Industry Weekly

NYX makes its Vegas debut at the Miracle Mile Shops

NYX has skyrocketed to cult-like status among beauty devotees.
Photo: Christopher DeVargas

When NYX Cosmetics launched in 1999, word of the LA-based start-up traveled fast among makeup artists and industry professionals. Named after the Greek Goddess of the night, NYX (pronounced Nicks) quickly became famous for its quality products, sold at always-affordable prices.

Thanks to the brand’s innovative, social media-savvy marketing—the company has regularly used beauty bloggers and social media influencers as the faces of its campaigns—NYX skyrocketed to cult-like status among the world’s beauty devotees.

Founded by then-25-year-old Toni Ko (No. 57 on Forbes’ latest list of America’s Richest Self-Made Women), NYX was created to fill a void in the beauty industry. “I realized there was a gap between prestige brands sold in department stores and mass brands sold in drugstores, and there was not a great quality product with chic packaging at a wallet-friendly price point. It was my mission to close that gap,” she told Marie Claire after selling the company in 2014.

NYX, now owned by L’Oréal, opened its first Vegas location inside the Miracle Mile Shops at Planet Hollywood, ramping up the brand’s funky style. The shop’s gray, pink and black color scheme—complete with magenta-colored neon signs—is as modern as it is ’80s, and interactive screens help guests search for products like the weightless and creamy Lip Lingerie or the deeply pigmented Pin-Up Pout. From NYX’s breakout-item, the Jumbo Eye Pencil, to its popular Epic Ink Lip Dye, there’s something sexy, shimmery and fun for every taste. NYX Professional Makeup at the Miracle Mile Shops, 702-734-1019; Sunday-Thursday 10 a.m.-11 p.m., Friday & Saturday, 10 a.m.-midnight.

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Leslie Ventura is a staff writer at Las Vegas Weekly and Industry Weekly. She’s picked the brains of rock stars ...

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