US color cosmetics brand latest to expand its presence into Asia Pacific

By Michelle Yeomans

- Last updated on GMT

Related tags Southeast asia

With the latest research from Mintel revealing the that color cosmetics market accounts for nearly a third of sales in many Asian countries, NYX Cosmetics has, like many brands before it, made the move into the region with its 'affordable luxury’ color cosmetics line.

According to a company representative, the brand will now be available in Thailand, Vietnam, and The Philippines, and will offer ASEAN consumers what it says will be a variety of rich pigments and special-occasion makeup including that of its new products; 'Born to Glow Liquid Illuminator', 'Makeup Setting Spray', and 'The Natural Shadow Palette'.

Scott Friedman, NYX Cosmetics' CEO says the cosmetics line was also recently launched at Sephora Malaysia and expects to see the brand in Sephora India in the coming months.

In Asia Pacific, Mintel notes a rising consumer awareness and changing lifestyles as contributing to the success of the color cosmetics segment, thus providing opportunities for more and more multinational companies.

"This growth is also being driven by increased access to branded goods, helped by the significant development of the retail segment, together with the increasing number of women workers who are now enjoying increased economic power and financial independence​."

Strengthening its AP presence...

With the goal of further expanding its presence in region, NYX representitives recently attended Cosmoprof Asia in Hong Kong, in an effort to showcase its product lines specifically designed to the AP consumer, while noting the trade show as "the perfect venue to meet with some of our long-term distributors and some of our new strategic distribution partners."

According to Friedman, "Our partnerships and expansion continue to flourish throughout Asia Pacific and Europe, and we recently opened up new offices in Wiesbaden, Germany as well as two European distribution centers in Germany and The Netherlands​."

The brand is also said to be stretching it's expansion plans to Colombia, South Africa, Egypt and Russia.

Although its origins are in the US, NYX cosmetics can be found in global retailers like Douglas, Sephora, Urban Outfitters, Nordstrom and PacSun.

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