By  on March 18, 2014

NYX Cosmetics, the indie mass-market brand known for its makeup artistry positioning, is looking for a buyer.

The U.S. employees of the Los Angeles-based firm, founded in 1999 by Toni Ko, were notified on Monday at a company event that NYX was exploring strategic alternatives, particularly as it plots its global expansion, according to industry sources. The company is said to have tapped investment bank Piper Jaffray for the purpose. Currently, about 25 percent of NYX’s sales are international.

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