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L’Oreal Announces Hip New Acquisition

French beauty behemoth to buy U.S. firm NYX Cosmetics

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By: Jamie Matusow

Editor-in-Chief

Ending days of speculation, L’Oreal has announced that it has signed an agreement to acquire Los Angeles-based NYX Cosmetics. It’s the latest acquisition by the large company to add niche U.S. players to its portfolio. In 2012, L’Oreal purchased the Urban Decay beauty brand.

NYX is characterized by high quality, on-trend professional color cosmetics at attractive price points. NYX has achieved its prominence through social media becoming one of the top beauty brands on Instagram and You Tube.

NYX is one of the fastest growing color cosmetics brands in the United States with projected 2014 revenues expected to surpass $100 million.

The price of the transaction has not been disclosed.

Last year the brand was honored with HBA’s prestigious IPDA packaging award in the Mass Cosmetics category for its bestselling eyeliner called The Curve (pictured here).

Read the online exclusive story on Cristina Bartolucci, chief creative director NYX Cosmetics.

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