L’Oreal’s beauty portfolio is about to get bigger as they are about to acquire and buy out NYX Cosmetics. It is undisclosed how much L’Oreal paid for NYX but none the less NYX Cosmetics will shortly be apart of the L’Oreal family.
RRTnews reports, “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,” said Frédéric Rozé, President and CEO of L’Oréal USA.
The brand will continue with their current leadership team and remain a California based brand!
I doubt much will change for NYX when this deal is finalized. I’m not an expert on cruelty free beauty but NYX is currently cruelty free and I imagine it will remain so after the acquisition.
What are your thoughts on L’Oreal buying out NYX Cosmetics?