Color cosmetics company NYX Professional Makeup is set to open its first retail store on the East Coast in New Jersey, which marks the onslaught of its global expansion plan.

The company, which creates affordable professional make up, already has four US stores across California, with the new store, based in Willowbrook Mall, its fifth opening in the country. With its sights set of a global presence, the company also has a presence in Canada, France, Italy and Spain. The stores have a strong digital angle with an interactive experience for consumers.

Scott Friedman, NYX Cosmetics CEO, said, “We are so excited to now offer our East Coast consumers an opportunity to experience NYX through an interactive and digitally inspired environment. When consumers walk-in, they will be immersed in the colorful, creative world of NYX with a series of innovative technologies to assist in education and inspiration from the global beauty community.”

Digital experiences in the NYX flagship stores include an interactive make up station featuring video tutorials, while consumers can also uploads selfies to be featured on the Instafeed digital walls in various stores.

The company has further plans to expand in 2016, with more store openings planned in Tyson’s Corner, McLean, NV, Mall of America, Bloomington, MN, and Sherman Oaks, CA.