So long! L.A. beauty brand Nyx nixes all operations in Thailand

File photo of the Nyx cosmetic store at Siam Square One shopping mall. Photo: Siam Square One
File photo of the Nyx cosmetic store at Siam Square One shopping mall. Photo: Siam Square One

It’s a beauty junkie’s nightmare today after one of the most popular and affordable American cosmetic brands announced its buh-bye to the kingdom.

Nyx Professional Makeup said yesterday it would close all its stores, online and off, at the end of the month, just four years after entering the market. It gave no explanation for the move.

“We sincerely thank you for all the love ,energy, passion and enthusiasm from our fierce beauty junkies community!” the Los Angeles brand wrote.

The beauty community took the news poorly. Some asked the brand to explain its logic but went unanswered.  

“COVID, isn’t it? This is because of COVID, right? Damn! I hate COVID,” Nawaporn Numthong wrote. 

“I can’t imagine what I am going to do. Ever since I discovered [N]yx I haven’t looked back,” Ekaterina Bushueva wrote. “You guys are the only product I am not allergic to.”

Nyx cosmetics was found in 1999 in Los Angeles and rose to fame through makeup artists. It opened its first flagship store in Asia and Thailand in 2016 at the Siam Square One shopping mall and currently has 35 stores nationwide.

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