NYX Cosmetics Toronto
NYX Cosmetics is a beauty store offering high-end makeup at drugstore prices. Replacing the MAC store on Queen West, the city's inaugural outpost of the LA-based makeup brand brings with it gaggles of beauty gurus and vloggers constantly uttering "OMG!" NYX has officially opened in Toronto, and customers are like, freaking out.
Underneath pro studio lights and flashy signage, the store is bursting at the seams with glitter and gloss. Makeup artists with fussy eye shadow and picture-perfect lipstick guide rush hour traffic like bouncers at a club. A photographer snaps pictures of the grand opening crowd; frantic and wide-eyed. It's a parallel universe of glitter in here.
Awestruck in sparkle-covered madness, I gesture for help to a nearby staff member with bright purple locks and animated eyes. Her name is Bailey Van Der Veen , and she's a YouTube vlogger, makeup artist and hairstylist with over 69,000 subscribers.
She's just one of the handful of professionals helping customers find products with iPads. Promptly, she guides me to the MUST-HAVE beauty products: the fan favourites, they call them.
"People have been going nuts over these. Anybody can buy a product and be a makeup artist at home," Van Der Veen assures. In a matter of seconds, she's telling me insider tricks about the holy grail of NYX Cosmetics : the Wonder Stick. It's a universal contour stick that works on every skin tone. I tremble in awe, taking a blurry picture to tweet later.
Every in-store beauty product is shadowed by an army of hues, mattes, glosses and shines. A beauty bar invites customers to try makeup with stand-by makeup artists. A live Instagram feed projects customer selfies with the #NYXInTheSix hashtag . There's even a full studio downstairs available to rent for makeup tutorials, parties and photo shoots.
"People go crazy for it because it's the first time NYX is accessible in Canada. Our products were available at Rexall before, but there wasn't a huge selection," Van Der Veen explains.
She walks me through a centre showcase of matte finish setting sprays ($10), Pore Filler Minimizers ($16), Super Skinny Eye Markers ($12), and Jumbo Eye Pencils ($6). I suddenly want to buy, like everything. And I'm converted.
God bless NYX Cosmetics.
Photos by Hector Vasquez.