followers alone—and is expecting a crowd for its store opening: a Facebook invite tells fans that lines may begin to form an hour prior to opening.
NYX was started in 1999 as makeup available only to professionals. As word—and the YouTube video tutorials—grew, the brand expanded to Target, CVS, Ulta, and even Urban Outfitters. L'Oreal bought it in 2014. Into the Gloss recently published an interesting story on the evolution of NYX.
For a brand looking to grow its name recognition and connect directly with customers, MOA has proven to be a good choice. Beauty sells at the mall—Kiehl's, Bare Minerals, MAC, Lush, Sephora, Sabon, Aveda are just some of the brands with their own stores at MOA (find Best Beauty picks at the mall in my Ali Shops Mall of America guide) . The mall is home to the only Intelligence Nutrients store, and Sigma Beauty, another beauty brand with a huge online following, has its one and only store at MOA. Store events with Sigma beauty bloggers routinely draw hundreds, if not thousands of eager young customers.