If You Nyx [Professional Makeup], You Know! the “brand on everyone’s lips” is back to serve unlimited glossy, viral lip combos!
Nyx Professional Makeup announced the return of “If You Nyx, You Know” Volume 2. The next chapter of the global beauty brand’s annual campaign celebrates everything the brand’s “in-the-know” community already gets: Nyx Professional Makeup is the brand for pro-quality makeup at accessible price points, with a shade range that leaves no baddie behind.
As Gen Z’s beauty brand of choice, Nyx Professional Makeup is marking a major lip milestone with IYNYK Volume 2: more than 1 billion iconic lip combos served worldwide. From Butter Gloss to the viral Lip IV Stain Gloss, the brand’s cult-favorite lip lineup has become a staple for beauty lovers who know that quality isn’t defined by price.
Following the viral success of IYNYK Volume 1, which debuted last summer, Nyx Professional Makeup welcomes back global icon Paris Hilton and introduces a new roster of certified international “baddies” including pop artist Normani Kordei, social media sensations Gabriela Moura and Yusur Al-khalidi, and Love Island UK star Toni Laites.
The gloss-focused campaign is a love letter to Nyx Professional Makeup’s community of confident, savvy beauty lovers. Told through a series of cheeky, scroll-stopping videos, IYNYK Volume 2 celebrates the fans who have been in on the secret all along, while inviting new ones to get in on it too.
This time around, audiences are invited into the vibrant, high-shine world of the Nyx Professional Makeup Diner–a playful, Y2K-inspired beauty universe where iconic lip combos are always on the menu. Inside the bright pink diner, open 24/7 for every baddie, a fully blinged-out Paris Hilton is the “Gloss Boss” behind the counter, giving fans an insider’s look at the brand’s “worst-kept secret” while serving each it-girl her signature lip combo.
Paris Hilton, CEO of 11:11 Media, said, “Anyone who knows me knows I love lip gloss. It’s the finishing touch to every iconic look. I’m so excited to reunite with Nyx Professional Makeup for this next chapter and serve even more glossy, glamorous moments. Beauty has always been one of my favorite ways to express myself and this campaign is all about confidence, having fun and never passing a mirror without looking in it.”
“If you Nyx, you know that we’ve been the brand on everyone’s lips year after year,” said Denee Pearson, global brand president. “As the number one gloss brand, we wanted to create a campaign that celebrates our global community of baddies who have always understood that great makeup doesn’t require a high price tag. This campaign is our love letter to the baddies who have been in on the secret all along–and who doesn’t love a lip combo?!”
Rolled out July 15th, the campaign came to life across digital, billboards and retail, spotlighting viral favorites like Fat Oil Lip Drip and Butter Gloss, alongside newer must-haves including Lip Lingerie and Jelly Job. Consumers around the world can also expect immersive diner pop-ups, one-of-a-kind activations and more campaign moments designed to bring the Nyx Professional Makeup universe to life.
As the beauty brand of entertainment, Nyx Professional Makeup has built a reputation for iconic collaborations that continue to redefine how beauty shows up in pop culture. From partnerships with Netflix’s hit series Bridgerton to Warner Bros.’ Barbie: The Movie, the brand continues to raise the bar for unexpected, buzzworthy collaborations that dominate feeds and keep the beauty world watching.
To learn more about IYNYK, visit nyxcosmetics.com.
