In Brands, Exclusives, Insight

The blockbuster brand NYX launched in 1999 when drugstore makeup brands looked like they were from drugstores, and they applied like they were from drugstores. The focus then wasn’t on quality, it was on price. Toni Ko saw a white-space opportunity to bring the quality and efficacy of name-brand department store cosmetics and make it be affordable. With this clear intention and a great intuitive marketing sense, the NYX brand created a new niche. 

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