NYX Cosmetics

NYX Cosmetics

Company type	Subsidiary
Industry	Cosmetics
Founded	1999
Founder	Toni Ko
Products	Makeup
Parent	L'Oréal

NYX Cosmetics is an American cosmetics company founded in 1999 by Toni Ko. The company is named after Nyx, the Greek goddess of the night. NYX Cosmetics is known for its high-quality, professional-grade makeup at accessible prices. It offers a wide range of products including lipstick, eyeshadow, foundation, and eyeliner, among others.

History

NYX Cosmetics was established in Los Angeles, California. The founder, Toni Ko, started the company with the goal of creating a line of affordable makeup products that would appeal to both professionals and everyday consumers. The brand quickly gained popularity through its innovative products and effective marketing strategies, particularly through social media and collaborations with makeup artists.

In 2014, NYX Cosmetics was acquired by the French cosmetics giant L'Oréal, which helped expand its distribution globally. Under L'Oréal, NYX has continued to grow, maintaining its commitment to high-quality, affordable makeup.

Products

NYX Cosmetics offers a variety of makeup products, including:

• Lipstick and lip glosses
• Eyeshadow palettes
• Mascara
• Foundation
• Concealer
• Blush
• Highlighter

The brand is also known for its vegan and cruelty-free product lines, catering to a broad demographic that values ethical standards in cosmetics.

Marketing and Influence

NYX Cosmetics has been a pioneer in digital marketing within the beauty industry. The brand has effectively utilized social media platforms, particularly Instagram and YouTube, to showcase its products and engage with a younger audience. NYX also runs the annual "FACE Awards" which helps discover new talent in the beauty industry and provides a platform for emerging makeup artists.

See Also

• Cosmetics industry
• List of cosmetic brands
• Beauty salon