NYX Butter Gloss

NEW YORK — L’Oréal’s NYX is joining the ranks of beauty brands with physical stores with the opening of five doors in California. The first is set to open Oct. 2 in Arcadia, Calif. That will be followed by two more in the Los Angeles area and two in the Bay Area that are expected to open before the holiday season.

The debut of the store harkens back to the roots of NYX, which was started in a 600-square-foot space in California by Toni Ko.

NYX, which is primarily sold in Ulta Beauty, CVS, Target and Harmon, was purchased by L’Oréal last year. At that time, all eyes were on what avenue L’Oréal would pursue for growth. The brick-and-mortar stores allow NYX to present its full array of items while also getting instant consumer feedback on its products, those familiar with the brand said.

This isn’t the first time L’Oréal has experimented with physical units. Both Lancôme and L’Oréal have operated physical stores and the company also owns The Body Shop chain of retail doors.

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