NYX is a cosmetics / beauty brand founded in Los Angeles in 1999 by Toni Ko; she started it with about $250,000 from her parents, initially selling six eyeliners and twelve lip liners. In 2014, NYX was acquired by L’Oréal for about $500 million. Though it began largely as a direct-to-professional line, it now is distributed broadly in over 70 countries through beauty retailers, specialty stores, and its own branded shops. NYX is certified cruelty-free (since inception), and has also emphasized vegan-friendly formulas. It operates a mix of retail presence (branded stores in many countries) plus heavy presence in multi-brand beauty retailers. Lip Products (Lipsticks, Gloss, Lip Liners): One of NYX’s signature strengths is in colorful and accessible lip items (lipsticks, glosses, liners). Eye Products (Eyeshadow, Eyeliners, Mascara): Their eye cosmetics line is extensive (shadow palettes, liners, mascaras, etc.). Face / Complexion (Foundations, Concealers, Powders, Blushes): They also compete strongly in base and finishing makeup (foundations, powders, bronzers, highlighters). Makeup Tools & Accessories (Brushes, Sponges, Tools): NYX provides tools and applicators (brushes, sponges) to complement its product lines. Primers & Setting Products (Primers, Setting Sprays, Fixers): To support long wear and performance, they offer primers, setting sprays, and finishing mists. Nyx Cosmetics Shopping Secrets Free shipping on $30+ orders NYX states that customers who spend $30 or more get free shipping on their U.S. site. Exclusive perks for account holders When you create an account, you unlock loyalty-only perks, early access, and special offers (including via text). Cruelty-free & vegan / inclusive beauty NYX markets vegan formulas and cruelty-free standards, which appeals to conscious buyers. Nyx Cosmetics FAQs What makes NYX Professional Makeup stand out in the beauty industry? NYX is known for delivering high-quality, professional-grade makeup at affordable prices, appealing to both everyday consumers and beauty enthusiasts. Does NYX offer cruelty-free products? Yes, NYX is a 100% cruelty-free brand, and many of their products are also vegan-friendly, making them a go-to for ethically conscious shoppers. What product categories are NYX most popular for? Their bestselling categories include lip products, eyeshadow palettes, and complexion essentials like foundations and setting sprays, all celebrated for bold color and performance.