nyx professional makeup
Los Angeles-born beauty brand offering professional-grade, trend-forward, and cruelty-free makeup at accessible price points.
ORIGIN
USA
PRICE TIER
affordable
SPECIALIZATION
WOMEN
Launched in 1999 by founder Toni Ko in Los Angeles, NYX Professional Makeup bridged the gap between drugstore affordability and the high-quality, pigment-rich formulas used by makeup artists. The brand was built on the principle of providing professional-level products to a mass audience, a strategy that quickly cultivated a loyal following. From its early days selling eye and lip pencils at trade shows, NYX became a digital-first pioneer, famously discovering the power of social media and beauty influencers in 2008 to build a grassroots community. Its core identity is rooted in the creative and diverse spirit of L.A., celebrating bold self-expression with a vast and colorful product range.
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Toni Ko, Founder, Nyx Cosmetics & Bespoke Beauty Brands
Founder Toni Ko gives a first-person account of launching NYX Cosmetics, from creating the first products to her strategy of offering high-quality makeup at a drugstore price point, detailing the brand's foundational ethos.
The Founder of NYX Cosmetics on Moving in with Your Parents and Launching an Empire
An in-depth interview with founder Toni Ko about the early days of NYX, including the personal sacrifices made, the initial growth strategy, and her goal of building the brand to eventually sell to a major player like L'Oréal.
![NYX Professional Makeup Partners with Paris Hilton and Saweetie to Launch "If You NYX [Professional Makeup] You Know" Campaign](https://mma.prnewswire.com/media/2644524/NYX_Logo.jpg?p=facebook){kind=logo}
NYX Professional Makeup Partners with Paris Hilton and Saweetie to Launch "If You NYX [Professional Makeup] You Know" Campaign
This article details a major brand campaign and collaboration with cultural icons Paris Hilton and Saweetie, celebrating NYX's 25-year history and reinforcing its positioning of professional-quality products at accessible prices.
She built Nyx into a beauty powerhouse. Now, she’s mentoring a new crop of founders
This interview with founder Toni Ko reflects on the evolution of the beauty industry since she launched NYX, her vision behind her new incubator Bespoke Beauty Brands, and her leadership philosophy.
NYX Professional Makeup Announces "Mon-Star Bash" Halloween Campaign Inspired By Universal Monsters
Details the brand's significant annual Halloween campaign, featuring a notable collaboration with Universal Pictures to reimagine its classic monsters. The campaign starred a cast of rising Gen Z talent, including Landon Barker.