By  on November 17, 2011

Twelve years ago, Toni Ko created NYX Cosmetics to give women looking for the latest cosmetics colors an affordable alternative to prestige brands and battled it out with larger mass beauty players to win shelf space for the Los Angeles-based indie upstart.

More than 10,000 doors later, Ko has stepped aside as chief executive officer to become chief creative director and has brought in Scott Friedman, formerly president of Conair Corp.-owned cosmetic bag maker Allegro, as ceo. Friedman is charged with converting NYX from a relatively small success story into a serious global contender. “As a company grows, the opportunities are so great that you want someone who has been through the transition of small- to medium-sized company before,” said Friedman.

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