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.
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, accessibility, and an unbeatable shade range—reminding beauty lovers everywhere that you don’t have to compromise on quality or price.
The $6 Secret Weapon
So, what do Paris Hilton, Saweetie, and millions of beauty lovers have in common? According to NYX Professional Makeup, “They are all obsessed with the brand's $6 Secret Weapon: NYX Professional Makeup Butter Gloss”. This cult-favorite gloss is at the heart of the IYNYK campaign, which aims to showcase the brand’s best-selling and viral products.
A Cheeky Campaign with Iconic Stars
The new campaign features global icons Paris Hilton and Saweetie starring in a series of comedic sketches. These videos, set to premiere across global social and digital channels, billboards, and retail takeovers, are designed to educate and entertain—showing audiences how to never settle when it comes to both quality and affordability in makeup.
For 25 years, NYX Professional Makeup has built a loyal community of confident, budget-savvy “baddies” who are “in the know.” The IYNYK campaign was inspired by what the brand calls “the worst-kept secret in the beauty industry: NYX Professional Makeup is the beauty brand of choice, with high-quality makeup at the best prices”.
Social Media Takeover and Viral Favorites
The campaign doesn’t stop at celebrity sketches. NYX will roll out a global social media campaign featuring international “baddies” sharing their NYX secrets. The spotlight will shine on viral favorites like The Face Glue Gripping Primer and Setting Spray, Fat Oil Lip Drip, Butter Gloss, and the innovative Smushy Matte Lip Balm. There’s truly a NYX product for every beauty lover, everywhere.
Paris Hilton and Saweetie Share Their Love for NYX
Paris Hilton, CEO of 11:11 Media, expressed her excitement about the collaboration:
"I have always loved all things beauty and believe that quality makeup should be accessible for everyone. The most incredible products aren't always expensive and I can confidently say that NYX Professional Makeup offers quality makeup at the best prices—loves it!" said.
Saweetie also shared her connection to the brand:
"I've been a NYX girlie since Day 1 when I was first learning how to do my makeup. This campaign is a beautiful full-circle moment for me, and I always have so much fun working with the icon herself Paris Hilton. Can't wait to see all the glam looks the ICY GRLs will be serving this summer." said.
NYX: A Pop Culture Powerhouse
Entertainment has always been at the core of NYX Professional Makeup’s DNA. The brand has made waves with pop culture collaborations, from being the first beauty brand to partner with Netflix, to launching a Big Game commercial, to releasing a musical album on TikTok.
Denee Pearson, Global Brand President, summarized NYX’s unique position in the beauty world:
"To put it simply, NYX Professional Makeup is in a different league of beauty. No other makeup brand offers quality without some compromise. NYX Professional Makeup delivers professional-grade formulas, a diverse shade range, and an accessible price point—so you never have to choose. We were inspired by the fact that baddies from every background genuinely love and use our brand: you can always find a NYX Professional Makeup product even in the most expensive handbag! We wanted to share that message in a fun and unexpected way, and what better baddies could illustrate this than the original influencer, Paris Hilton, and the ultimate icy It Girl, Saweetie? They prove what our fans already know: why choose, when you can have it all? If you NYX, you know." said.
Get In On the Secret
The “If You NYX You Know” campaign is set to take over screens and social feeds everywhere, celebrating the brand’s legacy of inclusivity, innovation, and fun.
To learn more about IYNYK and discover your own NYX favorites, visit nyxcosmetics.com.
