NYX Cosmetics enters Israeli market through drugstore chains

NYX Cosmetics enters Israeli market through drugstore chains

Mass market beauty brand NYX Cosmetics is rumored to be entering the Israeli market, sold initially through existing drugstore chains, according to a report by Globes.

Reported to still be seeking relevant licences from the Ministry of Health, the L’Oréal-owned brand’s entry into the Israeli market showcases an increased presence by the French beauty firm within the country, with an Armani beauty boutique set to launch in Israel in the coming months.

Talking about the news, L’Oréal released a statement that read, “L’Oréal is aware of the great demand on the part of Israeli consumers for the cosmetics products of NYX Professional. The global L’Oréal group has many brands, and the strategy of L’Oréal Israel is constantly to examine the expansion of the portfolio of brands marketed in Israel.”

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