Recently, global cosmetics brands have discovered that Israel also has an enthusiastic makeup audience – and this time it’s NYX Professional Makeup bringing its international pop-up concept to the country. Starting this week, 4 experiential spaces will open nationwide, just like those the brand operates around the world.
The spaces will be set up in leading shopping centers: Azrieli Mall Tel Aviv (February 8–10), Ofer Kiryat Mall (February 12–13), Ofer Hakanyon Hagadol Petah Tikva (February 15–17), and Mamilla Jerusalem (February 19–20). Opening hours: 12:00–20:00, and on Fridays 10:00–14:00.
The experience awaiting visitors includes a professional makeup artist on site, a musical atmosphere with a live DJ, and hands-on trials of the brand’s latest launches. On the opening day of each space, the brand’s official influencer squad is expected to arrive, including Shahar Tavuch, Bel Agam, Noa Teka, Ester Awka, and Sagiv Liran. Throughout the days of operation, additional influencers, makeup artists, and content creators from the beauty and lifestyle worlds are also expected to attend.
The first 50 visitors each day will receive a gift from the brand. Open to the general public.