NYX Professional Makeup, founded in 1999 by Toni Ko in Los Angeles, is a cosmetics brand known for its high-quality and affordable makeup products. Named after the Greek goddess of the night, NYX initially catered to beauty professionals before expanding to mass-market outlets, offering "department store beauty" at accessible prices. The brand gained popularity quickly, starting with just a few eyeliners and lip liners, and has since grown to include a wide range of cosmetics.In 2014, NYX was acquired by L'Oréal, which allowed the brand to further expand its product line and open standalone stores globally. NYX offers a diverse selection of products, including lipsticks, eyeliners, foundations, and makeup tools. The brand is particularly popular among young women and is available at various retailers, including Ulta Beauty and Target. NYX is committed to being cruelty-free and offers vegan options, maintaining its reputation for vibrant colors and quality. Additionally, the brand provides educational services through its Masterclass program, collaborating with makeup artists and influencers to enhance consumer knowledge and skills.