NYX Professional Makeup () is an American cosmetics company that is a
subsidiary
A subsidiary, subsidiary company or daughter company is a company owned or controlled by another company, which is called the parent company or holding company. Two or more subsidiaries that either belong to the same parent company or having a ...
of
L'Oréal
L'Oréal S.A. () is a French personal care company headquartered in Clichy, Hauts-de-Seine with a registered office in Paris. It is the world's largest cosmetics company and has developed activities in the field concentrating on hair color, ...
. The company was founded in
Los Angeles
Los Angeles ( ; es, Los Ángeles, link=no , ), often referred to by its initials L.A., is the largest city in the state of California and the second most populous city in the United States after New York City, as well as one of the world ...
by
Toni Ko in 1999. It was named after
Nyx
Nyx (; , , "Night") is the Greek goddess and personification of night. A shadowy figure, Nyx stood at or near the beginning of creation and mothered other personified deities, such as Hypnos (Sleep) and Thanatos (Death), with Erebus (Darkn ...
, the Greek goddess of the night.
NYX Professional Makeup is "certified" and acknowledged by
PETA
Peta or PETA may refer to:
Acronym
* Pembela Tanah Air, a militia established by the occupying Japanese in Indonesia in 1943
* People for the Ethical Treatment of Animals, an American animal rights organization
* People Eating Tasty Animals, a ...
as a cruelty-free brand, and they offer a wide range of
vegan
Veganism is the practice of abstaining from the use of animal product—particularly in diet—and an associated philosophy that rejects the commodity status of animals. An individual who follows the diet or philosophy is known as a vegan. ...
-friendly products. 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.
History
Toni Ko founded NYX Cosmetics when she was 25 using a $250,000 loan from her parents.
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. The company's first products were jumbo eye pencils,
which brought in revenue of $2 million within the first year.
The products were initially sold only to beauty professionals before Ko expanded sale to mass-market outlets.
The products were marketed as having "department store beauty" while being sold at "drugstore prices."
[
In 2011, NYX launched the Freedom and Artistry for Creative Expression (FACE) awards competition.
Sales in 2014 were $120 million.]Ulta Beauty
Ulta Beauty, Inc., formerly known as Ulta Salon, Cosmetics & Fragrance Inc. and before 2000 as Ulta3, is an American chain of beauty stores headquartered in Bolingbrook, Illinois. Ulta Beauty carries both high-end and low-end cosmetics, fragra ...
carries mass market NYX products.
L'Oréal acquisition
In 2014, Ko sold NYX to the international beauty company L'Oréal
L'Oréal S.A. () is a French personal care company headquartered in Clichy, Hauts-de-Seine with a registered office in Paris. It is the world's largest cosmetics company and has developed activities in the field concentrating on hair color, ...
for $500 million.[ The sale had a five-year ]non-compete clause
In contract law, a non-compete clause (often NCC), restrictive covenant, or covenant not to compete (CNC), is a clause under which one party (usually an employee) agrees not to enter into or start a similar profession or trade in competition again ...
.
Masterclass Program
In September 2018, NYX launched Masterclass, an exclusive online educational content library featuring a group of professional makeup artists and top beauty vloggers. The program aims to provide consumers of all skill sets with accessible, professional-grade makeup education.
Partnerships
On March 6, 2019, NYX announced their first exclusive cosmetics sponsorship of the 2019 Coachella Valley Music and Arts Festival
The Coachella Valley Music and Arts Festival (commonly called the Coachella Festival or simply Coachella) is an annual music and arts festival held at the Empire Polo Club in Indio, California, in the Coachella Valley in the Colorado Desert. ...
.
References
External links
*
is NYX cruelty-free
is NYX cruelty-free
{{L'Oreal Brands
1999 establishments in California
Cosmetics companies of the United States
American companies established in 1999
Chemical companies established in 1999
L'Oréal brands
2014 mergers and acquisitions
Nyx
Companies based in Los Angeles