CSG Snapshot: NYX Cosmetics
Total Store Sales
$34 million (e)
CA, FL, MN, NJ, NY, ON, TX, VA
CEO: Scott Friedman
Senior VP, Retail Operations: Maria Fesler
Senior VP, Marketing + Business Development: Nathalie Kristo
Superstar beauty-on-a-budget brand NYX Cosmetics is getting into the retail business in a big way. The YouTube fan favorite (which L’Oréal acquired in 2014) began opening its own stores in Southern California in late 2015, and by the close of 2016, the company had 32 stores across North America. Like its East Coast counterpart e.l.f. (which we profiled in a piece last December), NYX has more in store for 2017. First up is Texas. The Houston metro area gets a second boutique in the first quarter, and San Antonio hosts two new-store openings in February and March. In Canada, plans call for approximately eight new stores, including the first boutiques outside of Ontario (currently home to seven Toronto stores and one in Ottawa). Markets in Alberta and British Columbia are among the company’s targets. In all, CSG projects at least 25 North American openings in 2017.