Overview
About NYX
NYX Professional Makeup is an American cosmetics brand offering affordable, highly pigmented makeup. Owned by L'Oréal, it is a staple of drugstore beauty and a social media favorite.
Latest coverage
NYX on RetailBoss
NYX Targets Gen Z as Gaming Hits 25% of Teen Downtime
NYX is redefining how beauty brands connect with the next generation. The beauty industry is undergoing a digital revolution, and NYX Professional Makeup is leading the charge by connecting with Gen Z, where they spend much of their downtime. With…
NYX’s New Campaign Taps Paris Hilton and Saweetie
NYX Professional Makeup is turning up the glam and the fun this summer with its latest campaign, “If You NYX [Professional Makeup] You Know” (IYNYK), featuring none other than Paris Hilton and Saweetie. The campaign highlights the brand’s commitment to professional quality,…
NYX Professional Expands Into Metaverse
In their latest brand adventure into the Metaverse, NYX Professional Makeup has entered Roblox in a partnership with iHeartMedia, expanding their connection to the world at play. As gaming continues to be an area of focus for the brand, merging…
Competitive set
NYX Competitors
Brands tracked alongside NYX based on category, positioning, market overlap, shared Rankings, and RetailBoss coverage.
Selection method: explainable profile, market, Ranking, and coverage signals. Competitive sets are editorial context, not a claim that every Brand competes in every product category. Reviewed August 2026.
Ownership network
NYX Related Brands
Brands connected to NYX through verified ownership under L'Oréal. Each card states the corporate relationship used.
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