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NYX to Ramp Up Target Presence

After a successful test run in Canada, the beauty brand has entered 930 Target doors across North America and is expecting further rollout.

NYX Cosmetics has hit Target in a big way.

After a successful test run in the mass-market retailer’s stores in Canada, NYX has expanded to nearly 1,100 Target doors across North America. The brand is expecting further rollout in Target doors early next year.

“As a brand, we are continuously looking for growth opportunities and strategic ways to make NYX more widely available to consumers,” said Scott Friedman, chief executive officer of Los Angeles-based NYX. “This is a dream partnership as NYX and Target share a common goal of providing their customers with the best product at affordable prices, as well as a commitment to bringing the hottest trends in beauty and fashion to the public.”

Evan Miller, a spokesman for Target, said, “It’s important for Target to have an eclectic mix of differentiated beauty products available to our guests, and NYX is one of the brands that helps us achieve this assortment across the beauty department.”

Target is carrying more than 150 of NYX’s stockkeeping units, including the brand’s eye shadow palettes, lipsticks, eyeliners and pore minimizers. NYX’s products are priced mostly from $4.49 to $12.99. The brand is working with Target on marketing initiatives that will bring items with limited-edition packaging to the retailer’s locations.

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In addition to Target, NYX, which was founded by Toni Ko in 1999, is carried at Ulta, Douglas, Ricky’s NYC, Urban Outfitters, Nordstrom and PacSun. Industry sources estimate the Los Angeles-based brand exceeds $50 million in annual sales.