American beauty brand NYX Professional Makeup has opened its first standalone store at the Bullring in Birmingham. The 160 sq m unit is located on the Upper Level West, adjacent to the newly upsized Goldsmiths store.
Commenting on the launch, Iain Mitchell, commercial director at Hammerson, says: 'NYX Professional Makeup is a leading name in the cosmetics sector and a welcome addition to our strong line-up of leading international brands. The Bullring is home to several of our retailers’ top performing stores in the country, making it the obvious choice for the brand’s regional debut. With an impressive brand following, the arrival of the new store in Birmingham, which boasts the country’s largest population outside of London, is rapidly garnering attention among cosmetics fans. We have no doubt that NYX will enjoy considerable success at the Bullring.'
NYX Professional Makeup was founded in Los Angeles in 2009.