What happened to NYX Cosmetics?
L’Oreal acquired NYX 5 years ago. The brand continued to operate with the previous leadership team but they started phasing some old products out and coming out with more “in” products. So it looks like they are trying to be more aggressive marketing. Maybe a new leadership team? NYX DARIEN (/nɪks/) is an American cosmetics company that is a subsidiary of L’Oréal.L’Oréal owns 36 brands and continues to acquire some of the world’s leading beauty brands. Maybelline New York, Garnier, NYX Professional Makeup, CeraVe, and Redken are some of L’Oréal’s top acquisitions.
Did NYX close their stores?
We hope in some way to keep you inspired as we navigate this current landscape together. IT’S WITH HEAVY HEARTS WE SHARE THAT ALL U. S. NYX PROFESSIONAL MAKEUP STORES ARE NOW CLOSED. Our amazing team of NYX Professional Artists have enjoyed creating a community with you over the years. NYX Makeup | Make Up | Superdrug.
Why is NYX so popular?
Headquartered in Los Angeles, NYX Professional Makeup was created in 1999 to plug a gap in the market for high-quality beauty products at affordable prices. A perfect example of a ‘digital-first’ brand targeting the social media generation, NYX has become one of the fastest growing colour cosmetics brands in the US. Most well-known cosmetics & make-up brands in the United States 2025. L’Oréal is the most well-known cosmetics and make-up brand in the U. S. Revlon, COVERGIRL, and Avon. Other well-known cosmetics and make-up brands in the United States include Maybelline New York, Estée Lauder, and e.nyx cosmetics is a popular brand in the makeup category, and thingesting users rate it 4. Other alternative brands include e. tower 28 beauty, and merit.L’Oréal owns 36 brands and continues to acquire some of the world’s leading beauty brands. Maybelline New York, Garnier, NYX Professional Makeup, CeraVe, and Redken are some of L’Oréal’s top acquisitions.