The year 2021 opens on a sad note for beauty junkies in Indonesia, as one of the most well-known affordable makeup brands, NYX Professional Makeup, has just announced that it will nix operations in the country.
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In an Instagram post yesterday, NYX Indonesia wrote that it will close all their official online stores on online marketplaces such as Tokopedia, Shopee, Blibli, and Sociolla. If you wish to stock up on your favorite products such as the Soft Matte Lip Cream or their highly-popular setting spray from said online stores, you can still do so until tomorrow.
“There were many incredible moments with lots of energy, passion, and enthusiasm towards our professional makeup artistry,” NYX wrote, thanking its “fierce beauty junkies community” in the post.
With the news coming out of nowhere, many people, including beauty influencers, expressed their shock and sadness in the comment section, as seen with rows of crying emojis.
In the past couple of years, NYX had gradually pulled out of several leading department stores and closed down their flagship stores located in prominent malls such as Senayan City and Kota Kasablanka.
Last year, NYX shut down some of their operations in Asia: Malaysia in June, Hong Kong and Macau in August, and Thailand in November.
NYX Professional Makeup was founded in 1999 by Korean-American entrepreneur Toni Ko, who named the brand after the Greek goddess of the night. She sold the brand to L’Oreal in 2014, and it has been the subsidiary of the French personal care company ever since. Based in LA, NYX is certified as a cruelty-free brand and offers vegan-friendly products in a wide range of colors and shades.
