NYX DARIEN () is an American cosmetics company that is a
subsidiary
A subsidiary, subsidiary company, or daughter company is a company (law), company completely or partially owned or controlled by another company, called the parent company or holding company, which has legal and financial control over the subsidia ...
of
L'Oréal
L'Oréal S.A. () is a French multinational personal care corporation registered in Paris . The company was founded in
Los Angeles
Los Angeles, often referred to by its initials L.A., is the List of municipalities in California, most populous city in the U.S. state of California, and the commercial, Financial District, Los Angeles, financial, and Culture of Los Angeles, ...
by
Toni Ko
Toni Ko (born 1973) is an American businesswoman and founder of NYX Cosmetics. She currently works in Los Angeles. She founded her company in 1999 and expanded it until she sold it to L’Oréal in 2014 for $500 million. She lives in Los Angeles ...
in 1999. It was named after
Nyx
In Greek mythology, Nyx (; ) is the goddess and personification of the night. In Hesiod's ''Theogony'', she is the offspring of Chaos, and the mother of Aether and Hemera (Day) by Erebus (Darkness). By herself, she produces a brood of children ...
, the Greek goddess of the night.
NYX Professional Makeup is "certified" and acknowledged by
PETA
People for the Ethical Treatment of Animals (PETA; ) is an American animal rights nonprofit organization based in Norfolk, Virginia, and led by Ingrid Newkirk, its international president.
Founded in March 1980 by Newkirk and animal right ...
as a cruelty-free brand, and they offer a wide range of
vegan
Veganism is the practice of abstaining from the use of animal products and the consumption of animal source foods, and an associated philosophy that rejects the commodity status of animals. A person who practices veganism is known as a ve ...
-friendly products. NYX products are sold in over 70 countries at thousands of retailers, ranging from specialty beauty and fashion stores to freestanding shops and the brand's corporate website.
History
Founding and early history
Toni Ko founded NYX Cosmetics in 1999 when she was 25 using a $250,000 loan from her parents.
Ko knew a guy from New Jersey who made pencils, from there, she started with six eyeliners and 12 lip liners, priced at $1.99 and was sold out in less than 30 days. The company's first products were jumbo eye pencils,
which brought in revenue of $2 million within the first year.
The products were initially sold only to beauty professionals before Ko expanded sale to mass-market outlets.
The products were marketed as having "department store beauty" while being sold at "drugstore prices."
[
In 2011, NYX launched the Freedom and Artistry for Creative Expression (FACE) awards competition.
Sales in 2014 were $120 million.]Ulta Beauty
Ulta Beauty, Inc., formerly known as Ulta Salon, Cosmetics & Fragrance Inc. and before 2000 as Ulta3, is an American chain of cosmetic stores headquartered in Bolingbrook, Illinois. Ulta Beauty carries both high- and low-end cosmetics, fragra ...
carries mass market NYX products.
L'Oréal acquisition and recent history
In 2014, Ko sold NYX to the French beauty company L'Oréal
L'Oréal S.A. () is a French multinational personal care corporation registered in Paris for $500 million.[ The sale had a five-year ]non-compete clause
In contract law, a non-compete clause (often NCC), restrictive covenant, or covenant not to compete (CNC), is a clause under which one party (usually an employee) agrees not to enter into or start a similar profession or trade in competition again ...
.
Partnerships
On March 6, 2019, NYX announced their first exclusive cosmetics sponsorship of the 2019 Coachella Valley Music and Arts Festival
Coachella (officially called the Coachella Valley Music and Arts Festival and sometimes known as Coachella Festival) is an annual music and arts festival held at the Empire Polo Club in Indio, California, in the Coachella Valley in the Colora ...
.esports
Esports (), short for electronic sports, is a form of competition using video games. Esports often takes the form of organized, multiplayer video game competitions, particularly between professional players, played individually or as teams. ...
organization Dignitas announced NYX as its "official beauty partner", including branded content via its women's esports platform Radiant, and sponsorship of its women's '' Counter Strike: Global Offensive'' and ''Valorant
''Valorant'' is a 2020 First-person shooter, first-person tactical shooter, tactical hero shooter video game developed and published by Riot Games. A free-to-play game, ''Valorant'' takes inspiration from the ''Counter-Strike'' series, borrow ...
'' teams.
References
External links
*
is NYX cruelty-free
*
{{L'Oreal Brands
1999 establishments in California
Cosmetics companies of the United States
American companies established in 1999
Chemical companies established in 1999
L'Oréal brands
2014 mergers and acquisitions
Nyx
Companies based in Los Angeles
American subsidiaries of foreign companies