All Direct to Consumers Insights > NYX - The beauty community awarded

NYX - The beauty community awarded

The Vision

Favorable Conditions

Growing up in a hard-working family, Toni Ko created what is today one of the biggest and fastest growing beauty brands in the US. Her vision was to create a line of high quality, on-trend professional beauty products at drugstore prices.
At the age of 25, she invested the $250K seed money her parents gave her for her project, dealt with all the R&D by herself, pushed her suppliers to create each product to her exact specifications and sold her brand through her parents’ beauty supply. The economic crash in 2008 encouraged people usually spending hundreds, to discover drugstore alternatives such as NYX.
How they're doing it

NYX x Face Awards

NYX has a large portfolio of products counting up to 2500 different products and an exceptional range of colours, which led L’Oréal to acquire the brand. NYX fans are extremely passionate and the brand listens very closely to their requirements and expectations.
Both beauty bloggers and professional makeup artists rave about the brand's innovative products and love that the company has kept its prices low, even as its range has expanded.

The beauty community awarded

The power of NYX comes mostly from the FACE Awards initiative – the Fine Artistry of Cosmetic Elites Awards - for which beauty vloggers create themed challenge videos and compete for a $50,000 award determined from votes by the public.
In 2013, the FACE Awards generated 120 m views of videos mentioning NYX, creating free exposure for the brand on YouTube.
The awards have helped catapult many talented makeup artists into the spotlight. Many mainstream vloggers join in on the fun but most of the best tutorials come from indie makeup artists that barely have 10K subscribers to their channels.

Mastering social media

“NYX is a dynamic company that has done a tremendous job of harnessing the power of social media, digital marketing and multi-channel distribution” - Frédéric Rozé, President and CEO of L’Oréal USA

NYX's DNA: Cultivating relationships

NYX considers its fans to be the first port of call. Before something is even a finished product or a finished idea in their minds, they share it via social media to see how the fans react because they know how powerful they are.
Most of the content that NYX uses is generated by its consumers and in exchange they give them the tools enabling the fans to makeup and create content by themselves.
They consider that building a relationship and making their fans feel invested in the brand is an essential element which leads to success.
Their main focus is to get the brand out there, make it visible and let the fans touch and feel the products. They work in close cooperation with online partners such as YouTubers, bloggers and vloggers and continue working with consumers to see where they see the brand fitting best.
The creation
NYX logo
Nascent videos on YouTube about NYX made by young people conducting makeup tutorials and reviewing cosmetics made a quick appearance after NYX’s first successes. Realizing this was the future, Ko sent freebies to social media stars. By 2009, Ko had 6 feet of space in each store and now the brand is globally available in over 70 countries in thousands of retail shops.
In 2014, L'Oréal acquired NYX and is expanding it worldwide. NYX is today one of the most exposed beauty brands on YouTube generating nearly 138m views (2014). End 2016, the global rollout of NYX was a highlight for the consumer-products unit, which posted like-for-like sales growth of 4.7%.

We have a playbook highlighting key lessons of these success stories

Inspire yourself with these new strategies


What are successful brands doing