NYX Professional Makeup is a global cosmetics brand headquartered in El Segundo, California, and is currently a subsidiary of L’Oréal. Founded in 1999 by Toni Ko, the company established itself as a “digital-first” brand, filling a market gap by providing professional-quality makeup at drugstore price points. The brand is named after Nyx, the Greek goddess of the night.

History and Acquisition

Founding:
Toni Ko founded the company in Los Angeles at age 25 with a $250,000 loan.

Early Success:
The brand launched with six eyeliners and 12 lip liners priced at $1.99, which sold out in less than 30 days. In its first year, revenue reached $2 million.

L’Oréal Acquisition:
In June 2014, Ko sold the company to L’Oréal for approximately $500 million.

Retail Expansion:
Following the acquisition, L’Oréal introduced dedicated brick-and-mortar stores in 2015.

Core Identity and Brand Values

Professional Quality:
The brand focuses on “pro-level” formulas featuring high-grade pigments and expert performance.

Ethical Commitment:
NYX is PETA-certified as cruelty-free and has never tested on animals since its founding. It also offers a wide range of vegan-friendly products.

Inclusivity and Community:
The company emphasizes self-expression and diversity, maintaining a partnership with the Los Angeles LGBT Center.

No Retouching Policy:
The brand officially celebrates “the real you” by refusing to edit or retouch promotional imagery.

Business Strategy and Marketing

Organic Content Strategy:
NYX historically grew almost entirely through unpaid influencer engagement rather than traditional media, utilizing an intensive gifting program for beauty tastemakers.

FACE Awards:
Since 2011, the brand has hosted the Freedom and Artistry for Creative Expression (FACE) Awards, an annual talent competition for beauty vloggers and content creators.

Distribution:
Products are sold in over 70 countries through thousands of retailers, including specialty beauty stores like Ulta Beauty, freestanding shops, and its corporate website.