In the past few years the colour cosmetics brand NYX, that hails from sunny L.A., has become a UK phenomenon amongst diehard beauty bloggers, vloggers and makeup enthusiasts, whom have conferred onto the brand a cult status – and now the brand is looking to introduce its magic to the masses!
NYX was established in 1999 by entrepreneur Toni Ko, who had a vision for creating a line of high quality, on-trend professional colour cosmetics at attractive prices. She spotted a gap between the premium and the mass market and initially started her brand with just a line of eyeliners!
Rooted in professional makeup artistry and driven by an impactful social media and grassroots marketing strategy, NYX has become one of the fastest growing colour cosmetics brands in the United States, reaching an expanding segment of socially connected consumers and was snapped up by L’Oréal last summer.
The brand’s UK communications and brand strategy is headed by the wonderful Irene Moore and she invited a number of bloggers, vloggers and MUAs to find out more about the offering. We attend a beauty playground filled with colour, hosted at the IceTank studio in Central London.
NYX prides itself on its quality and targeted the professional MUA when it first launched..and if it was good enough for them, it was bound to be good enough for us all!
There is everything a makeup loving girl could want in this brand, foundations, bronzers, fixers and primers, eye products, lips and also the tools of trade to help you complete your look! The highly pigmented colour products look amazing on darker skin as showcased below…
Photoboothtingz! Fun at the @nyxukcosmetics showcase! I am wearing the Aria lipstick with a touch of Temptress! Hair still looking fab if I say so myself Installed by Audrey of @atouchprofessional using the new @sensationneluk @spellmagazine Reggae Braid! #brownbeauty #beauty #beautychat #makeup #lipstick #bbloggers #colour #cosmetics #fun
Of course, I was keen to find out about the foundation offering for the Woman of Colour, thus it was great to see that the range does cater for a variety of skin tone with products of differing textures and finishes. I understand that the brand will be adding to this current ranges, so do look out for an update!
After the fun and frolics of the afternoon, we left with a generous goodie bag full of the brand’s bestsellers! I particularly have taken a liking to the Butter Glosses and the Jumbo Eye Pencils!
I will be doing a full review of the foundations shortly – but in the meantime, keep up to date with all of NYX’s ‘fabulosity’ via their UK Instagram page!