nyx professional makeup

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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