NYX Cosmetics is to close its retail operations in Malaysia after three years in the market. According to a report by Marketing-Interactive, the US cosmetics firm – a L’Oreal subsidiary – has permanently closed outlets in Suria KLCC, Sunway Pyramid, and Midvalley Megamall as of last month, three years after opening its flagship store at IOI City Mall Putrajaya. That outlet, as well as those in Fahrenheit 88 and Genting, will be shuttered by the end of this month.
The NYX flagship featured interactive beauty bars and a digital community wall. It also displayed digital images and social media content throughout the store.
“We sincerely thank you for all the love, energy, passion, and enthusiasm from our fierce beauty junkies community,” read the brand’s Facebook post announcing the departure from the Malaysian market. “There were many incredible moments with lots of glitters, color, and amazing makeup artistry.”
The store will continue its e-commerce operations in the territory through to the end of September.
However, the brand will not exit the market completely. It is understood it will still be available in Sephora stores and potentially other multi-brand channels.