Photo Credit: Loreal.com
When I first started writing about the cosmetic industry, the number of brands owned by the L’Oréal group fascinated me. The Paris-based beauty giant not only markets L’Oréal cosmetics and hair care, but it also owns Lancôme, Maybelline, Kiehl’s, Clarisonic, SkinCeuticals, and the Ralph Lauren, Yves Saint Laurent, and Giorgio Armani beauty brands, among a host of nearly two dozen other familiar ranges. We can now add NYX Cosmetics to that mix, which was acquired this week by L’Oréal for a reported cool $500 million. That ain’t loose change!
Headquartered in Los Angeles, NYX was created in 1999 by entrepreneur Toni Ko, who had a vision for developing a line of high quality, on-trend professional color cosmetics at attractive prices. Today NYX is carried nationwide at Ulta, select CVS and Target stores, Bed, Bath & Beyond, as well as a few freestanding NYX stores. It’s also sold in more than 70 countries.
You might also know NYX from social media, it’s very active on Instagram, Twitter, and YouTube, and posts a lot. “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.
The most MAC-like makeup line sold at drugstores, NYX products are on the edgy, trendy side and have several cult favorites, including The Curve ($15), an ergonomically designed eyeliner, and Butter Lipstick ($6.00), full cover, hydrating lip color. Most NYX products sell between $6 and $10. Personally, I love the Natural Shadow Palette ($7.50), which includes 6 eye shadows that I use almost every day.
So how will the acquisition affect current NYX fans? I’d expect to see it in more stores in the next year or two, with an enhanced product selection, maybe some skin care, and the same great on-trend color options and creative (Honey Dew Me Up Primer cracks me up) launches.