NYX

NYX Cosmetics was founded in 1999 by the then 25-year-old Toni Ko. She got the idea for NYX - which is pronounced 'Niks' and is named after a Greek goddess - because she became aware that there was a big difference between the expensive high-end cosmetic brands and the cheaper and more widespread brands, both in terms of price and quality. Her mission thus became to create a make-up brand which could both deliver on quality, but which at the same time remained at an attractive price range.

The first product was the famous NYX eyeliner and NYX eyeshadow combination, the Jumbo Eye Pencil. Back then it was only available in white, but is now available in 32 different colours. Initially, the brand was only available to professional make-up artists, but quickly became known in the community of budding make-up artists and in the film industry. The rumor about the new quality brand was spread mainly via YouTube tutorials and blogs. Today, YouTubers and bloggers are still an important part of the spread of NYX Cosmetics. In connection with new NYX launches, makeup gurus from both YouTube channels and blogs are invited to the head office in LA, where they act as consultants and give feedback on new NYX products. NYX never uses models to promote their products. In contrast, it is exclusively bloggers and YouTubers who give their honest reviews on the colors, durability and quality of NYX's products. According to Toni Ko, it is therefore extra important that each launch has a clear purpose and can meet the users' wishes and needs - which usually also has to do with high quality at affordable prices. Another advantage of promotion and feedback via YouTubers is that NYX can see how their products are being used by their customers.

Today, NYX is not only popular among professional and budding makeup artists; it is largely a recognized and loved makeup brand by ordinary consumers, and can be bought in stores worldwide. The large selection in the NYX range makes it possible to play with colors in a completely new way - both for everyday life and for festive occasions.

Among NYX absolute bestsellers, we can mention the NYX palette Strobe Highlighters Palette, which is loved for its long durability and smooth texture, as well as the NYX Concealer Jar, which comes in 12 shades, feels light on the skin and has a natural finish. In addition, NYX is also known for its many different lip products, such as NYX Soft Matte Lip Cream and Voltage Lipstick, which are available in a multitude of colors. Also on the bestseller list is the much talked about alternative NYX lipstick and lip balm, NYX Butter Lipstick. It is praised to the skies by both professional make-up artists and YouTubers for its moisturizing qualities and glossy finish – and like so many other NYX products, it is of course available in different colours.

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