Founded by Toni Ko, NYX Cosmetics was created with the intention of bridging the gap between professional make up brands and inexpensive, mass produced brands of a poorer quality. Toni Ko succeeded in producing a high quality yet affordable range of beauty products that first gained popularity with professional make up artists through exhibiting at trade shows.
NYX was born in 1999, with love, in LA – the land of makeup and makeovers – where everyone can make it. A colorful city where people fulfill their creative dreams, where diversity is the norm, and self-expression is celebrated. From the coast to the valley to the glammed-up core, LA’s colorful personality is their home, their heart, and their muse
Due to this success, the brand was acquired by L’Oreal in 2014, but the company continues to operate out of their headquarters in LA making sure they’re at the centre of trend progression in Hollywood’s professional makeup industry.