NYX Professional Makeup continues its rise to near-iconic status as a drugstore brand that delivers high-quality products at an accessible price point. Known for its ability to connect authentically with the makeup artist and beauty influencer community—particularly creators of color—the brand’s latest initiative merges music and cosmetics in a dynamic way.
At the recent NYXTape Listening Party, hosted by NYX Professional Makeup at The Sun Rose at the Pendry Hotel in West Hollywood, California, rapper Saweetie attended and performed. The event also featured performances from artists 8AE, Dina Ayada, Snow Tha Product, Zeina, Ashley Mehta, and a DJ set by DJ Rosegold.
However, the real star of the night was the makeup itself. Founded in 1999 by Toni Ko as a one-woman operation with a $250,000 loan from her parents, NYX was created to fill a gap in the market by offering professional-quality cosmetics at drugstore prices. The brand quickly became a global success, generating $2 million in revenue in its first year. Expanding to over 70 countries, NYX was eventually sold to L’Oréal in 2016.
Now, NYX is continuing to innovate with NYXTape, a project that brings together music creators and makeup creators while reinforcing the brand’s presence on TikTok, where it has amassed nearly one million followers.
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“We continue to meet our community where they are: on TikTok, where music and makeup intersect,” said Denee Pearson, global brand president for NYX Professional Makeup, in a press release. “NYXTape gives us an opportunity to advocate for women in the music industry by supporting independent artists in a space where they can truly be heard.”
The NYXTape project is being released in partnership with TikTok’s music distribution and promotion platform, SoundOn, which helps artists earn royalties for their music and expand their reach. NYX is also the first brand to establish an artist profile on TikTok, allowing users to download tracks from the mixtape directly from its page.
The mixtape’s creation began last July when NYX gathered five artists for a three-day songwriting camp led by DJ Rosegold. The songs, co-produced with Warner Chappell Music producers, are inspired by NYX’s Spring 2025 product launches and culminated in a music video shoot. NYX bills itself as the first brand to create and distribute co-owned music on TikTok.
NYX has long linked itself to the music scene. Last year, the brand teamed with Cardi B for a Super Bowl ad promoting its Duck Plump lip gloss. It has also sponsored music festivals, created a viral “Buttergloss Pop” dance challenge for TikTok, and released an original song, Swipe, Slash, Beat, Repeat, as part of its Halloween campaign.
Beyond music, NYX has positioned itself at the forefront of cultural trends. Last fall, the brand launched a Mon-Star Bash campaign inspired by Universal Pictures’ classic movie monsters.
Prior to that, its Game Out Loud campaign raised awareness about anti-LGBTQIA+ bullying in online gaming spaces, with activations across platforms like Roblox and Twitch.
Here are the best selling NYX’s best-selling products which include:
Butter Gloss Non-Sticky Lip Gloss
The Brow Glue Instant Brow Styler
Slim Lip Pencil
Fat Oil Lip Drip
Buttermilk Blush
Lip I.V. Hydrating Lip Gloss Stain
Buttermilk Glaze Soft Glow Skin Tint SPF 30
Suede Matte Lip Liner
Slim Eye Pencils
Lip Lingerie XXL Matte Liquid Lipstick
The Face Glue Gripping Primer
The Face Glue Setting Spray
Honey Dew Me Primer
Micro Brow Pencil
The Marshmallow Smoothing Primer
Ultimate Shadow Palette
BluestScreen and SPF 30 Primer
