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L'Oreal buys NYX Cosmetics

Staff writer ▼ | June 19, 2014
L'Oreal signed a definitive agreement to acquire NYX Cosmetics. Headquartered in Los Angeles, NYX was created in 1999 by Toni Ko who had a vision for creating a line of high quality, on-trend professional color cosmetics at attractive prices.
NYX Cosmetics
NYX CosmeticsL'Oreal signed a definitive agreement to acquire NYX Cosmetics. Headquartered in Los Angeles, NYX was created in 1999 by Toni Ko who had a vision for creating a line of high quality, on-trend professional color cosmetics at attractive prices.


Rooted in professional makeup artistry and driven by an impactful social media and grassroots marketing strategy, NYX has become one of the fastest growing color cosmetics brands in the United States, reaching an expanding segment of socially connected consumers.

In 2013, NYX reported net sales of $72 million, a growth of 46% vs 2012. Sales continued to record strong growth this year, amounting to $93 millio for the last 12 months ended May 31, up 57% over the comparable year-over-year period.

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.


 

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