Coming to Union Square October 28 is NYX Professional Makeup’s first Manhattan store. To generate excitement and buzz, the store is rewarding the first 300 consumers with a free limited-edition NYX Makeup Bag with a chance to win a $100 shopping spree. The store is slated to open at 9 a.m.

The 2,800-square-foot space is on the ground floor of 41 Union Square West, at the corner of East 17th Street. The unit marks the cosmetics brand’s 20th domestic store.

In keeping with its heritage as a truly digital brand, NYX Professional Makeup stores feature an interactive makeup station with custom video tutorials, a trend-based Lip Bar and Shadow Bar.

Exclusive to the Union Square flagship store will be several new features, including The Colorcast wall, which showcases colors of the NYX Professional Makeup community from across the world. A consumer’s personal color preferences can be scanned here, ultimately providing her with makeup artistry that features those shades. Shoppers will also be able to filter community content based on hair color, eye color or iconic NYX Professional Makeup products.

On hand will be three new digital makeup education experiences where consumers can learn how to best use makeup brushes, find the best false lashes and learn makeup tips.

NYX President, Scott Friedman, said of the store opening, “After a year of successful openings across the country, we are thrilled to open our first flagship store in New York City, right in the heart of Manhattan. New York is the ultimate beauty mecca with a very discerning customer, which means the store has to feel special and unique. Through exclusive, interactive areas within our largest footprint yet, customers will be treated to a customized beauty shopping experience unlike any other.”