L'Oréal is opening the first NYX Cosmetics store outside North America in Madrid. The beauty brand, acquired by L'Oréal in 2014, will be sold in retail stores as well as online.

NYX offers high-quality, professional makeup at accessible prices for a young audience, targeting the vast millenial consumer market, which accounts for 29% of the beauty products’ revenue.

The label will arrive in Spain with prices starting at $3, and a range four times larger than other beauty brands.

NYX was created in 1999 by entrepreneur Toni Ko, who had a vision rooted in makeup artistry and on-trend professional color cosmetics. In May NYX reported revenue of $99 million, up 57% from the prior year’s period.

In Spain, the makeup market grew 6% in 2014 and generates $882 million in revenue a year, said L'Oréal.