NYX Cosmetics is looking to expand its base of freestanding Canadian store locations, after launching in the Greater Toronto Area (‘GTA’) in the fall of 2015. British Columbia is the next market that the brand will target, according to brand director Rachelle Mladjenovic.

L’Oréal bought NYX (Named after the Greek goddess of the night, pronounced ‘Nix’) in 2014, and has expanded the brand significantly to include product lines in retailers selling cosmetics (such as Canadian retailers Shoppers Drug Mart, Rexall andLondon Drugs) and, most recently, freestanding stores. NYX was founded by Toni Ko in 1999, and is headquartered in Los Angeles.

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