Is NYX Cosmetics back in the Philippines?

The makeup brand appears to be making a return after its quiet exit from the Philippine market in 2020 as products are spotted at SM Malls.

NYX Cosmetics appears to have returned to the Philippine market after beauty junkies noticed products being sold at SM malls, following the American brand’s quiet exit from the country in 2020.

Known worldwide for its vegan-friendly and cruelty-free makeup products, NYX Cosmetics caught the attention of beauty enthusiasts after its products were spotted at select SM malls this week. The displays carried “New” signages and featured select NYX Cosmetics items including lip, eyebrow, eyeliner, blush, primer, powder, setting spray, and concealer products.

The cosmetic brand was reportedly spotted at SM Makati, SM North Edsa, SM Aura, and SM Araneta City Cubao. The official SM City Calamba page also announced the launch of NYX Cosmetics products at its department store beginning August 22.

NYX Cosmetics first entered the Philippines in 2013, opening a branch at SM Aura in Taguig City.

Fans of the brand noticed that Philippine stores began closing down in 2019, while official e-commerce storefronts stopped updating inventory and fulfilling orders by mid-2020.

While local distributor Sichel & Sichel Enterprise did not issue an official explanation for NYX Cosmetics leaving the Philippines, consumers noticed that other international cosmetics brands carried by the distributor also stopped selling around the same time—including e.l.f Cosmetics, Real Techniques, and EcoTools.

Aside from potential issues with the distributor, some speculate that the initial Philippine exit may have had to do with business interests. NYX Cosmetics was acquired by French beauty conglomerate L’Oreal in 2014 and was covered by a five-year non-compete clause. The expiry of the non-compete agreement in 2019 may have led L’Oreal to pull NYX from international markets where products from the two companies appealed to similar demographics.

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