NYX Professional Makeup

NYX Professional Makeup, often referred to as NYX Cosmetics, is a renowned American cosmetics company founded by Toni Ko in 1999 in Los Angeles, California. The brand is named after Nyx, the Greek goddess of the night, and is currently a subsidiary of the French beauty giant L’Oréal.

NYX offers a diverse portfolio of makeup products, including lipsticks, lip glosses, mineral foundations, eyeliners, and more. These products are known for their high pigment payoff and affordability.

Rooted in professional artistry, NYX Cosmetics aims to deliver high-performance products that resonate with modern makeup enthusiasts.

Short history of NYX Professional Makeup

NYX Professional Makeup, founded in 1999 by Toni Ko in Los Angeles, California, is a cosmetics brand known for offering high-quality, professional-grade products at affordable prices. The company was named after Nyx, the Greek goddess of the night, and initially focused on jumbo eye pencils, which generated $2 million in revenue within its first year.

NYX Cosmetics expanded from selling exclusively to beauty professionals to mass-market outlets, emphasising “department store beauty” at “drugstore prices”.

In 2014, NYX was acquired by L’Oréal for $500 million and subsequently launched standalone stores worldwide.

The brand introduced NYX Professional Makeup in 2016 and has maintained steady growth. PETA has recognised it as cruelty-free since 2015 and offers a wide range of vegan-friendly products.

The company continues to innovate, including launching Masterclass in 2018 for makeup education and redesigning its website to enhance user experience.

NYX products are sold in over 70 countries through various retail channels, including speciality beauty stores, freestanding shops, and its corporate website.

What is NYX Professional Makeup all about?

NYX Professional Makeup emphasises a philosophy rooted in inclusivity, authenticity, and innovation.

The brand is committed to producing high-quality, vegan, and cruelty-free makeup products, ensuring no animal-derived ingredients or testing since its founding in 1999.

NYX celebrates individuality, avoiding photo editing and showcasing real customers and their artistry.

It actively supports under-represented communities, including partnering with the Los Angeles LGBT Center.

NYX Professional Makeup also positions itself as a “digital-first” brand, leveraging user-generated content and diverse representation in its marketing.

Its innovative approach includes using technology like shoppable videos and predictive intelligence tools to enhance customer experience.

NYX prioritises transparency by featuring real users instead of models or celebrities in its campaigns.

The brand engages with customers through innovative digital tools like virtual try-on features and personalised makeup looks on platforms like Snapchat.

NYX Cosmetics has launched various initiatives, including partnerships with events like Coachella and esports organisations, and has expanded its brick-and-mortar presence worldwide.

What do they have to offer?

NYX Professional Makeup offers a diverse and extensive range of makeup products designed to cater to various beauty needs and preferences.

NYX provides a variety of foundation types, including the popular Can’t Stop Won’t Stop Full Coverage Foundation for a matte finish and Total Control Pro Drop Foundation for a customisable, natural look.

Concealers are available for covering imperfections and enhancing skin tone, and popular Buttermelt Blush is there for adding a touch of colour.

Highlighter and contour products are there to define and brighten facial features, and essential primers and setting sprays are on offer for creating a smooth base and setting makeup in place.

Vibrant and versatile Ultimate Shadow Palettes are in the collection, and mascaras are there to provide volume, length and definition for lashes.

Pencil and liquid eyeliners in multiple colours are available, including the Ultimate Glow Shots liquid eyeliner.

The lipstick section has a wide range of finishes, including matte options like Lip Lingerie XXL Matte Liquid Lipstick and glossy options like Shine Loud High Shine Lip Color.

The lip gloss segment features popular products like Butter Gloss, known for its non-sticky formula, and the lip care section includes lip scrubs, balms, and oils for hydration and nourishment.

A variety of brow products are on offer, including The Brow Glue Instant Brow Styler.

What is the user experience like?

The NYX Professional Makeup is offering products that cater to diverse skin tones and preferences, while promoting cruelty-free and vegan-friendly formulations.

The website allows users to easily navigate through various categories such as face, eye, lip, and brow products. Each category offers a wide range of products, including best-sellers and new releases.

The website features vibrant colours and high-quality product images, making it visually appealing and engaging.

Users can easily search for specific products or filter by categories, making it convenient to find desired items quickly.

NYX actively integrates consumer-generated content and feedback into its digital strategy, allowing users to feel invested in the brand.

NYX Cosmetics provides a virtual try-on feature that lets users test different makeup looks and products virtually before purchasing. This tool is accessible through their website and mobile app.

Interactive tools such as Primer Finder and Brow Finder Quiz help users find the best primer for their skin type and the perfect brow shade, enhancing the personalised shopping experience.

The site is optimised for both desktop and mobile devices, ensuring a smooth user experience across different platforms.

NYX Professional Makeup maintains a strong presence across various social networks, engaging with its community through diverse platforms, such as Instagram, Facebook, X and YouTube.

What are the prices like?

NYX Professional Makeup products start around $6 for popular items like Butter Gloss.

Lipsticks may vary in price depending on the type, but generally, they are affordable, with some options, such as Soft Matte Lip Cream, available at $7.

Epic Ink Waterproof Liquid Eyeliner is also reasonably priced, while products like Total Control Drop Foundation and Can’t Stop Won’t Stop Full Coverage Foundation are popular and typically budget-friendly.

Known for their quality, NYX setting sprays are also offered at a reasonable price, often included in sales or bundles.

Eyeshadow palettes can vary in cost, but NYX is renowned for providing affordable options.

Value sets, like the ‘Feel So Dewy’ Makeup Bundle, can be found for around $32.

NYX frequently runs sales with discounts of up to 50% on various products, so it’s best to check the NYX Cosmetics website directly, as prices can vary based on location and current promotions.

What are their shipping options?

NYX Professional Makeup offers standard shipping within the continental U.S., typically taking 3 to 7 business days. Expedited options include UPS Overnight and UPS 2-Day Delivery, but these must be ordered by 2 PM PST to ship the same day. Standard shipping is free for orders over $30 before tax. However, this offer does not apply to orders shipped to Alaska, Hawaii, or other U.S. territories. For orders below $30, standard shipping costs $8, 2-Day costs $15, and Overnight is $20. A shipping confirmation with a tracking number is sent to the customer’s email address once the order ships.

International shipping options are available through regional NYX websites or partners, with costs based on items, shipping method, and destination.

Conclusion!

NYX Professional Makeup is celebrated for its vibrant, inclusive approach to beauty, embracing diversity and self-expression while providing high-quality, accessible makeup products to a global audience.

NYX Cosmetics offers products that cater to diverse skin tones and preferences, while promoting cruelty-free and vegan-friendly formulations.

The site is designed to be intuitive, interactive, and inclusive, catering to a wide range of beauty enthusiasts.

NYX Cosmetics is a popular brand offering affordable, cruelty-free makeup with a diverse range of products that cater to various needs.

While its inclusivity and accessibility are commendable, persistent customer service and delivery issues may deter some buyers from shopping online.