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NYX Cosmetics May Soon Be a L’Oreal Brand

Nyx Cosmetics

Nyx Cosmetics may soon be a L’Oreal Brand, joining other large brands including Urban Decay and the Body Shop. Apparently Nyx put themselves up for sale in March.

NYX Cosmetics May Soon Be a L’Oreal Brand

Quote from the article here
“The indie mass-market color cosmetics brand is close to finalizing a deal with beauty giant L’Oréal, said industry sources. While nothing has been signed, a potential deal could come as early as the end of the month. NYX, which generates wholesale sales north of $100 million, could fetch as high as $500 million, suggested financial observers.

Another frontrunner for the brand is said to include TPG Growth, which earlier this year purchased the value-price mass color brand E.l.f. Cosmetics from company founders and the private equity fund TSG Consumer Partners.

The sale of NYX would accelerate the mergers and acquisition market in beauty, which has been gaining steam after a lackluster 2012. Since January, L’Oréal has acquired Chinese facial masks-maker Magic Holdings International Ltd., TPG Growth bought a majority stake in E.l.f., and Japan’s Kosé Corp. acquired a 93.5 percent stake in Tarte Cosmetics from founder Maureen Kelly and Encore Consumer Capital. This month alone, TSG sold off a trio of professional hair-care brands — Sexy Hair, Alterna and Kenra — to Henkel AG, and its clinical skin-care brand Perricone MD to Lion Capital.”

There’s no reason to believe that Nyx Cosmetics wouldn’t remain cruelty free. Urban Decay and the Body Shop are both still cruelty free, even though they are owned by L’Oreal. Additionally, Urban Decay is Leaping Bunny Certified.

With all of the great products that Nyx has released recently, I can certainly understand why L’Oreal would want to acquire the brand.

Update 6/18: Looks like L’Oreal did purchase Nyx. Now to see what happens!

What do you think of the possibility of L’Oreal purchasing Nyx Cosmetics?

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  • I’m keeping my fingers crossed that they will stay cruelty free. I know that shopping from them even if they do will give big-bad-mama-company some money, but I want to show my support for cruelty free products I love.

  • Well, this explains why NYX is suddenly in my Wal-green’s. I love NYX, I’m hoping so hard they stay cruelty-free. Might fire off a few emails about this to L’oreal.

  • My main concern is the cruelty free status… I still buy UD and would still buy Nyx as long as they remain cruelty free even though I don’t like the idea of just a few big companies owning everything.

  • There are so many NYX products I want to try but they just can’t be found here. Better distribution.. I’d probably become a client!

  • I agree with you on this, Phyrra. I do not boycott daughter companies based off the actions of their parent. I will continue to buy NYX as I do UD, Tarte, etc. Where we draw the line is a personal decision we all have to make. And really, as a compassionate community, us CF consumers should be more accepting and encouraging of each others efforts. At the end of the day, aren’t we all interested in the same end goal-no animal testing. How we go about it shouldn’t be a reason to tear each other down. Sigh. End rant. (Totally not saying you are doing this, but Ive seen a lot of online arguments about this)

  • ugh this is terrible news and even if they keep their ‘cruelty free’ status I won’t be buying them anymore if they sell to l’oreal.

  • I assume NYX will stay cruelty-free. It’s part of their brand DNA and it’s an important thing for NYX’s target market of young women. I’m hoping that L’Oreal will start to ‘get the lead out’ of their lipsticks and the brands they own.

  • Fingers crossed that they will stay cruelty free … I Don’t like Loreal as a brand and company, but life is life ..

  • I am not very concerned about this seeing that Urban and The Body Shop have remained cruelty free. In a way we can see this as a positive because Loreal is noticing the success of a cruelty free brand and acknowledging that they are desirable. We will just have to keep out eyes open in the near future as to if NYX can remain that way.

  • I’m never fond of all this merging and centralisation, is like two or three big fishes own the whole ocean, it feels like Feudalism.I know it is the way it is, but I’m still not happy about it. Your never free, if you fail they eat you, if you succeed they buy you…

  • First thing I thought was oh, will it still be cruelty free? Hopiing so. I don’t mind the acquisition as long as they keep the quality and don’t increase the prices.

  • I’m always concerned when small brands get gobbled up by giants.There is the danger of their beliefs getting corrupted. I wish it wouldn’t happen.

  • I think it’s not very easy, I agree. One of the many reasons that I choose to support brands that are cruelty free – and especially Leaping Bunny Certified! – are that I feel it’s important for the non-cruelty free parent company to see the success of the cruelty free brands. If they can see the financial benefit, they may be likely to change to cruelty free themselves. Of course, it also helps when the legislation is in place to ban animal testing – like the UK.

    • Yeah, that’s where we disagree – but that’s not what we’re talking about right now anyway 🙂 I see your point, it’s just not something I’m comfortable with doing. And I agree with you on legislation making things easier. I’m not aware of any specific to the UK, but the EU-wide ban will definitely make life easier. I think eventually, in many, many years, we’ll get to the stage where testing is done without any harm to animals.

      • I just want it to get here sooner rather than later 🙁 Every time I see videos of what they do to those animals I cry. And I meant the EU, not UK. Sorry for mixing them up!

  • I think it’s horrific news, to be honest. I have a differing opinion on cruelty-free than you do. I don’t want to buy from a parent company that tests, even if the daughter brand remains animal-friendly. I love NYX, it’s my favourite brand. But if they do sell, I’ll stop buying them.

      • I don’t have either of them in my country, so no. I think the only true way to avoid that sort of stance is to buy directly from the relevant brand’s website (not often an option for me as many brands won’t ship internationally), or from a site like It’s very, very difficult to live like that though.

  • First like I told you once is it hard to find many brands here , NYX is one of them, there was a store that was selling some of it products but it isn’t selling them anymore. My solution to remain cruelty free was Jordana and Milani, for powders , eyeliners, but not even then arent cruelty free. For nails I still have La girl, and La colors, but the rest of the products are barely sold here. So I am facing a problem. It is sad cause NYX has nice stuff

    does also ELF remain cruelty free?

  • If this happens I will be sad. I liked having a drug store brand that is cruelty free. It is getting harder and harder to find that. Plus L’Oreal owns SO much of the beauty industry already…

    • I believe L’Oreal, Proctor & Gamble, Estee Lauder, Unilever, Johnson & Johnson are the big players. I’m sure there are 1 or 2 more that I can’t recall off the top of my head. To me, Nyx will still be cruelty free if they still say that they are cruelty free.

  • I am not sure what to say about this. I think that we need to stand up and buy products that have the qualities we want. Hopefully this will continue with the merge. Just wait and see before getting upset for sure.

  • Really don’t understand how some can support brands–like NYX– manufactured in China with their inhumane working conditions and yet complain about the testing that China requires of companies in order to sell in China and paint the company as then being “cruel”. China (and other countries that require animal testing) are the problem, yet so many supposedly anti-cruelty bloggers support the Chinese government by buying products manufactured there. And aren’t people animals, too? Look at the paltry wages and inhumane conditions in the factories there… horrible. I hope L’Oreal moves the manufacturing to somewhere with better working conditions if they acquire NYX.

    • Everyone has their issues that are important to them. The reason I’m passionate about animals is that they have no voice and they cannot give consent. People, on the other hand, have a voice. There are many bloggers out there who blog about human rights and people.

      • I understand that. I don’t understand buying products made in China, when it is China that requires testing on animals…your dollars are supporting the very government that requires such cruelty. People do not always have a voice. Not everywhere is like America. Poor children in China, locked in factories, have no voice. We have the option to buy American, Canadian, or European— all places that pay a decent wage to their workers (well, far better than China anyway) and have much better worker conditions– and that do NOT require testing cosmetics on animals. China does– so no Chinese made cosmetics for me.

        • Oh, and companies make their makeup in China for one reason only. It’s cheaper.
          After Chinese grain tainted with melamine poisoned our dogs and cats– and now Chinese chicken jerky has killed dogs, too– and kids toys tainted with rohypnol –why would anyone trust what is in any cosmetic product made in China?? I wouldn’t.

    • Unless you know first hand what each company’s factories and circumstances are like, I don’t think you should be so dismissive of something simply because it is labeled as “Made in China.” China has developed and changed a lot in the past two decades, partially due to more regulation and outside pressure. The Chinese government has some problematic policies and actions, sure, but that does not mean every factory is a prison.

  • This just disgusts me! Cruelty free my butt. The last few purchases I’ve made from UD haven’t had the bunny logo… I’m not boycotting yet, but when is it going to end? 🙁

    • Hi Lorrin, UD is actually Leaping Bunny Certified, which is a more stringent process than PETA’s bunny.
      “Urban Decay is a cruelty-free brand and is committed to ending animal
      testing. We do not test our products on animals, nor do we allow others
      to test on our behalf. Additionally, we require our suppliers to certify
      that the raw materials used in the manufacture of our products are not
      tested on animals. Our Brand is certified by both PETA and The Leaping
      Bunny Program (CCIC) as cruelty-free.”

      Being Leaping Bunny Certified is better than most of the brands out there because of the strict requirements.

      • I want to believe that’s the truth. Hopefully NYX can stand their ground! 🙂

        • You can always reach out to Leaping Bunny directly if you need more information. They’re great. Seriously, I think they’re better than PETA.

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