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Insta-famous beauty brand Winky Lux opens its first permanent store in NYC

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From their luscious lip balms to their tinted moisturizers, Winky Lux has been a huge influence for many beauty enthusiasts. And with hundreds of thousands of followers on Instagram, it’s clear that they’ve garnered avid fans everywhere.

Thankfully, for those in NYC, the brand has just opened its first permanent store. Yes, you can now see and experience these amazing products IRL!

Located in the city's Lower East Side, the interactive store includes three selfie-worthy rooms that bring Winky Lux’s best-selling products to life. One room is filled with silver bubbles on its walls to represent the brand’s face gel. Another room highlights the popular confetti lip balm and the third room is decorated with pink and green on its walls in honor of the white tea tinted moisturizer.

Not only are these products designed beautifully, but they also have numerous positive reviews and are all cruelty-free. Founded by Natalie Mackey and Nate Newman in 2015, the brand explains, “Our goal is to redesign the beauty industry into something more delightful. For us that means more transparent supply chains, closer customer relationships and ethically sourced ingredients that still provide real results!”

One Winky Lux shopper couldn't help but rave about their face gel and wrote, “This gel is lightweight, absorbs quickly, has a light pleasant smell. I like how comfortable it feels on my skin. This moisturizer can be applied both morning and evening. I also use it as a makeup base. I love how supply and hydrated my skin feels after applying this gel. This one is definitely a keeper and a great addition to my daily routine.”

In case you want to get your own glow-up on before you visit the store, you can shop all of the products that inspired the rooms below and see what the inside of Winky Lux's new shop looks like in the video above!

Plus, don't forget to use code “winkyjoy” to save 15 percent on your purchase on

Shop: Dream Gelée Moisturizing Face Gel, $30

Shop: Confetti PH Lip Balm, $16

Shop: White Tea Tinted Moisturizer SPF 30, $28