L’Oréal launches makeup artistry brand NYX in India

by Shrutee K/DNS

Mumbai, 11 July 2016: L’Oréal launches make up artistry brand NYX Professional Makeup in India. Founded in Los Angeles in 1999, NYX Professional Makeup is now one of the most influential brands in digital beauty, and is closely monitored by popular vloggers and Instagrammers, as well as their millions of fans. With growth of +78% in 2015, NYX Professional Makeup is one of the fastest growing color cosmetics brands in the world, reaching an expanding segment of socially connected consumers. Its ambition is to be the most comprehensive professional make-up brand in the mass-market channel.
Defined by exceptional quality products with rich pigments and affordable pricing, NYX offers a broad catalogue of over 500 products that include everyday basics, on-trend shades, special occasion makeup and cult favorites like the one of a kind - The Curve eyeliner and Butter lip gloss line. The wide range of innovative and unique products offered by NYX cosmetics have earned it a place in top makeup artists and celebrities’ make up kits globally.
Jean-Christophe Letellier, MD, L’Oréal India said, “L’Oréal is excited to introduce NYX in India where the make-up category has grown exponentially over the last few years. The powerful upsurge in digital communications, selfies and social networks is prompting everyone to be visible and to show themselves in their best light. Indian women are more than ready to explore artistry makeup range to create confident and creative looks.” NYX will become part of the Consumer Products Division of L’Oréal and this launch will further enhance L’Oréal’s roster of make up brands in India which include L’Oréal Paris, Maybelline NY and Lancôme.

Being the pioneers in the cosmetic industry to focus marketing efforts in the digital space, NYX will be the 1st make up brand in India to be launched online. NYX will be available exclusively through Nykaa.com (http://www.nykaa.com/nyx-brandstore) all of July. Starting early August, NYX will be available across specialty cosmetic stores, stand-alone boutiques, professional beauty stores and other online and brick & mortar retailers. Products will be priced between INR 425-2500.

NYX encourages all makeup enthusiasts, to enliven their passion for makeup artistry and enables them to become a makeup artist for themselves. The NYX Professional Makeup stores will be a playground for beauty junkies who love to have fun with makeup. NYX has become a favourite global brand across the world and is all set to make its grand entry in India

About L’Oréal India
L’Oréal India has been present in the country as a wholly owned subsidiary of L’Oréal S.A. since 1994. Today L’Oréal India is present in all distribution channels with 16 brands, available in mass market channels (L’Oréal Paris, Garnier, Maybelline New-York, NYX); in hair and beauty salons (L’Oréal Professionnel, Matrix, Kérastase, Cheryl’s Cosmeceuticals); in selective distribution (Lancôme, Kiehl’s, Yves Saint Laurent, Giorgio Armani, Ralph Lauren, Diesel) and in pharmacies (Vichy, La Roche-Posay).
L’Oréal India employs over 1,600 people across four regional offices, including at its two manufacturing facilities in Chakan (Pune) and in Baddi (Himachal Pradesh), its Research and Innovation facilities, and at the headquarters in Mumbai. www.loreal.co.in

About NYX Professional Makeup: NYX Professional Makeup, named after the Greek goddess who ruled the night and symbolized beauty and power, is known for high-quality, professional makeup at accessible prices. A leader in the global color cosmetics industry, NYX Professional Makeup is defined by exceptional quality products with rich pigments and high payoff. Featuring a range of classic, seasonal, and on-trend cosmetics, NYX Professional Makeup is a must-have among beauty lovers and professional makeup artists. While headquartered in the heart of Los Angeles, NYX Professional Makeup is a global brand available in over 70 countries at thousands of retailers consisting of specialty beauty and fashion stores, freestanding shops, and beauty supply stores, as well as on www.nyxcosmetics.com.


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