NYX Professional Makeup launched its first flagship store in Manhattan in the heart of Union Square. The cosmetic company's 20th domestic store is perfectly positioned for both New Yorkers and tourists to shop the complete line of affordable, professional makeup. NYX Professional Makeup stores combine digital technology with a hands-on educational environment that provides consumers with a completely new makeup experience. "It is very important to us that our digitally-enhanced stores marry the online beauty community with the everyday retail world," said Nathalie Kristo, general manager, marketing and global business development. "The NYX Professional Makeup store is a place where we celebrate our online community while encouraging every day customers to come play, experiment, and have fun with makeup."