NYX Cosmetics has expanded its distribution – the brand is now available in 1,093 Target stores across the United States, and will roll out to the retailer’s additional locations across North America by early 2014.

NYX is also the fastest growing makeup brand in the U.S., and the brand expanded its European distribution earlier this year.

Packaging will also play a larger marketing role in the near future – and the brand plans to collaborate with Target to feature best-selling items in limited edition packaging. The brand can be found housed in Target’s bright and inviting wall displays, in its cosmetic department.

Scott Friedman, NYX Cosmetics’ CEO, NYX Cosmetics, commented:

“As a brand, we are continuously looking for growth opportunities and strategic ways to make NYX more widely available to consumers. This is a dream partnership as NYX and Target share a common goal of providing their customers with the best product at affordable prices, as well as a commitment to bringing the hottest trends in beauty and fashion to the public.”

The expanded distribution comes after the brand first launched at Target in Canada earlier this year, receiving a positive reaction by Canadian consumers. NYX also had a test launch at Target stores in the U.S., which was extremely successful.

Target carries over 150 NYX product sku’s including mainstay, cult-favorite items such as their Jumbo Eye Pencil, Eye Shadow Palettes, Extra Creamy Round Lipstick and Slide on Pencil. Additionally, specialty products such as the award-winning The Curve, Shine Killer, Pore Filler, Matte Lipstick and Soft Matte Lip Cream will also be available.

Photo: NYX Shine Killer foundation primer.