Success hasn’t gone to its head. Although it’s now owned by L’Oréal, NYX continues to mine its edgy, indie past and create ever-more innovative ways to drive sales and attract new customers. It conquered the digital realm long before most of its peers had a social media strategy, and today is still a darling of the Instagram and YouTube influencer set. But NYX isn’t only focused on beauty addicts. Whether it’s an exponential increase in its space at Ulta or the opening of its own stores (plans call for five stand-alone units in California by year end), NYX continues to strengthen its ties with everyday consumers, too. The debut of its own stores harks back to the roots of NYX, which was started in a 600-square-foot space in California by Toni Ko. But make no mistake: This is a company focused firmly on the future.
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Its tagline may be “Real Beauty. Real Results” but the amazing growth trajectory of IT Cosmetics is the stuff dreams are made of. Founded by Jamie Kern Lima and her husband, Paulo, in 2008, the brand is expected to ring up $300 million for 2015, according to industry sources. The secret to IT Cosmetics’ success lies in Lima herself—her needs drive the brand’s problem-solution approach to product development and her empathetic connection with consumers on QVC harks back to the days of Leslie Blodgett and Bare Escentuals. But the brand has proven equally as successful in-store as on- air. In less than two years, IT has expanded into all Ulta doors and increased its space there from six to nine feet. Come January, it will launch a new mascara, fittingly called Superhero. If this year is any indication, look for it to fly off shelves.