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Brand Awareness: NYX Cosmetics


NYX / Niks/ Noun: Goddess of the night.

Another inexpensive brand that really needs no introduction since it is so popular. The company was founded in 1999 by Toni Ko. Hers is a success story since "she is a first generation in America, having immigrated to Los Angeles from Korea at the age of 13 and didn’t speak a word of English. Toni started NYX from a 600 square foot space in California at the age of 25 – when she realized there was a gap in the cosmetic markets between prestige brands sold in department stores and mass brands sold in drugstores. Her goal was to offer professional, richly pigmented products at affordable prices. Initially, she sold just one product: makeup pencils. That first year, she generated over two million dollars in sales with just 1 employee – her. Soon her products were flying off the shelves at retail giants like Target TGT +0.00%, CVS and Ulta"[1].

In 2014 the company was sold to L'Oreal. Their site says: "NYX Professional MakeUp, named after the Greek goddess who ruled the night and symbolized beauty and power, is known for high-quality, professional makeup at accessible prices. A leader in the massive color cosmetics industry, NYX is defined by exceptional quality products with rich pigments and high payoff. Featuring a range of classic, seasonal, and on-trend cosmetics, NYX is a must-have among beauty lovers and professional makeup artists. The brand began with artistic inspiration, a single product and a vision. While headquartered in the heart of Los Angeles, NYX is a global brand available in over 70 countries at thousands of retailers consisting of specialty beauty and fashion stores, freestanding shops, and beauty supply stores as well as on www.nyxcosmetics.com". In the Forbes article referenced prior, Ko says it was her goal from the beginning to one day sell the brand to L'Oreal.

In Barbados NYX is everywhere, the very last retailer coming on board being Cave Shepherd - after L'Oreal bought NYX, so that makes sense. Prices vary from store to store but by and large it's still an affordable brand. One of its strengths is the seemingly constant release of new products. Ko credits aggressive marketing on social media as part of the brand's growing success. Surely you've seen the huge PR packages they send to YouTube beauty vloggers and contestants in their now annual Face Awards. NYX says they are cruelty free though it must be noted that the parent company is not.

NYX The Go To Palette www.modenmakeup.com
NYX HD Primer www.modenmakeup.com
Seen in #1 Beauty Supply

NYX HD Finishing Powder www.modenmakeup.com
NYX Blushes www.modenmakeup.com
Seen in Paradise Beauty Supply 

NYX Blotting Powder www.modenmakeup.com
NYX Runway Chic Eyeshadow set www.modenmakeup.com
Seen in Cave Shepherd

NYX Girls nail polish www.modenmakeup.com
NYX Macaron Lipsticks www.modenmakeup.com
Seen in Moda Per Siempre

Regular readers know #TeamModen is a big fan of many NYX products. To date, their Butter Glosses are still my favourite inexpensive ones

NYX Butter Glosses www.modenmakeup.com
L - R: 'Apple Strudel', 'Praline', 'Cupcake', 'Raspberry Tart' and 'Red Velvet'
[Click photo to shop]

Both Heidi and I have done posts featuring the Soft Matte Lip Creams. Generally the lip products are a hit.

NYX Lip products www.modenmakeup.com
[Click photo to shop]

Missing from the photo above is the Black Label 'Sand' lipstick which I still consider a perfect nude shade.

Another lip product that is #TeamModenApproved is the lip liners. 'Plum' is my absolute favourite but Lasonta says I gotta try 'Toast'. I'm still looking for it girl. You don't need to spend money on high end lip liners unless it's a really unique shade.

NYX Lip Liners www.modenmakeup.com
[Click photo to shop]

A category that they've definitely improved on is their eyeshadows. I'm no expert but I did find the earlier renditions to be not very pigmented and they blended away too easily. Especially their trios and palettes; not so much the singles. Now the Nude Matte and Prismatic shadows are widely raved about and even the new palettes are getting favourable reviews. 'Dance The Tides' is a beautiful transition shade for black women. 

NYX eyeshadows www.modenmakeup.com
Love In Rio 3 Color Shadow Palette 'Escape With Rico', 
L - R: Nude Matte Shadow 'Dance The Tides', Eyeshadows: 'Volcano' and 'Rust'
[Click photo to shop]

I haven't even touched on complexion products but I hope you get the point that the brand is very extensive. Check the links below for more NYX product features.

NYX Girls Nail Polishes www.modenmakeup.com
NYX Cream Blush 'Diva' www.modenmakeup.com
NYX HD Eye Shadow Base and Wonder Pencil www.modenmakeup.com


There's no way I could afford to try everything but I do look out for those new releases.

NYX Micro Brow Pencil 'Espresso' and 'Control Freak' Eyebrow Gel www.modenmakeup.com

 Let me know your favourites in the comments.

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