NYX Professional Makeup

NYX Professional Makeup was founded in 1999 by Toni Ko in Los Angeles, California. Named after the Greek goddess of the night, the brand was initially developed as a professional-grade line available at more accessible price points than traditional luxury cosmetics. It quickly gained a cult following among makeup artists and beauty enthusiasts for its high-pigmentation products and extensive color ranges.

In 2014, the brand was acquired by the French personal care giant L'Oréal. Under L'Oréal's stewardship, NYX has expanded its global footprint significantly, transitioning from a niche professional brand to a global drugstore staple available in over 70 countries. While the research and development often occur in the United States and France, high-volume production is primarily handled by manufacturing partners in China and South Korea to maintain its competitive pricing strategy.