Breaking News

L'Oréal To Buy NYX

June 18, 2014

A purchase price was not disclosed.

L'Oréal agreed to acquire NYX Cosmetics for an undisclosed price. NYX will continue to operate from its Los Angeles headquarters under the brand’s current leadership team, Paris-based L’Oreal said today in a statement.

Founded in 1999, NYX sells $6 blush and $10 eyeliner in more than 70 countries. The company says it’s one of the fastest-growing cosmetics companies in the US, as sales in the 12 months through May rose 57% to $93 million.

“NYX has seen tremendous growth in the last decade and I have complete confidence that L’Oreal will remain true to its brand identity and mission,” Toni Ko, NYX’s founder and chairwoman, said in the statement.

NYX offers a broad catalogue of products that includes everyday basics, on-trend shades, special occasion makeup and cult favorites like the one of a kind The Curve eyeliner and Butter lip gloss line. The brand is currently distributed through professional beauty stores, specialty cosmetics stores, other retailers, ecommerce and some NYX branded stores. 

 
“NYX is a dynamic company that has done a tremendous job of harnessing the power of social media, digital marketing and multi-channel distribution” said Frédéric Rozé, President and CEO of L’Oréal USA. “Both L’Oréal and NYX share a passion for innovation and a confidence in the strength and vitality of the color cosmetics market.”
 

Related End-User Markets:

  • Cos Bar: Turning 40 and Hitting Fast Forward

    Cos Bar: Turning 40 and Hitting Fast Forward

    Christine Esposito, Associate Editor||November 21, 2016
    With a recent investor infusion, a new CEO and rebranding effort underway, this luxury beauty retailer has big plans.

  • Organic Matter

    Organic Matter

    Christine Esposito, Associate Editor||November 14, 2016
    FTC and USDA hold a public roundtable to discuss consumers’ perception of organic claims.

  • Let the Magic Begin!

    Let the Magic Begin!

    Tom Branna, Editorial Director||October 10, 2016
    IFSCC Congress gets underway at Walt Disney World this month.

  • Change Is in the Air

    Change Is in the Air

    Doreen Wang, BrandZ ||October 3, 2016
    Technology is changing the personal care market

  • Back to School

    Back to School

    Tom Branna, Editorial Director||September 1, 2016
    It may be September, but class was in session this summer during the Private Label Manufacturers Association’s Executive Educ

  • Special Effects

    Special Effects

    Melissa Meisel, Associate Editor||August 1, 2016
    Fall 2016 color cosmetics reflect light and offer a focus on elements like pigment, slip and wear.