As brands look to expand their sales via online and brick and mortar outlets, Walgreens has announced the addition of NYX Professional Makeup products to its cosmetics selection. The retailer says this is its latest enhancement as part of Walgreens’ beauty differentiation program, a multi-year, multi-phase initiative to provide an elevated beauty experience to Walgreens customers.
 
NYX Professional Makeup products will be available in nearly 2,000 Walgreens stores across the U.S. and Puerto Rico by this fall, and are currently available on Walgreens.com.
 
“We are pleased to offer NYX Professional Makeup products to our beauty customers as we continue our journey to become America’s most loved beauty destination,” said Lauren Brindley, group vice president and general merchandise manager, Walgreens. “NYX Professional Makeup products are known for exceptional quality at affordable prices, and new products and experiences are key to our ongoing transformation in this area.”
 
 In addition to carrying a selection of NYX Professional Makeup products, select Walgreens stores will also offer testers for NYX Professional Makeup, L’Oreal and Maybelline branded products by the end of the year.
 
The Walgreens beauty differentiation initiative began to roll out in 2016, and has since included the addition of brands such as No7 and Soap & Glory on Walgreens.com and in 1,800 Walgreens stores, and most recently Walgreens has added Botanics, an all-natural line of products, to its website and to select stores as part of the program. A new beauty consultant role has also been introduced at select stores as part of the beauty differentiation initiative, providing customers with expert advice on clinical skin care and cosmetics.