NYX Cosmetics

What NYX Cosmetics does

NYX Cosmetics, operating commercially as NYX Professional Makeup, is a mass-market color cosmetics and beauty brand founded in 1999 and wholly owned by L'Oréal USA S/D, Inc. The company sells a permanent collection of professional-grade makeup and adjacent beauty products — including foundations, concealers, blushes, eyeshadows, brow products, lipsticks, lip oils, body oils, body butters, fragrance mists, and pro-artistry tools — at unit price points between $9 and $18. Its portfolio emphasizes cruelty-free formulations, vegan options, and one of the broader shade ranges in the mass segment, targeting mainstream consumers alongside professional makeup artists and pop-culture-driven buyers.

The brand operates a hybrid go-to-market combining direct-to-consumer e-commerce (nyxcosmetics.com), company-operated physical retail stores, and wholesale distribution through Ulta Beauty and Sephora across 19+ countries in North America, Europe, Asia-Pacific, and Latin America. Technology surface is limited but includes an AR-powered virtual try-on feature for lip and eye products, interactive shade/primer/brow finder quizzes, a free loyalty program (NYX Professional Makeup Access), and SMS/email retention loops with first-time-subscriber discounts. The company is headquartered in Los Angeles with operational ties to L'Oréal USA at 10 Hudson Yards, New York, and discloses 51-100 corporate employees — a lean footprint consistent with shared L'Oréal back-office services.

Revenue is generated through one-time unit sales of cosmetics and beauty products at mass-market price points, supplemented by limited-edition entertainment-IP collaborations (Bridgerton with Netflix/Shondaland; The Simpsons) that drive short-cycle demand. The business model is product-led growth: frequent SKU refreshes, influencer and social media activation, and pop-culture drops that feed both DTC and wholesale channels. No enterprise customers, subscription contracts, or recurring revenue streams are disclosed.

Name

NYX Cosmetics

Legal name

NYX Professional Makeup

Website

https://nyxcosmetics.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

51–100 employees

Short description

NYX Cosmetics is a L'Oréal-owned mass-market cosmetics brand selling cruelty-free, professional-grade makeup and body care products priced $9-$18 through DTC e-commerce, retail stores, and partners like Ulta and Sephora across 19+ countries.

Ownership category

akta.pro rank

Product category

Color Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA)

akta.pro secondary industries

Eyelash Tools (Curlers, Applicators) & False Lashes (CRABAKAC), Special Effects & Theatrical Makeup (SFX, Stage/Film, Face Paint, Prosthetic Color) (CRABACAH)

Keywords

• Affordable cosmetics
• Cruelty-free makeup
• Professional makeup brand
• Beauty and body care
• Mass market color cosmetics

Headquarters

HQ city

Commerce

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct Product Sales: NYX generates revenue through direct-to-consumer sales of cosmetics and beauty products via its e-commerce website and physical retail stores. Products are sold at accessible mass-market price points ranging from $9-$18, with one-time purchase transactions. The brand also offers a loyalty program (NYX Professional Makeup Access) to drive customer retention and repeat purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

NYX Professional Makeup manufactures and sells cruelty-free, professional-grade cosmetics and beauty products at mass-market price points (typically $9–$18). The portfolio spans face, eye, lip, and body products, distributed through its own e-commerce site, physical retail stores, and major retailers including Ulta Beauty and Sephora. The brand also operates a free loyalty program and offers AR-powered virtual try-on tools to support online purchase decisions.

Product overview

NYX Professional Makeup is a cruelty-free, affordable professional cosmetics brand offering a wide range of makeup and beauty products. The portfolio includes core face products (foundations, concealers, primers, powders, setting sprays, blushes, contours, bronzers, highlighters, color correctors), eye products (eyeshadows, eyeliners, mascaras, brow products, false lashes, glitter), lip products (lipsticks, liquid lipsticks, lip glosses, lip oils, lip liners, lip primers, lip stains, lip balms), and body products (body oils, body butters, fragrances, lotions, masks). The brand offers professional artistry tools and brushes, and features virtual try-on technology for online shopping. Key current products include the Lid Lingerie Cream Eye Pigment ($12), Wonder Snatch Concealer ($9), Buttermelt Blush ($11), Fat Matte Smooth Color Lipstick ($12), Fluff & Snatch! Brow Powder Pen ($13), Fat Oil Lip Drip ($10), and the Fat Oil Body collection including oils ($18), butters ($15), and fragrance mists ($15). The brand also offers interactive shade finder tools (Foundation Finder, Primer Finder, Brow Finder quizzes) and maintains a loyalty program (NYX Professional Makeup Access). NYX positions itself as accessible professional makeup for all skin tones, types, genders, and walks of life.

Differentiator

Problem solved

Functional benefit

Products and services

• Lid Lingerie Cream Eye Pigment Long-wear cream eyeshadow for sultry eyes in one swipe. Available in 10 matte and metallic shades at $12 each.
• Wonder Snatch Concealer Concealer with waterproof, fade-resistant formula offering up to 24HR hydration. Available in 23 longwear buildable coverage shades at $9 each.
• Buttermelt Blush High-pigment buttery soft powder blush infused with shea butter, mango butter, and almond butter. Fade and transfer resistant with up to 12HR wear. Available in 15 shades at $11.
• Fluff & Snatch! Brow Powder Pen Dual-ended brow pen for shaping and filling sparse brows. Available in 8 shades at $13.
• Fat Matte Smooth Color Lipstick Fat matte lipstick formula. Part of NYX's professional lip collection.
• Fat Oil Lip Drip Hydrating tinted lip oil best seller with 22 shades available at $10. Features scents including Suga Baddie, Caramelt Mami, Coconut Cutie, and Juicy Boo.
• Fat Oil Body Oil Body oil available in Suga Baddie (vanilla), Caramelt Mami (caramel and pistachio), Coconut Cutie (coconut and peach), and Juicy Boo (clementine and mango) scents. Clear glossy finish at $18.
• Fat Oil Body Butter Ultra-hydrating whipped body butter in Suga Baddie (vanilla) and Caramelt Mami (caramel) variants at $15.
• Hair & Body Fragrance Mists Fragrance mists for hair and body in four scents: Suga Baddie (vanilla), Caramelt Mami (caramel and pistachio cream), Coconut Cutie (coconut), and Juicy Boo (citrus). Available in Full Size and Jumbo Size at $15.
• Fat Cheeks Butt Mask Hydrating butt sheet mask for soft, supple, and radiant skin. Available at $10.
• Fat Oil Hand & Body Lotion Lightweight vanilla body lotion for glowing skin. Available at $12.
• NYX Professional Makeup Access Loyalty Program Free loyalty program offering insider advantages including 25% off first text subscription, free shipping on orders over $30, points, exclusive deals, and early access to new products for members.
• Bridgerton Collection Limited-edition Bridgerton collection for Valentine's Day featuring lip kits, skin illuminating products, and handheld mirrors. Partnership with Netflix and Shondaland. Second collaboration with the period drama franchise.
• The Simpsons Collection Limited-edition collaboration collection featuring Simpsons-themed makeup products.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Netflix / ShondalandcoreStrategic or Co-development Partner · 10 February 2026NYX Professional Makeup launched a limited-edition Bridgerton collection for Valentine's Day 2026 in partnership with Netflix and Shondaland. The collection features lip kits, skin illuminating products, and handheld mirrors. This marks the second collaboration between NYX and the Bridgerton franchise, aligning with the Season Four premiere. The partnership is part of NYX's strategy to strengthen presence at the intersection of beauty and pop culture through entertainment collaborations.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• e.l.f. Beauty: Mass-market, affordable, cruelty-free color cosmetics brand with strong DTC and social media engine — the closest comparable on price architecture, distribution, and Gen Z positioning to NYX.
• Maybelline: L'Oréal's flagship mass-market color cosmetics brand; competes with NYX in nearly every category at similar drugstore price points — same parent company but directly comparable product mix.
• CoverGirl: Iconic mass-market color cosmetics brand with broad drugstore distribution and similar inclusive positioning — directly comparable price points and channel mix to NYX.
• ColourPop: Digital-first, affordable color cosmetics brand with rapid product drops and strong Gen Z appeal — overlaps with NYX on price, innovation cadence, and cruelty-free positioning.
• Wet n Wild: Drugstore mass-market color cosmetics with $1–$10 pricing — directly competes with NYX on value tier and shelf placement in mass retailers.
• Milani Cosmetics: Mid-tier mass-market color cosmetics with strong Ulta presence — comparable on price points, inclusivity messaging, and category mix to NYX.
• Revolution Beauty: UK-headquartered affordable beauty brand with strong global e-commerce — directly comparable on price architecture, shade inclusivity, and multi-country DTC execution.
• BH Cosmetics: Affordable, trend-driven color cosmetics brand with palettes and pro-artistry focus — overlaps with NYX's PRO ARTISTRY segment and value positioning.
• Morphe: Affordable color cosmetics with strong influencer and pro-artist heritage — directly comparable to NYX on price points, palette-heavy assortments, and content-led marketing.

Broad incumbents

• Fenty Beauty: Premium-mass color cosmetics brand that redefined inclusive shade ranges; competes with NYX for the same inclusive, younger consumer but at higher price points and through Sephora-led distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/nyxcosmetics
• Facebookfacebook.com/NyxCosmetics
• Xx.com/nyxcosmetics
• YouTubeyoutube.com/user/NYXCosmetics
• LinkedInlinkedin.com/company/nyx-cosmetics

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about NYX Cosmetics