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Industry buzz

NYX closes its stores in Brazil

L’Oréal’s makeup brand NYX announced this week that it will close its operations in Brazil. The brand explained the decision by a new global strategy. The announcement was made in a post on the brand’s Instagram for Brazil (@nyxcosmeticsbr).

NYX Professional Makeup started operations in Brazil in January 2017 and was sold in small kiosks in shopping malls. Later in the same year, the retail strategy was repositioned and the brand opened its own stores: one in São Paulo, in the Pátio Paulista mall, and two in Rio de Janeiro, in the Rio Sul and Barra Shopping malls. The three stores will remain open until April 24th and all products will be sold with a 50% discount while stocks last.

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