In Brands, Tech

With a host of affordable SKUs and styles, the LA-based NYX Cosmetics has gone from a simple drugstore dupe to an altar teeming with 11 million loyal Instagram acolytes, thanks to a “digital-first” strategy of relying heavily on inclusive, user-generated content (UGC). Now, after a $500 million acquisition by L’Oréal in 2014, this pharmacy aisle powerhouse is harnessing its UGC strategy to launch its own mobile app.

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