NYX PROFESSIONAL MAKEUP

NYX Professional Makeup, founded in 1999 by Toni Ko in Los Angeles, is a globally recognized cosmetics brand celebrated for delivering high-quality, professional-grade products at accessible prices. Named after the Greek goddess of the night, NYX gained popularity for its richly pigmented offerings and commitment to cruelty-free practices, earning PETA certification in 2015. Acquired by L'Oréal in 2014, the brand has expanded its presence to over 70 countries, including the Middle East, where it opened its first boutique in Abu Dhabi in 2017. NYX is known for its digital-first approach, engaging with a diverse community through social media, virtual tutorials, and innovative collaborations, such as its partnership with Cardi B for the brand's 25th anniversary. With a focus on inclusivity, self-expression, and sustainability, NYX continues to empower makeup enthusiasts worldwide.