NYX Professional Makeup
NYX Professional Makeup's Overview
NYX Professional Makeup is a modern, digitally-native makeup brand beloved by beauty enthusiasts and professional makeup artists alike. Founded in Los Angeles in 1999 by Toni Ko, NYX offers a vast range of high-quality, trend-forward, and cruelty-free cosmetics at affordable prices. Acquired by L'Oréal in 2014, the brand emphasizes self-expression, artistry, and inclusivity, catering to a diverse global community. NYX is known for its vibrant product lines, strong social media presence, and commitment to providing professional-grade makeup accessible to everyone.
Where is NYX Professional Makeup's Headquarters?
HQ Function
Serves as the primary operational hub for NYX Professional Makeup within L'Oréal USA's West Coast operations. Functions include brand management, product innovation, marketing strategy, and digital content creation for the Americas and potentially global coordination.
Notable Features:
Located within L'Oréal's modern West Coast campus, the facility is designed to inspire creativity and collaboration. It likely features state-of-the-art amenities such as makeup testing labs, content creation studios, and open, collaborative workspaces reflecting the dynamic beauty industry and NYX's digital-first approach.
Work Culture:
A fast-paced, trend-driven, and creative environment. The culture emphasizes digital innovation, inclusivity, a passion for makeup artistry, and social engagement. It reflects L'Oréal's broader commitment to excellence, consumer-centricity, and empowering beauty for all.
HQ Significance:
The Southern California location is strategically important, placing NYX at the epicenter of beauty, entertainment, and influencer culture. This allows the brand to stay ahead of trends, collaborate with key industry players, and connect authentically with its core audience.
Values Reflected in HQ: The headquarters' design and operations likely reflect NYX's core values: creativity, innovation, accessibility, inclusivity, digital fluency, and a commitment to professional-quality, cruelty-free beauty.
Location:
NYX Professional Makeup is a globally recognized brand, with its products available in over 70 countries across North America, Europe, Asia, Latin America, and other regions. This extensive reach is achieved through a multi-channel strategy including standalone NYX Professional Makeup retail stores in select markets, presence in major drugstores, beauty retailers, department stores, and a robust e-commerce platform. Global functions such as marketing adaptation, sales strategy, supply chain management, and customer support are managed through L'Oréal's extensive international infrastructure and regional hubs, ensuring consistent brand messaging while catering to local market nuances.
Street Address:
888 N Douglas St
City:
El Segundo
State/Province:
California
Country:
USA
NYX Professional Makeup's Global Presence
Clichy, Île-de-France, France
Address: 41 Rue Martre, 92110 Clichy, France
Drives the international vision, long-term development, and ethical and sustainability frameworks that guide NYX Professional Makeup's operations worldwide.
New York, New York, USA
Address: 10 Hudson Yards, New York, NY 10001, USA
Spearheads NYX's brand growth, retail partnerships, and consumer engagement strategies across the key North American beauty landscape.
Buying Intent Signals for NYX Professional Makeup
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Executive Team of NYX Professional Makeup
As of April 2025, NYX Professional Makeup' leadership includes:
Investors of NYX Professional Makeup
NYX Professional Makeup has been backed by several prominent investors over the years, including:
Executive New Hires/Exits in the Last 12 Months
Specific executive movements dedicated solely to the NYX Professional Makeup brand leadership (e.g., Global Brand President) are not frequently publicized as distinct news items. Such changes are typically managed within the internal structure of L'Oréal's Consumer Products Division. Public announcements are more common for very senior appointments at the L'Oréal divisional or group level that would have an overarching impact on brands like NYX. No major, publicly announced brand-specific C-suite equivalent hires or exits for NYX Professional Makeup have been identified in the last 12 months.
Technology (Tech Stack) used by NYX Professional Makeup
Discover the tools NYX Professional Makeup uses. Highperformr reveals the technologies powering your target accounts — helping your sales, marketing, and GTM teams prioritize smarter and close faster.
NYX Professional Makeup Email Formats and Examples
As NYX Professional Makeup is a brand within the L'Oréal Group, corporate employees working on the NYX brand typically use L'Oréal's standard email format. Customer service and some brand-specific communications may utilize @nyxcosmetics.com addresses, but most internal and B2B communications align with the parent company's structure.
[first].[last]@loreal.com
Format
sophie.martin@loreal.com
Example
80%
Success rate
News and media
Business Wire • December 19, 2023
NYX Professional Makeup Announces Cardi B as New Global Brand Ambassador
NYX Professional Makeup revealed Grammy-winning artist Cardi B as its new global brand ambassador. She will star in 2024 campaigns, starting with a promotion for the Duck Plump High Pigment Lip Gloss, featured in a Super Bowl LVIII commercial spot....more
PR Newswire • June 27, 2023
NYX Professional Makeup Drops Limited-Edition Barbie The Movie Collection
In celebration of the 'BARBIE' movie release, NYX Professional Makeup launched a limited-edition makeup collection inspired by the film. The collection includes various products like mini eyeshadow palettes, lip creams, and jumbo eye pencils, reflecting Barbie's iconic style....more
Glossy • May 31, 2023
NYX Cosmetics' Strategy for Reaching Gamers: 'We're always on'
NYX Professional Makeup discussed its ongoing strategy to engage with the gaming community through various activations, partnerships with streamers, and in-game integrations, highlighting its commitment to digital platforms and diverse audiences. This includes their 'Game Out Loud' Pride campaign....more
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