Founded in California in 1999, NYX Cosmetics is the brainchild of Toni Ko. Born and bred in a beauty industry family from California, Ko began experimenting with cosmetics in her teens and by her 20s was determined to create a line of quality products that were fun, trendy, and ultra-stylish but more importantly, that were affordable. And thus, NYX was born.

Named after the ancient Greek goddess Nyx, who is, like many of the company's die-hard followers, a ruler of the night, the company has grown enormously in the past decade, now available in more than 40 countries at some of the most exclusive retailers in the world. Known for its wide array of shades and tones, NYX is a beloved brand favoured by many of the most famous makeup artists, celebrities, and trendsetters across the globe.