NYX Professional Makeup is a cosmetics brand founded in 1999 in Los Angeles by Toni Ko, named after Nyx, the Greek goddess of the night. Acquired by L'Oreal in 2014, the brand has become one of the most popular affordable makeup brands globally, known for delivering professional-quality, cruelty-free cosmetics at drugstore prices. NYX has been a pioneer in digital-first beauty marketing, building its following through social media and influencer partnerships before many prestige brands adopted similar strategies.
The NYX website offers its comprehensive product range spanning face, eyes, lips, and tools, with frequent new launches and limited-edition collections. Bestselling products include the Soft Matte Lip Cream, Epic Ink Liner, and Butter Gloss, all priced under $15. The brand is certified cruelty-free by PETA and has been expanding its vegan product offerings. NYX also maintains a strong presence in professional artistry circles, serving as a major sponsor of beauty competitions and makeup artist showcases around the world.