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L'Oréal To Buy NYX

Published June 18, 2014
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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.”

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