BeautyNews

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.

Published: Jun 17, 2025 12:40 PM

By Jeanel Alvarado

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NYX’s New Campaign Taps Paris Hilton and Saweetie

Credit: NYX Professional Makeup

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”…

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NYX’s New Campaign Taps Paris Hilton and Saweetie

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