What happened to NYX Cosmetics?

October 13, 2025

NYX was founded in 1999 in Los Angeles by Toni Ko, who spotted a gap in the market: high-quality makeup at drugstore prices. Forbes+3Into The Gloss+3Wikipedia+3
She started with just 18 SKUs (6 eyeliners, 12 lip liners) with a small team. Into The Gloss+2Into The Gloss+2
Early on, NYX sold mainly to professionals and at trade shows, leveraging word of mouth among makeup artists. Into The Gloss+1
The name “NYX” comes from the Greek goddess of night — a fitting name for a brand in cosmetics. The Legacy Lab+1

NYX’s appeal was in quality, affordable pricing, and strong appeal to young consumers and creators. Allure+2BeautyMatter+2
In 2014, Toni Ko sold NYX to L’Oréal for $500 million. BeautyMatter+3Wikipedia+3Forbes+3
The acquisition came with a five-year non-compete clause for Ko. Wikipedia+1
Under L’Oréal, NYX continued expanding its presence globally and pushed into standalone retail stores beyond just being stocked in beauty chains. Wikipedia+3Wikipedia+3PR Newswire+3

Today, NYX Professional Makeup is the brand’s official global name, with products sold in over 70 countries. Wikipedia+2PR Newswire+2
It maintains a cruelty-free certification and many of its items are vegan-friendly. Wikipedia+1
NYX has embraced digital marketing, creator collaborations, and social media-first strategies to stay relevant with Gen Z. BeautyMatter+3Marketing Week+3Glossy+3
For instance, in 2025, they launched a Roblox takeover of Bayside High to engage users in the metaverse. PR Newswire
They also execute pop-culture tie-ins and campaigns — e.g. their “IYNYK” campaign featuring Paris Hilton and Saweetie to highlight affordability and inclusivity. DesignRush News

The Role of nyxcollection.com

You mentioned the domain nyxcollection.com. It’s important to note:

It is not the same as NYX Cosmetics / NYX Professional Makeup (which uses nyxcosmetics.com).
nyxcollection.com appears to be a different entity (likely a private brand or retailer) that is distinct from the original NYX.
If you intend to link or collaborate, be cautious about trademark issues — the official brand uses “NYX Professional Makeup” and is owned by L’Oréal.
On the official NYX “About Us” page, the brand highlights its cruelty-free, vegan options, diversity, and “no retouched photos” stance. NYX Cosmetics

In summary:

NYX started as an independent, trendy, budget-beauty brand built by Toni Ko.
It grew by filling a niche: quality makeup at lower prices, appealing to creators and makeup artists.
After the sale to L’Oréal, the brand kept its identity but scaled globally with more marketing, retail presence, and digital campaigns.
It remains influential, especially in youth and digital culture, constantly pivoting to stay relevant (e.g. metaverse activations).
Meanwhile, domains like nyxcollection.com exist but are separate from the official NYX brand.