L'Oréal buys NYX Cosmetics | RetailDetail

L'Oréal buys NYX Cosmetics

L'Oréal buys NYX Cosmetics

French cosmetics company L'Oréal has acquired American NYX Cosmectics, one of the world's fastest growing brands for make-up artists. It will become the 29th big brand in the French arsenal.

57 % growth in past 12 months

NYX Cosmetics, operating out of Los Angeles, was founded in 1999 by Toni Ko and has well-known products like eyeliner The Curve and 'Butter lip gloss'. It is unclear how much L'Oréal paid for the purchase.


The American company has been one of the fastest growing competitors in the "professional but affordable make-up" branch, with a 2013 turnover of 72 million dollars (over 53 million euro), a 43 % increase compared to 2012. Over the past 12 months (until the end of May), NYX Cosmetics managed a 93 million dollar turnover, a 57 % increase.


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


Portfolio filled with big brands

NYX Cosmetics will become part of L'Oréal's Consumer Products Division, alongside brands like Maybelline NY, Kiehl's, Essie, Urban Decay and Clarisonic.


L'Oréal, founded 105 years ago in Paris, has become one of the world's largest beauty concerns and with a portfolio containing another 28 brands, it managed a 2013 turnover of 23 billion euro. It has 77,500 employees worldwide and is present in every aspect of retail: with own boutiques, convenience stores, pharmacies, supermarkets, department stores and even the travel branch.

Questions or comments? Please feel free to contact the editors

Europe wants global ban on animal testing for cosmetics


Several Members of the European Parliament say the current European ban on animal testing for cosmetic purposes needs to be extended to a global one.

Unilever warns online media: we can no longer advertize like this


Unilever has threatened to pull its advertising budget from online media channels that lack transparency and create discord according to marketing director Keith Weed’s statements at the IAB advertisers’ congress.

Luxury brands spur on L’Oréal's profit


Despite weak turnover growth in 2017, cosmetics company L’Oréal still generated a much-improved net profit thanks to excellent luxury sales, where its margins are bigger.

Trekpleister director will become Kruidvat Belgium and France CEO


A.S. Watson, the holding that owns Kruidvat, ICI PARIS XL and Trekpleister, appointed Roland van den Berg as Trekpleister’s general manager. He will succeed Bert Verhoef, who will move to Kruidvat Belgium and France.

Ecover will update its entire product range


Belgian ecological laundry and cleaning detergent manufacturer, Ecover, will alter its entire product range’s packaging. Laundry detergent will alter first and the entire operation should be finalized within two years.

Unilever will cut jobs at Belgian retail sales team


Unilever Belgium will restructure its team of store representatives and cut eleven jobs. The company confirmed that to RetailDetail.

Back to top