NYX Professional Makeup, a budget brand with the payoff of higher-priced alternatives, started as a line that catered to professionals in the industry. And it still does. But now, the power of social media has allowed it to appeal to a vast market of influencers and their makeup-loving fans. It’s done this by creating affordable product for artists of all levels and by focusing on diversity within the makeup community.
You may know the brand’s story, but if not, here are the Cliff’s Notes: NYX Professional Makeup was founded in 1999 by Toni Ko in Los Angeles, catering to the burgeoning makeup artist community in SoCal. Ko sold the brand to L’Oral for $500 million in 2015, left her post at the cosmetics company, and is the brain behind millennial-centric brand Perverse Sunglasses. (She’s clearly got a knack for creating successful brands.)
NYX provides professional, trend-driven products at a price point that won’t break the bank. Think liquid lipsticks for $7 a pop, glitter pigments for $6, and eye shadow palettes around $15. Tribe Dynamics, a marketing technology company for lifestyle brands, reports that NYX was in the top five cosmetics brands for March 2017 when it comes to earned media value a benchmark metric which determines the earned publicity through digital word-of-mouth. In layman’s terms: people are talking up a storm about NYX online.
NYX (pronounced “niks”) was initially only sold in CVS, Target, and Ulta Beauty before opening its first retail location at Westfield Santa Anita in Arcadia, CA, in 2015. In the past 18 months, the brand has opened over 100 retail locations, including shops in France and Thailand, and it just added a storefront at The Miracle Mile Shops in Las Vegas. The stores were created with social media in mind, featuring large vanities with digital tutorials lead by influencers, so consumers can follow along while testing out products before they purchase. Lines for store openings frequently round the block and start overnight.
Image courtesy of popsugar.com