NYX Professional Makeup opens its newest retail location in Century City, marking its 33rd store in the U.S. and fifth store in the greater Los Angeles area. NYX​ opened its first brick-and-mortar store in 2015 and continues to unveil stores in some of the country’s busiest shopping malls, such as Tysons Corner Center and The Galleria in Houston. NYX Professional Makeup stores combine digital technology with a hands-on educational environment that provides consumers with a completely new makeup experience. In keeping with its heritage as a truly digital brand, NYX Professional Makeup stores feature a series of innovative technologies, such as the exclusive in-store Beauty Bar, an interactive makeup station featuring custom video tutorials; a trend-based digital Lip Bar, Shadow Bar, Brush Bar, Lash Bar; and an exclusive Service Bar where fans can book 30 minute mini-tutorials. NYX​ is also scoring big in the trend to customization. Shoppers in stores can put together customized eye shadow palettes as well as engrave their name on a makeup brush.