Los Angeles-born beauty brand offering professional-grade, trend-forward, and cruelty-free makeup at accessible price points.
ORIGIN
USA
PRICE TIER
affordable
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.