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Jerusalem Life

| Low-cost cosmetics brand NYX coming to Israel

Zev Stub    
Monday, 11 March 10:21 AM

NYX Cosmetics, a subsidiary of L'Oréal, is on its way to Israel, sources inform "Globes". At least initially the low-cost US brand will not operate its own stores, but will be sold through existing drugstore chains. L'Oreal is currently in talks with retailers on strategic cooperation.

The brand was founded in 1999 in Los Angeles, and was acquired by L'Oréal in 2014. It is known for attractive pricing, and is a favorite among opinion leaders on social networks. It will probably be a few months before brand goes on sale in Israel, as its products are still in the process of obtaining licenses from the Ministry of Health.

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