NYX Cosmetics to be sold in Walgreens across the country

By

Emily Jensen

Published
Apr 20, 2017

As part of Walgreens' strategy to increase its beauty sales, the drugstore chain will add popular budget cosmetics brand Nyx Professional Makeup to its lineup. By fall, the affordable makeup brand will be sold in almost 2,000 Walgreens stores throughout the United States and Puerto Rico. Nyx products are already available in Walgreens’ online shop. 
 

Walgreens began its initiative to diversify and enhance its beauty selection in 2016, and has already added brands such as No7, Soap & Glory and Botanics to its website and select stores. As part of its new beauty strategy, Walgreens has also introduced beauty and skincare consultants to select stores. For its next phase, certain Walgreens locations will offer testers of Nyx, L'Oreal and Maybelline products by the end of 2017 to mimic the beauty experience at higher-end stores such as Sephora.
 
Of the new addition to its lineup, Walgreens’ group vice president and general merchandise manager Lauren Brindley said, “Nyx Professional Makeup products are known for exceptional quality at affordable prices, and new products and experiences are key to our ongoing transformation in this area.”

Nyx is known for its affordable range of on-trend products, which includes liquid lipsticks, lip-glosses, primers and contour palates. Lipsticks in the line start at as low as $2, with many Nyx products under $10. The brand is already available in major stores such as Ulta, Target and CVS.
 
Among the Nyx products already available on Walgreens’ online store are its Concealer Wand, Soft Matte Lip Cream and Slide On Lip Pencil. In total, 663 Nyx products will be sold at Walgreens stores. With over 10 million followers on Instagram, Nyx is leading the charge among makeup brands to command a large social media following. Walgreens is attempting to capture that following and become the country’s preferred beauty destination.