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It seems like NYX Cosmetics exploded onto the scene overnight, creating an absolute frenzy amongst beauty enthusiasts. NYX quickly made a name for itself as a company dedicated to releasing an ever-impressive and innovative line of makeup products, and is regularly celebrated for its bold, wearable shades and affordable prices. Models regularly pop up in editorials sporting its illuminating sticks, ombre blushes, Cosmic Metals Lip Creams, and even nail art.
But how much do we really know about the most talked-about cosmetics company of the last decade?
Here are 7 fun facts about NYX Cosmetics.
[All Photos: NYX Instagram]
1. NYX is older than you probably think — Toni Ko founded NYX in 1999. The Los Angeles native, who moved to California from South Korea when she was 13, grew up learning about fabrics and wholesale beauty while working in her family's business, but quickly realized there was a gap between the quality of drugstore and luxury beauty products. She started NYX in an attempt to lessen the gap (and it obviously worked!). At first, she focused on selling quality, cheap eye and lip pencils to local makeup artists and at trade shows, but word spread like wildfire that she had a special vision.
[Photo: NYX Instagram]
2. NYX enjoys a working relationship with beauty bloggers and vloggers — One of the reasons the company is so wildly successful is because it values its partnership with online beauty influencers. Bloggers and vloggers are often invited to the company's LA headquarters to sample products and provide feedback. As a result, NYX has been able to retain its cool girl/guy status despite going mainstream and being scooped up by major retailers like Ulta, Target, and Urban Outfitters. Smart!
[Photo: NYX Instagram]
3. Ko set her sights on Ulta — Ko knew she wanted to break NYX into a mega store, but she was realistic about the limitations of Sephora, which carries a number of high-end products. From early on, the entrepreneur set her sights on Ulta, a Midwestern chain that has about 200 outlets and features both affordable and pricey beauty products. The store slowly started testing her products in 2008 and 2009 and they did so well that NYX was given more shelf space in 2010. The rest is history.
[Photo: NYX Instagram]
4. NYX is officially a L'Oreal brand now — Ko did an amazing job growing NYX, but the ultimate payoff came in 2014 when she sold the company to L'Oreal for a rumored $500 million. The move has helped get NYX products into more stores and into the hands of beauty lovers across the country.
[Photo: NYX Instagram]
5. NYX is pronounced "niks" — Even the most dedicated fans of the brand are sometimes mystified when it comes to how to pronounce the company's name. It's "niks," which refers to the Greek goddess of the night who was so beautiful even Zeus quaked in her presence. Not a bad company mascot!
[Photo: NYX Instagram]
6. NYX is a cruelty-free company — NYX has been a member of PETA's Beauty Without Bunnies program since 2010 and remains committed to never testing its products on animals, even after being acquired by L'Oreal.
[Photo: NYX Instagram]
7. Its bestsellers are trend-setting products — Some makeup companies always seem to sell out the same tube of classic red lipstick or reliable black liquid eyeliner. While NYX certainly boasts its share of new classics, fan favorites just so happen to be trend-setting products like Stroke of Genius Illuminating Palette, HD Finishing Powder, Macaron Lippies (innovative shades include Citron, Earl Grey, Key Lime, and Orange Blossom), and the incredibly smooth Jumbo Eye Pencil collection, which has 32 shades but counts white as its bestseller for its amazing highlighting powers.
For more beauty tips, check out 6 Drugstore beauty rip-offs every woman should avoid and The one thing you should always do before applying a face mask.
[Photo: NYX Instagram]
