NYX Skilled Make-up continues its rise to near-iconic standing as a drugstore model that delivers high-quality merchandise at an accessible value level. Identified for its capacity to attach authentically with the make-up artist and sweetness influencer neighborhood—significantly creators of colour—the model’s newest initiative merges music and cosmetics in a dynamic manner.
On the latest NYXTape Listening Get together, hosted by NYX Skilled Make-up at The Solar Rose on the Pendry Lodge in West Hollywood, California, rapper Saweetie attended and carried out. The occasion additionally featured performances from artists 8AE, Dina Ayada, Snow Tha Product, Zeina, Ashley Mehta, and a DJ set by DJ Rosegold.
Nonetheless, the actual star of the night time was the make-up itself. Based in 1999 by Toni Ko as a one-woman operation with a $250,000 mortgage from her dad and mom, NYX was created to fill a niche available in the market by providing professional-quality cosmetics at drugstore costs. The model rapidly grew to become a world success, producing $2 million in income in its first yr. Increasing to over 70 nations, NYX was finally offered to L’Oréal in 2016.
Now, NYX is constant to innovate with NYXTape, a venture that brings collectively music creators and make-up creators whereas reinforcing the model’s presence on TikTok, the place it has amassed almost a million followers.
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“We proceed to fulfill our neighborhood the place they’re: on TikTok, the place music and make-up intersect,” mentioned Denee Pearson, international model president for NYX Skilled Make-up, in a press launch. “NYXTape provides us a possibility to advocate for girls within the music trade by supporting unbiased artists in an area the place they will actually be heard.”
The NYXTape venture is being launched in partnership with TikTok’s music distribution and promotion platform, SoundOn, which helps artists earn royalties for his or her music and broaden their attain. NYX can be the primary model to determine an artist profile on TikTok, permitting customers to obtain tracks from the mixtape immediately from its web page.
The mixtape’s creation started final July when NYX gathered 5 artists for a three-day songwriting camp led by DJ Rosegold. The songs, co-produced with Warner Chappell Music producers, are impressed by NYX’s Spring 2025 product launches and culminated in a music video shoot. NYX payments itself as the primary model to create and distribute co-owned music on TikTok.
NYX has lengthy linked itself to the music scene. Final yr, the model teamed with Cardi B for a Tremendous Bowl advert selling its Duck Plump lip gloss. It has additionally sponsored music festivals, created a viral “Buttergloss Pop” dance problem for TikTok, and launched an unique track, Swipe, Slash, Beat, Repeat, as a part of its Halloween marketing campaign.
Past music, NYX has positioned itself on the forefront of cultural tendencies. Final fall, the model launched a Mon-Star Bash marketing campaign impressed by Common Footage’ traditional film monsters.
Previous to that, its Sport Out Loud marketing campaign raised consciousness about anti-LGBTQIA+ bullying in on-line gaming areas, with activations throughout platforms like Roblox and Twitch.
Listed below are one of the best promoting NYX’s best-selling merchandise which embrace:
Butter Gloss Non-Sticky Lip Gloss
The Forehead Glue Prompt Forehead Styler
Slim Lip Pencil
Fats Oil Lip Drip
Buttermilk Blush
Lip I.V. Hydrating Lip Gloss Stain
Buttermilk Glaze Mushy Glow Pores and skin Tint SPF 30
Suede Matte Lip Liner
Slim Eye Pencils
Lip Lingerie XXL Matte Liquid Lipstick
The Face Glue Gripping Primer
The Face Glue Setting Spray
Honey Dew Me Primer
Micro Forehead Pencil
The Marshmallow Smoothing Primer
Final Shadow Palette
BluestScreen and SPF 30 Primer
