For a cosmetics brand named after the Greek goddess of the night, the launch party to celebrate NYX’s first Canadian stand-alone store did not disappoint.
Candy-coloured sweet and savoury bites created by the all-female pop-up burger crew Burger Pawty were matched by the pastel-haired guests, which included star vloggers Beautycakez, LaurDIY and the confusingly-named c0ok1emonster, while a sampling of the L.A.-based beauty brand’s products from primers to blushes, lipsticks and eyeshadows added to the rainbow.
Toronto’s East Room, a super-modern work space tucked away in the city’s, you guessed it, east end, was the place to be on Saturday, September 26 for makeup mavens, with tunes from Beyonce to Missy pouring out of the speakers as wine and a special vodka cocktail was being poured at the bar. Though a favourite among YouTube’s beauty gurus who have been raving about the brand’s affordable-and-amazing product for years, NYX is still somewhat unknown to the general makeup-buying population.
Perhaps because of its relative exclusivity that sees it sold at smaller chains like Rexall, Lawton Drugs and London Drugs as opposed to behemoths like Shoppers Drug Mart or Walmart, NYX has come by its insider status honestly.
With a bigger footprint in Canada, the brand is seemingly gearing up to compete with the best-known drugstore brands that deliver the goods for a very reasonable price. (For example: its BB Cream, which is oil-free, goes on like a dream when applied with fingers or a Beauty Blender and provides enough lightweight coverage to be worn alone, comes in at $14.99 whereas Garnier’s BB Cream—my go-to for the past year or so—will set you back about $20.)
Come October, Queen Street West will be the site of NYX’s first flagship retail store in Canada, giving the brand started in 1999 by entrepreneur Toni Ko and sold to L’Oreal in 2014, a much bigger presence in a city known for its babely citizens.
In other words, NYX is in The Six.
[Photo via Lotus Leaf Facebook/by Photagonist.ca]