NYX Professional Makeup Boutique
First NYX Professional Makeup Boutique avails more than 2,000 products to the region’s makeup lovers
L’Oréal Middle East, in partnership with M.H. Alshaya Co., opened the first NYX Professional Makeup boutique to the Middle East, in the presence of Arab celebrity Maya Diab and the brand’s fan community. The boutique store, located in Abu Dhabi’s Al Wahda Mall, is set to offer the region’s makeup lovers around 2,000 affordable professional makeup products, in a vast range of colors and shades.
The store celebrates the bold experimental fashion and digital-first approach that is a hallmark of the NYX Professional Makeup brand. The space combines digital technology with an educative environment for makeup fans through interactive stations for tutorials, lookbooks and, inspiration from their favorite stars.
The new boutique reflects the community spirit of the NYX Professional Makeup story. The makeup brand started in 1999, and quickly became an underground phenomenon favored by makeup artists, professionals, and people wanting an innovative palette to experiment with. NYX Professional Makeup’s reputation grew through word of mouth till it exploded onto the international scene. Today, the brand is available at thousands of retailers in over 70 countries. From carefully blended tones to deliciously bright contrasts, the NYX Professional Makeup offers a palette of classic, seasonal, and on-trend cosmetics.
The launch festivities for the Al Wahda Mall store were punctuated by a line-up of surprises, activities and meet and greets with top Arab celebrities, fashion influencers and makeup artists from around the region.