L’Oreal-owned makeup brand NYX closes Tmall global flagship store

Recently, the news of the closure of the official Tmall overseas flagship store of NYXPROMAKEUP, a makeup brand under the French cosmetics group L’Oréal (referred to as “NYX”), has stirred up many fans, leaving them feeling reluctant to see it go.

The announcement of the closure of NYX’s official overseas flagship store on Tmall, under L’Oréal, was made in recent days. According to the announcement, the NYX official overseas flagship store will cease operations at 00:00 on June 21, 2024, and will no longer accept new orders, but already placed orders will be shipped as usual.

The person in charge at L’Oréal explained that the reason for the closure of NYXPROMAKEUP’s official overseas flagship store was due to “strategic adjustment,” as reported by the Beijing Business Daily.

NYX is a key brand in L’Oréal’s mass cosmetics division, and in 2019, it opened an official overseas flagship store on Tmall International. In the “618” shopping festival in 2021, NYX topped the sales of international directly operated makeup brands on Tmall. Even as of May 28, NYX’s 40-color eyeshadow palette and Dopamine eyeshadow palette ranked in the top two on Tmall’s import eyeshadow bestseller list in the past seven days.

According to a report by Red Star Capital Bureau, all products in NYX’s Douyin storefront have been removed, with a historical sales volume of over 40,000. NYX’s overseas self-operated flagship store on JD.com is still operating normally. Upon hearing the news of NYX’s closure, many consumers expressed regret.

In addition to NYX, the American makeup brand Benefit announced at the end of 2023 to end the operation of its online self-operated store in China. Benefit is one of the earliest overseas high-end makeup brands to enter the Chinese market, and its many star products are well-received by Chinese consumers.

Another American makeup brand, Maybelline New York, has also extensively closed offline stores in the Chinese market, shrinking from thousands of stores to dozens.

In fact, in recent years, there has been a wave of store closures among foreign cosmetics companies in China, some even directly withdrawing from the Chinese market.

These closures include Korea’s largest cosmetics brand, Amorepacific’s Innisfree, LG Household & Health Care, ETUDE HOUSE, Hera, and IOPE, all of which have successively withdrawn from physical stores in China. Apart from the decline in the Korean Wave’s popularity, there are rumors that KATE, a makeup brand under Japan’s Kao Corporation, is also fading out of the Chinese market.