Monday 30 July 2018

First Impressions: Checking Out the New NYX Store at Birmingham Bullring


Last month something quite exciting happened. NYX Cosmetics opened its doors to one of the first standalone makeup stores in the UK at the Bullring here in Birmingham. I had the opportunity to check it out before the big opening to the public and it wouldn't be the same without sharing my experience with you...


NYX is a brand I have always been quite excited about but haven't actually used many products of, despite them having a lovely makeup area in my local Boots store. So let me give you a little bit of background information on NYX. NYX is a drugstore cosmetics brand founded by Toni Ko in 1999 with the mission "to create a really good product that was really affordable", trying to close the gap between prestigious brands in department stores and mass produced items sold in drugstores. Now I have no idea why, but I always thought that NYX stood for something to do with New York and was more like an acronym for something, but the brand is actually named after Nyx, the Greek goddess of the night.


The first product NYX launched was an eyeliner that is now available in 32 different shades! The fact that NYX products come in so many shades is definitely visible as soon as you enter the the new store. I mean, look at those gorgeous walls of eyeliners and lipsticks! Makeup heaven right?!


Another great thing about this store is how spacious it feels with its very clever layout. You can easily look around, even if the store is filled with people because of the wide aisles. The walls are literally covered with products, but they're all really usefully sorted into so-called bars - I love that idea!



One of my favourite areas is the brush bar. I had no idea NYX did makeup brushes and these feel absolutely gorgeous! They are also totally affordable so especially great if you're new to using brushes and want to get a little starter kit going.

Walking around this lovely new store, one obviously can't go without spotting new products and I definitely couldn't resist a little bit of shopping too! So I've got myself a new palette (because I really need another palette!) and a liquid lipstick.


The palette I got is the new Ultimate Multi Finish Shadow Palette in Sugar High. This super versatile palette has 12 reasonable size eyeshadow pans with colours ranging from nude beige to warm coral and cool purple. The palette contains 4 matte shades, 4 shimmer shades and 4 glitter shades so I think it has something for every occasion! I had a quick swatch in the shop and the colours seem very pigmented. I can't wait to create some looks for you and share my thoughts in a proper review post soon.


I also got a matching lippie to go with the palette, which is from the new Powder Puff Lippie collection. I've gone for the mauve shade Squad Goals. When I tried this on my hand on the night, the texture just felt so lovely that I couldn't resist! Another handy thing is that this lipstick can also easily be used as a cream blush so that's a bonus.

A couple of other things caught my eye and are currently on my wish list.


This little beauty is the Away We Glow Liquid Booster - a liquid highlighter with tonnes of glow! The thing I love about this particular one is the pigmentation. You really only need a tiny drop. You can either add some intense glow by using the drops in certain areas as a liquid highlighter, or if you prefer a dewy glow all over, either apply underneath your foundation or mix it in.


The final item I just had to add to my wish list is the Lid Lingerie Eye Tint range. These liquid eye shimmers are absolutely beautiful. Heaps of pigmentation and such a lovely creamy texture. They are super blendable so you can use them in so many different eye looks. The shade range is absolutely stunning and perfect for Autumn.  I will definitely be purchasing these in the future!

My first impression of the NYX Cosmetics standalone store has been great. I really think this store is a great addition to the Bullring and I love the fact that the makeup they offer is at a good midrange price, very affordable and great quality. Over the next few months I will be trying some of their products to be able to give you a more in-depth review on the quality of their products, so keep your eye peeled for that one. First impressions are definitely good!

If you are in Birmingham and visiting the Bullring, definitely go pay this store a visit. I promise you, you will not be disappointed!


A massive thank you to the NYX team for having me and these lovely goodies to try out.

To all of my lovely readers: thanks for reading!

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