What you need to know about professional cosmetics NYX
IN RUBRIC "HOW TO COLLECT THE COSMETIC" We talk about interesting cosmetics - cheap, expensive, rare, beloved by makeup artists and bloggers, suitable for simple and complex makeup - and accessories for her.
If you think that it’s impossible to earn two million dollars on selling cheap eyeliners, we rush to dissuade: this is exactly what entrepreneur Tony Co did in the first year of the NYX. In 1999, the 26-year-old Co. rented a small room in Los Angeles, relied on her many years of experience at her mother’s cosmetics store, and 15 years later she grew the brand with such charisma and sales volumes that she wanted to buy L'Oréal . By the way, this is exactly what Tony wanted: “My goal was, firstly, to provide the best possible cosmetics at an affordable price. Secondly, I once intended to sell the L'Oréal business.”
The success of NYX is amazing, and it is impossible to justify it only by the efficiency, honesty and originality of its founder. Ko herself, besides these three qualities, explains it by the fact that she was one of the first to start promoting cosmetics through social networks: "Previously, it was only possible to attract the attention of the buyer through traditional advertising, but YouTube and Instagram have changed everything. Now any user can see how makeup looks on your face, and learn the tricks of makeup artists. " In addition, NYX appeared at the right time: being a teenager and a young girl, Ko could not buy expensive cosmetics, and the quality of the mass market did not suit her. She threw all her strength into producing the products she herself lacked, and in the end NYX began selling in the Target and Ulta dragstores. In other words, professional cosmetics really became available.
NYX is really a powerful brand that does not stand still and develops in accordance with demand. The ubiquitous BB creams, which for Koh's native Korea were what, of course, appeared on the brand only a few years ago - because it was then that American buyers needed. When the Internet began to mourn without a great tool for sculpting, a cool-colored Powder Blush blush appeared, and Soft Matte Lip Cream matte liquid lipstick replaced many inaccessible Lime Crime Velvetines. Meanwhile, NYX not only goes on about, but also invents its own: the brand has pigments of all colors of the rainbow, colored mascara, strange lipsticks and the necessary accessories.
You can buy NYX at Russian online stores NYX Russia or Pudra (in the US, however, the choice is greater) or at any of the places listed on the site. Prices range from 190 rubles for a lip balm to 1300 for a primer and 2900 for a large set of all at once (this is the most expensive position in the range).
