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. Sales in 2014 were $120 million.
Ulta Beauty carries mass market NYX products.
L'Oréal acquisition and recent history In 2014, Ko sold NYX to the French beauty company
L'Oréal for $500 million. NYX Cosmetics continues under other management as a part of L'Oréal, and now provides products including lipstick, lip gloss, and mineral foundation. NYX currently operates standalone stores in Australia, Austria, Armenia, Belgium, Canada, Chile, Croatia, Estonia, France, Germany, India, Latvia, Lithuania, Romania, Serbia, Spain, the UK, and the USA. In 2016, NYX reported annual sales growth of 4.7 percent and launched NYX Professional Makeup. In September 2018, NYX launched Masterclass, an exclusive online educational content library featuring a group of professional makeup artists and top beauty vloggers. The program aims to provide consumers of all skill sets with accessible, professional-grade makeup education. ==Partnerships==