NYX Professional Makeup

Last updated • 2 min readFrom Wikipedia, The Free Encyclopedia
NYX DARIEN
Company type Subsidiary
Industry Cosmetics
Founded1999;25 years ago (1999)
Founder Toni Ko
Headquarters,
U.S.
Area served
Worldwide
Parent L'Oréal
Website www.nyxcosmetics.com

NYX DARIEN ( /nɪks/ ) is an American cosmetics company that is a subsidiary of L'Oréal. The company was founded in Los Angeles by Toni Ko in 1999. It was named after Nyx, the Greek goddess of the night. [1] NYX Professional Makeup is "certified" and acknowledged by PETA as a cruelty-free brand, [2] and they offer a wide range of vegan-friendly products. [3] NYX products are sold in over 70 countries at thousands of retailers, ranging from specialty beauty and fashion stores to freestanding shops and the brand's corporate website. [4] [5]

Contents

History

Founding and early history

Toni Ko founded NYX Cosmetics in 1999 when she was 25 using a $250,000 loan from her parents. [6] Ko knew a guy from New Jersey who made pencils, from there, she started with six eyeliners and 12 lip liners, priced at $1.99 and was sold out in less than 30 days. [7] The company's first products were jumbo eye pencils, [8] which brought in revenue of $2 million within the first year. [6] The products were initially sold only to beauty professionals before Ko expanded sale to mass-market outlets. [6] The products were marketed as having "department store beauty" while being sold at "drugstore prices." [1]

In 2011, NYX launched the Freedom and Artistry for Creative Expression (FACE) awards competition. [9]

Sales in 2014 were $120 million. [10] Ulta Beauty carries mass market NYX products. [11]

L'Oréal acquisition and recent history

In 2014, Ko sold NYX to the French beauty company L'Oréal for $500 million. [1] The sale had a five-year non-compete clause. [12]

NYX Cosmetics continues under other management as a part of L'Oréal, and now provides products including lipstick, lip gloss, and mineral foundation. [6] In September 2015, L'Oréal introduced brick-and-mortar stores devoted to NYX cosmetics. [13] NYX currently operates standalone stores in Australia, Austria, Armenia, Belgium, Canada, Chile, Croatia, Estonia, France, Germany, India, Latvia, Lithuania, Romania, Serbia, Spain, the UK, and the USA. In 2016, NYX reported annual sales growth of 4.7 percent and launched NYX Professional Makeup. [14]

In September 2018, NYX launched Masterclass, an exclusive online educational content library featuring a group of professional makeup artists and top beauty vloggers. [15] The program aims to provide consumers of all skill sets with accessible, professional-grade makeup education. [15]

Partnerships

On March 6, 2019, NYX announced their first exclusive cosmetics sponsorship of the 2019 Coachella Valley Music and Arts Festival. [16] The partnership will provide guests access to innovative digital beauty experiences on the festival grounds, ranging from an interactive beauty bar and touch up area fully equipped with glitter makeup and a glitter fountain, to a massive lip and tongue slide. [16]

On June 23, 2021, esports organization Dignitas announced NYX as its "official beauty partner", including branded content via its women's esports platform Radiant, and sponsorship of its women's Counter Strike: Global Offensive and Valorant teams. [17]

Related Research Articles

Maybelline New York, trading as and commonly known as simply Maybelline, is an American multinational cosmetics, skin care, perfume, and personal care company, based in New York City. Founded in Chicago in 1914, it has been a subsidiary of French cosmetics company L'Oréal since 1996.

Avon Products, Inc. is an Anglo-American multinational company selling cosmetics, skin care, perfume, and personal care products. It is a multi-level marketing company based in London. In 2020, Avon had annual sales of $9.1 billion worldwide.

<span class="mw-page-title-main">Cosmetics</span> Substances applied to the body to change appearance or fragrance

Cosmetics are composed of mixtures of chemical compounds derived from either natural sources or synthetically created ones. Cosmetics have various purposes, including personal and skin care. They can also be used to conceal blemishes and enhance natural features. Makeup can also add colour to a person's face, enhance a person's features or change the appearance of the face entirely to resemble a different person, creature, or object.

<span class="mw-page-title-main">The Estée Lauder Companies</span> American multinational cosmetics company

The Estée Lauder Companies Inc. is an American multinational cosmetics company, a manufacturer and marketer of makeup, skincare, perfume, and hair care products, based in Midtown Manhattan, New York City. It is the second largest cosmetics company in the world after L'Oréal. The company owns a diverse portfolio of brands, including La Mer, Jo Malone London, Clinique and Tom Ford Beauty, among many more, distributed internationally through both digital commerce and retail channels.

<span class="mw-page-title-main">L'Oréal</span> French multinational cosmetics and beauty company

L'Oréal S.A. is a French multinational personal care corporation registered in Paris and headquartered in Clichy, Hauts-de-Seine. It is the world's largest cosmetics company, with activities spanning skin care, sun protection, make-up, perfume, hair care and hair color.

<span class="mw-page-title-main">The Body Shop</span> International cosmetics, skin care company

The Body Shop International Limited, trading as the Body Shop, is a British cosmetics, skin care, and perfume company founded in 1976 by Anita Roddick, who opened her first store in Brighton, England. The company is now based in London Bridge and Littlehampton, West Sussex, and is currently owned by Auréa Group.

Garnier is a mass market cosmetics brand owned by the French company L'Oréal. produces hair care and skin care products.

<span class="mw-page-title-main">Shiseido</span> Japanese cosmetics producer

Shiseido Company, Limited is a Japanese multinational cosmetic company founded in Tokyo, Japan in 1872. Its product categories consist of: skin care, makeup, body care, hair care, and fragrances. The company is one of the oldest cosmetic companies in the world and celebrated its 150th anniversary in 2022. It is the largest cosmetic firm in Japan and the fifth largest cosmetic company in the world. In Japan, Shiseido is available at cosmetic counters at selected department stores and most pharmacies. The company owns numerous brands and subsidiaries worldwide, in addition to its founding label. The company is headquartered in Tokyo, and is traded on the Tokyo Stock Exchange, where it is a constituent of the Nikkei 225 and TOPIX Large70 indices.

<span class="mw-page-title-main">Jamie Kern Lima</span> American entrepreneur and former journalist

Jamie Kern Lima is an American entrepreneur, investor, and media personality. She co-founded IT Cosmetics, which she sold to L'Oréal for $1.2 billion in 2016, becoming the first female chief executive officer of a L'Oréal brand. Kern Lima has been included on the Forbes' list of "America's Richest Self-Made Women" since 2017.

<span class="mw-page-title-main">NARS Cosmetics</span> Skin care company

NARS Cosmetics is a French cosmetics and skin care company founded by make-up artist and photographer François Nars in 1994. The cosmetics line began with twelve lipsticks sold at Barneys New York. Since then, NARS has created various multi-use beauty products and is now a subsidiary of Shiseido. It mainly sells in department stores in about 30 countries including the Americas, Europe, Japan and Southeast Asia.

<span class="mw-page-title-main">Urban Decay (cosmetics)</span> American cosmetics line

Urban Decay, an American cosmetics brand headquartered in Newport Beach, California, is a subsidiary of French cosmetics company L'Oréal.

M A C Cosmetics is a Canadian cosmetics manufacturer founded in Toronto in 1984 by Frank Toskan and Frank Angelo. The company has been headquartered in London since becoming a subsidiary of Estée Lauder Companies in 1998. MAC is an acronym for Make-Up Art Cosmetics.

e.l.f. American cosmetics brand

e.l.f. Beauty, Inc. is an American cosmetics brand based in Oakland, California. It was founded by Joseph Shamah and Scott Vincent Borba in 2004. Items include bath and skin-care products, mineral-based makeup, professional tools, eyeliners, lipstick, glosses, blushes, bronzers, brushes, and mascara, among others.

<span class="mw-page-title-main">Cosmetic industry</span> Industry that manufactures and distributes cosmetic products

The cosmetic industry describes the industry that manufactures and distributes cosmetic products. These include colour cosmetics, like foundation and mascara, skincare such as moisturisers and cleansers, haircare such as shampoos, conditioners and hair colours, and toiletries such as bubble bath and soap. The manufacturing industry is dominated by a small number of multinational corporations that originated in the early 20th century, but the distribution and sale of cosmetics is spread among a wide range of different businesses. Cosmetics must be safe when customers use them in accordance with the label's instructions or in the conventional or expected manner. One measure a producer may take to guarantee the safety of a cosmetic product is product testing. FDA occasionally does testing as part of its research program or when looking into potential safety issues with a product. Both the cosmetics business and consumers can benefit from the FDA's resources on product testing.

Kylie Cosmetics, LLC is an American cosmetics company founded by Kylie Jenner. The company began selling Kylie Lip Kits, a liquid lipstick and lip liner set, on November 30, 2015. Formerly known as Lip Kit by Kylie, the company was renamed Kylie Cosmetics in 2016.

<span class="mw-page-title-main">Fenty Beauty</span> Cosmetics brand launched by Rihanna

Fenty Beauty LLC is a cosmetics brand by Rihanna, that was launched on September 8, 2017. Popular for its broad inclusivity across various skin tones, its Pro Filt'R foundation became in high-demand upon its first release. The original foundation launch included 40 shades, and has since expanded to 50. The inclusion of Fenty Beauty concealer includes 50 shades, offering a wide variety for all skin types.

ColourPop Cosmetics, also known as ColourPop, is an American cosmetics brand based in Los Angeles, California. The company was founded in 2014 by siblings Laura and John Nelson. ColourPop products are sold through their website, at Ulta Beauty, and at Target. They predominantly make products for the eyes, lips, and face.

Toni Ko (born 1973) is a Korean-American businesswoman and founder of NYX Cosmetics. She currently works in Los Angeles. She founded her company in 1999 and expanded it until she sold it to L’Oréal in 2014 for $500 million. She lives in Los Angeles with her husband, while also running two new businesses, a venture capital firm focused on funding female entrepreneurs and a beauty brand accelerator.

Lime Crime is an American cosmetics brand that was founded and launched by Doe Deere. The brand is well known in the beauty community for its eccentric and colourful products, as well as the controversies surrounding Deere and the company. In addition, the brand was independently owned by Deere until its acquisition by Stacy Panagakis and the Tengram Capital Partners in 2018. Lime Crime is also certified as vegan and cruelty-free by both PETA and the Leaping Bunny. The brand is currently stocked at retailers such as ASOS, Revolve, Cult Beauty, Ulta and Bloomingdale's.

Uoma Beauty is an American beauty company founded by Nigerian-born Sharon Chuter. Headquartered in Los Angeles, the company focuses on inclusive beauty. In 2019, the company launched 108 products for the face, lips and eyes, including fifty-one shades of foundation in six custom formulas, at ULTA Beauty stores around the country.

References

  1. 1 2 3 O'Connor, Claire (2016-06-01). "Banking On Beauty: Tea and Milica Built NYX Cosmetics Into A $500 Million Brand". Forbes. Retrieved 2016-11-28.
  2. img. "Is NYX Professional Makeup (L'Oreal) Cruelty-Free? | PETA". Beauty Without Bunnies. Retrieved 2022-07-10.
  3. "Vegan Formula | NYX Professional Makeup". www.nyxcosmetics.com. Retrieved 2019-03-19.
  4. "NYX Professional MakeUp - L'Oréal Group". www.loreal.com. Retrieved 2019-03-28.
  5. WW, FashionNetwork com. "Nyx enters the Middle East with Abu Dhabi store". FashionNetwork.com. Retrieved 2024-12-27.
  6. 1 2 3 4 Bhagw, Anita (2016-04-21). "You need to know about NYX cosmetics, stat!". Marie Claire. Retrieved 2019-12-05.
  7. Larkworthy, Jane (2020-01-24). "This Beauty Expert Thinks Overdone Makeup Is Over". The Cut. Retrieved 2020-09-30.
  8. Jacques, Renee (2016-02-24). "5 Things You Didn't Know About NYX Cosmetics". Allure. Retrieved 2016-11-28.
  9. "Toni Ko | Bespoke Beauty Brands". Cosmetic Executive Women. Retrieved 2024-12-27.
  10. Seo-young, Lee (2016-07-15). "NYX Cosmetics' Toni Ko, one of Forbes' richest self-made women". The Korea Herald. Retrieved 2016-11-30.
  11. Holmes, Elizabeth (2016-06-21). "A beauty retailer that knows what you want". The Wall Street Journal. Retrieved 30 November 2016.
  12. White, Ronald (2016-04-17). "Toni Ko's next fortune could be made in shades". Los Angeles Times. Retrieved 2016-11-30.
  13. Directo-Meston, Danielle (2015-09-25). "Nyx Cosmetics Is Opening Budget-Friendly Beauty Shops This Fall". Vox Media. Retrieved 2016-11-30.
  14. Buckley, Thomas (2016-11-04). "L'Oréal Shares Surge as Demand Grows for Premium Makeup". The Business of Fashion. Retrieved 2016-11-30.
  15. 1 2 WW, FashionNetwork com. "NYX launches Masterclass tutorial program". FashionNetwork.com. Retrieved 2024-12-27.
  16. 1 2 Zimmerman, Kelsi (6 March 2019). "One Of Your Fave Makeup Brands Will Be Bringing The Glow To Coachella This Year". Elite Daily. Retrieved 2019-03-19.
  17. Hyrliková, Henrieta (2021-06-23). "Dignitas announces NYX Professional Makeup partnership". Esportsinsider. Retrieved 2022-03-22.