A creator-led makeup pioneer pushing the frontiers of beauty and makeovers.
Artists + Beauty Creators + Gamers + LGBTQIA+
Celebrating diversity and self-expression, NYX makes professional-level makeup accessible to all, encouraging beauty creators to let their colorful personalities shine. They encourage community members to write their own rules by working with their products and sharing their creations through their chosen media.
NYX is home to all beauty innovators and shows up wherever its creators are, be it IRL or in the metaverse. They are pioneers of self-expression in Web3 and recognize the importance of the gaming space for the beauty market.
In August 2021, NYX became the first official cosmetics brand to partner with an esports team, Dignitas, and sponsored events for female gamers and TwitchCon. NYX built custom product placement integrations inside Dignitas’s Verizon 5G Gaming Center and appeared on the competitive jerseys of its Dignitas Women’s VALORANT and CS: GO teams. The brand has also created esports-related content to include game day makeup for esports athletes. In the digital realm, NYX has become synonymous with inclusion and diversity, introducing the largest collection of non-binary avatars and offering 36 skin shades, representative of various LGBTQIA+ and BIPOC members. All proceeds from the auction of the NFT avatar sales go to the Los Angeles LGBTQ Center.
Beyond representing a wide range of artists, NYX showcases and amplifies their work.
In honor of Black History Month, NYX partnered up with Walmart and Triller to support 200 Black creators, helping them gain exposure and monetize their content. They pledged 50 million guaranteed views to Black creators during the entire month through brand partnership.
Since 2011, NYX has also hosted the FACE Awards, where the Artist of the Year is awarded $50,000 and a trip to NYX HQ in Los Angeles to support their beauty career.
After entering the metaverse, NYX has unveiled GORJS, the first DAO (Decentralized Autonomous Organization) in the beauty industry. Pushing the brand values of diversity and inclusion, the DAO’s mission is to empower a new community of artists who are redefining and decentralizing beauty standards. GORJS will help launch 3D designers from across the industry to encourage community growth and career goals and improve digital makeup skills.
With its stellar grasp of how to host and grow a community, NYX has become one of the biggest non-celebrity, influencer-endorsed cosmetics brands on social media. Most of its content is generated by creators, inspiring other community members to engage and share their creations. NYX is one of the most-mentioned accounts on Instagram (14.6M for NYX compared to 11.8M for Beauty by Rihanna).
"We do not do traditional advertising. We rely on people finding us organically on social media and vloggers using NYX make-up in their videos."
— Nathalie Kristo, NYX General Manager
Part of the L'Oréal Group
YOY Q3 sales growth of the L’Oréal Group
Growth in nine-month sales for L’Oréal’s Consumer Products Division