NYX Cosmetics is bringing the online beauty world to the retail world

Inside the NYX store at Willowbrook MallDave Kotinsky/Getty Images

Inside the NYX store at Willowbrook Mall

NYX Cosmetics, the cult favorite and universally loved (and affordable!) makeup brand, has been changing the way we shop brick and mortar, since they launched their first batch of flagship retail stores in 2015, all designed with unique digital features, that bring the online beauty world into a retail environment. Lucky for us, one of those inaugural stores is right here in New Jersey at Willowbrook Mall in Wayne.

The interior of this 5-month-old location is in typical cosmetic store fashion; chic, bright, and black, and the shelves are abundantly stocked with every product in their arsenal, and in every color imaginable. But where NYX differs from their competitors, is with their use of cutting edge technology, which other cosmetic brands have yet to tap into.

NYX Professional Makeup Store Willowbrook Grand Opening VIP PartyDave Kotinsky/Getty Images

The Wayne store features the NYX Beauty Bar, where customers can take a seat, and choose from a number of different of-the-moment tutorials like strobing and ombre lips. Then they are able to re-create those looks using the iPads in front of them, that feature their favorite beauty influencers and vloggers taking them through the look step-by-step. They do have traditional beauty advisors on hand to help, but they prefer customers become comfortable creating the looks on their own, by using the DIY process. Another great feature is a station that lets you scan a product, which then tells you the shade on a variety of skin tones. This is possible because of user-generated content that’s been uploaded.

New Jersey’s first (and only) NYX location also some great non-digital features, like the very first NYX Shadow Bar, that allows you to create your own custom palettes in store. And there’s also the oh-so-popular NYX Lip Bar, which features their most beloved lip colors in a variety of formula options from soft matte to butter gloss.

NYX Professional Makeup Store Willowbrook Grand Opening VIP PartyDave Kotinsky/Getty Images
NYX Professional Makeup Store Willowbrook Grand Opening VIP PartyDave Kotinsky/Getty Images

As of right now, there are no plans to open a second NJ location. But if the packed crowds in Wayne, lining up to take advantage of these unique technologies is any indication, I’m sure the future will be looking bright for another Garden State spot soon.