It’s no secret that drugstore makeup has seriously upped its game in the past few years, but NYX Professional Makeup has always been an editor favorite when it comes to high-quality cosmetics at surprisingly affordable prices. The only problem was finding the line on the fly, as it has only been available at select retailers (and of course, online) for years. However, the cult-classic brand is about to be a lot more accessible: Walgreens recently announced the addition of 663 of the brand’s products in nearly 2,000 of its stores across the U.S./Puerto Rico and online at Walgreens.com (select items are currently shoppable here, but there will be a total of 640 soon). The roll out began this month and will be complete by fall 2017.
Lucky for us, that’s not all that was revealed. There are many more changes and upgrades coming to your local Walgreens’ beauty section. “The addition of NYX products to our cosmetics selection is part of the multiyear, multiphase beauty differentiation program we launched last year to provide an elevated beauty experience to Walgreens customers,” Allison Mack, senior specialist of media relations, tells NewBeauty. Cosmetic fixtures will also be revamped in-store to better accommodate the needs of beauty-loving customers.
The company’s press release also shared that in addition to carrying a selection of NYX products, select Walgreens stores will also offer testers for NYX, L’Oréal and Maybelline New York products by the end of this year. Plus, a new beauty consultant role has been introduced at select stores as part of the differentiation initiative, providing customers with expert advice on clinical skin care and cosmetics. According to the brand, Walgreens is on a journey to becoming “America’s most loved beauty destination” and with these initiatives beginning to roll out, they are officially well on their way.
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