NYX Professional Makeup
| Company type | Subsidiary |
|---|---|
| Industry | Cosmetics |
| Founded | January 1, 1999 in Los Angeles, California, United States |
| Founder | Toni Ko |
| Headquarters | Los Angeles , United States |
Area served | Worldwide (over 70 countries) |
Key people | Toni Ko (founder) |
| Products | Cosmetics (including lipsticks, lip glosses, mineral foundations, eyeliners, lip liners) |
| Parent | L'Oréal |
NYX DARIEN () is a U.S.-based cosmetics brand operating as a subsidiary of L'Oréal. Established in 1999 in Los Angeles by entrepreneur Toni Ko, the company draws its name from Nyx, the Greek deity representing night. Recognized by PETA for its cruelty-free stance, NYX Professional Makeup also features an extensive selection of vegan products. The brand’s offerings reach consumers in more than 70 countries, available through specialty retailers, standalone boutiques, and its official online platform.
Origins and initial growth
At 25 years old, Toni Ko founded NYX Cosmetics in 1999 with a $250,000 loan from her family. The debut collection consisted of six eyeliners and twelve lip liners priced at $1.99 each, selling out completely within a month. The launch products—primarily jumbo eye pencils—generated $2 million in revenue during the first year. Originally catering to beauty industry professionals, Ko broadened distribution to mass-market channels, positioning NYX as delivering "department store quality" at "drugstore prices."
In 2011, the brand introduced the Freedom and Artistry for Creative Expression (FACE) awards to foster emerging artistic talent.
By 2014, NYX achieved sales totaling $120 million, with mass-market availability through prominent retailers such as Ulta Beauty.
Acquisition by L'Oréal and developments
French cosmetics leader L'Oréal acquired NYX in 2014 for $500 million, accompanied by a five-year non-compete agreement. Under L'Oréal’s ownership, NYX expanded its product portfolio to include items like lipsticks, lip glosses, and mineral foundations. Beginning in 2015, the company opened dedicated physical stores across various countries including Australia, Canada, France, Germany, India, the United Kingdom, and the United States. By 2016, NYX reported a 4.7% increase in annual sales and launched the NYX Professional Makeup line.
In September 2018, NYX enhanced consumer engagement through Masterclass—an online education platform featuring sessions led by professional makeup artists and prominent beauty influencers—aimed at users across all skill levels seeking expert makeup instruction.
Partnerships
On March 6, 2019, NYX became the exclusive cosmetics sponsor of the Coachella Valley Music and Arts Festival. This collaboration showcased cutting-edge digital beauty experiences on location, including interactive beauty bars and immersive themed installations designed to boost brand presence among youthful and trend-conscious festival attendees.
On June 23, 2021, esports organization Dignitas appointed NYX as its "official beauty partner," incorporating branded content within its women’s esports division Radiant and sponsoring its female Counter-Strike: Global Offensive and Valorant teams. This alliance illustrates NYX’s strategic efforts to penetrate emerging markets and digital arenas to expand its audience and strengthen its market position.
External links
- Companies founded in California in 1999
- United States cosmetics manufacturers
- American firms founded in 1999
- Chemical industry companies established in 1999
- Brands under L'Oréal
- Mergers and acquisitions in 2014
- Nyx
- Los Angeles-based companies
- American branches of international corporations
- American companies established in 1999
- Companies of the United States by year of establishment