The Middle East Gets Its First NYX Professional Makeup Boutique

29 Aug 2017

Celebrating the NYX Professional Makeup culture of experimentation, fun and bold pigments in the heart of the UAE

L’Oréal Middle East, in partnership with M.H. Alshaya Co., opened the first NYX Professional Makeup boutique to the Middle East, just in time for the Eid holidays. 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 colours 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, look books and, inspiration from their favourite stars.

“A unique professional range continuously infused with bold trendy collections and a brave digital community are hallmarks of NYX Professional Makeup. Our accessible price meets the appetite of makeup lovers who aren’t satisfied with conventional ideas. Our millennial audience is made of digitally-forward makeup enthusiasts who are always looking for new inspiration online. They want to express themselves and constantly try out new looks. We’re giving them the tools to experiment, and are creating a space where they can learn, engage and have fun,” said Thierry Houssin, Managing Director of L’Oreal Middle East.

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 favoured 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 NYX Professional Makeup community is often self-taught and inspired by stars and other professionals. We’ve created a location where this inspiration can continue. The NYX Professional Makeup store encourages everyday artistry and experimentation by putting techniques and tools directly into the hands of shoppers, and supporting them with new digital technology features,” adds Houssin.

“We’re extremely excited about the opening of the first NYX boutique store in the Middle East. We’re committed to offering our shoppers across the region the widest choice of shopping and dining options, and we know the NYX brand is going to be hugely popular with our beauty-savvy customers,” said Daniel Ritchie, Vice President of Premium Cosmetics at M.H. Alshaya Co.

The launch festivities for the Al Wahda Mall store will be 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.