NYX Cosmetics
NYX Professional Makeup, a subsidiary of L'Oréal, was founded in 1999 in Los Angeles by Toni Ko. Named after the Greek goddess Nyx, the brand embodies the vibrant, creative spirit of LA, celebrating diversity and self-expression. Starting with a small range of affordable eyeliners and lip liners, NYX has grown into a symbol of empowerment for young women. Known for its high-quality, professional makeup at accessible prices, NYX's success is largely driven by its strong social media presence and digital-first marketing strategy, making it one of the fastest-growing cosmetic brands in the U.S.
