NYX Professional Makeup

NYX Professional Makeup logo

NYX Professional Makeup is a cosmetics brand that is part of the L'Oréal group. Known for its wide range of affordable yet high-quality products, NYX has become a favorite among makeup enthusiasts and professionals alike. The brand offers a diverse array of products, including lipsticks, eyeshadows, foundations, and more, catering to a variety of skin tones and types.

History

NYX Professional Makeup was founded in 1999 by Toni Ko in Los Angeles, California. The brand was named after Nyx, the Greek goddess of the night, symbolizing beauty and power. Initially, NYX products were sold exclusively to professional makeup artists and beauty supply stores. However, due to its growing popularity, the brand expanded its reach to the general public.

In 2014, NYX was acquired by the French cosmetics giant L'Oréal, which helped the brand expand its global presence. Despite the acquisition, NYX has maintained its identity as a brand that offers professional-quality products at accessible prices.

Product Range

NYX Professional Makeup is renowned for its extensive product line, which includes:

• Face Products: Foundations, concealers, primers, and setting sprays designed to suit various skin types and tones.
• Eye Products: A wide selection of eyeshadows, eyeliners, mascaras, and brow products.
• Lip Products: Lipsticks, lip glosses, lip liners, and lip balms available in a multitude of shades and finishes.
• Tools and Accessories: Brushes, sponges, and other tools essential for makeup application.

The brand is particularly known for its innovative and trend-setting products, such as the "Butter Gloss" and "Soft Matte Lip Cream," which have gained cult status among beauty enthusiasts.

Marketing and Community

NYX Professional Makeup has a strong presence on social media platforms, where it engages with its community of makeup lovers. The brand frequently collaborates with influencers and makeup artists to showcase its products and create tutorials.

NYX also hosts the annual "Face Awards," a competition that celebrates the creativity and talent of makeup artists from around the world. This event has helped the brand build a loyal community and foster a sense of inclusivity and diversity.

Sustainability and Ethics

NYX Professional Makeup is committed to ethical practices and is certified as a cruelty-free brand by PETA. The brand does not test its products on animals and is working towards more sustainable packaging solutions.

Related Pages

• L'Oréal
• Toni Ko
• Cosmetics
• Makeup

NYX Professional Makeup store display