It has been under scrupulation for weeks, now L’Oréal has confirmed it’s purchase of NYX Professional Makeup. The beauty firm signed a definitive agreement to acquire NYX on Tuesday, joining brands such as L'Oréal Paris, Maybelline New York, Garnier and essie. NYX arrived on Australian shores late last year and is stocked by Target.
NYX is a dynamic company that has done a tremendous job of harnessing the power of social media, digital marketing and multi-channel distribution,” says president and chief executive officer of L’Oréal USA Frédéric Rozé. Both L’Oréal and NYX share a passion for innovation and a confidence in the strength and vitality of the colour cosmetics market.”
NYX has seen tremendous growth in the last decade and I have complete confidence that L’Oréal will remain true to its brand identity and mission, which is to provide high quality, innovative professional cosmetics for women around the world,” stated Ko, chairman and founder of NYX.