Speculation and rumours had been flying for weeks but today we have confirmation that one of my favourite cruelty-free brands, NYX Cosmetics, will be handed over to multinational beauty juggernaut L’Oréal. What this means for NYX and its PETA-certified cruelty-free status is unknown for now but we do have some interesting details on the latest buyout.
NYX has long been seen by consumers and insiders as the ‘MAC of mass’. The quality of their products far exceeds expectations based on their low price. The thought of that quality disappearing in order for L’Oréal to turn a bigger profit (and they will want to after they reportedly paid nearly $500 million for the brand) does scare me a little, however, it has been confirmed that NYX will remain at its current Los Angeles headquarters with its current leadership team .. for now.
L’Oréal have been on a buying rampage of late. In April they purchased Decléor and Carita from Shiseido Co, with a bunch of smaller acquisitions taking place in 2013, and in November 2012 L’Oréal finalised their purchase of Urban Decay.
So with the current management staying in rule we do hope this means the cruelty-free status won’t change. L’Oréal have managed to acquire a number of cruelty-free brands over the years, including The Body Shop and Urban Decay, and made sure their status wasn’t tainted with development plans, so I expect the same to remain for NYX. I will of course be keeping a close eye on this news but for now you can buy-up and enjoy the amazing quality, budget-friendly beauty buys. In fact, here are some I recommend …
Have you used NYX products? Will this news affect your thoughts on the brand? Let me know by commenting below!
NYX Cosmetics is certified cruelty-free by PETA.org.