NYX Professional Makeup Partners with Paris Hilton and Saweetie to Launch "If You NYX [Professional Makeup] You Know" Campaign

Beauty Brand Reveals the Worst-Kept $6 Secret in the Industry

LOS ANGELES, June 16, 2025 /PRNewswire/ -- NYX Professional Makeup poses the question, "What do Paris Hilton, Saweetie, and millions of beauty lovers have in common?"

They are all obsessed with the brand's $6 Secret Weapon: NYX Professional Makeup Butter Gloss.

NYX Professional Makeup today announced the launch of "If You NYX [Professional Makeup] You Know," a cheeky campaign celebrating the beauty brand's pillars of professional quality, accessibility, and an extensive shade range. The campaign features global icons Paris Hilton and Saweetie starring in a variety of comedic sketches, educating audiences on how to never settle on both the quality and affordability of makeup—bringing the brand's personality to life.

For the past 25 years, NYX Professional Makeup has proudly built a devoted community of confident and budget-savvy "baddies" who are "in the know." The new IYNYK campaign was inspired by what the brand calls the worst-kept secret in the beauty industry: NYX Professional Makeup is the beauty brand of choice, with high-quality makeup at the best prices.

To bring the campaign to life, NYX Professional Makeup will premiere a series of short videos starring the celebrity talent on global social and digital channels, billboards, and retail takeovers beginning June 16. A social media campaign featuring international "baddies" sharing the secret from all over the world will follow, in which the brand illustrates the messaging of IYNYK. Featuring viral products including The Face Glue Gripping Primer and Setting Spray, Fat Oil Lip Drip, Butter Gloss, and the brand's latest innovation, Smushy Matte Lip Balm, NYX Professional Makeup has a product for every baddie, everywhere.

Paris Hilton, CEO of 11:11 Media, said, "I have always loved all things beauty and believe that quality makeup should be accessible for everyone. The most incredible products aren't always expensive and I can confidently say that NYX Professional Makeup offers quality makeup at the best prices—loves it!"

"I've been a NYX girlie since Day 1 when I was first learning how to do my makeup," said Saweetie. "This campaign is a beautiful full-circle moment for me, and I always have so much fun working with the icon herself Paris Hilton. Can't wait to see all the glam looks the ICY GRLs will be serving this summer."

Entertainment has long-been central to NYX Professional Makeup's marketing strategy over the years. The Gen-Z beloved brand has earned a reputation for its pop culture collaborations, changing the way beauty brands show up in uncharted territories. From becoming the first beauty brand to partner on a product collaboration with Netflix, to launching a Big Game commercial, to becoming the first beauty brand to release a musical album on TikTok, NYX Professional Makeup continues to innovate and evolve in pop culture.

"To put it simply, NYX Professional Makeup is in a different league of beauty," said Denee Pearson, Global Brand President. "No other makeup brand offers quality without some compromise. NYX Professional Makeup delivers professional-grade formulas, a diverse shade range, and an accessible price point—so you never have to choose. We were inspired by the fact that baddies from every background genuinely love and use our brand: you can always find a NYX Professional Makeup product even in the most expensive handbag! We wanted to share that message in a fun and unexpected way, and what better baddies could illustrate this than the original influencer, Paris Hilton, and the ultimate icy It Girl, Saweetie? They prove what our fans already know: why choose, when you can have it all? If you NYX, you know."

To learn more about IYNYK, visit nyxcosmetics.com.

About NYX Professional Makeup
NYX Professional Makeup is a modern, digitally native makeup brand at the forefront of today's emerging beauty trends. A leader in the global color cosmetics industry, NYX Professional Makeup is an affordable professional makeup line, offering every shade, color, and tool needed to create makeup artistry at every level. Rooted in a professional artistry heritage, NYX Professional Makeup boasts a successful multi-channel approach at the forefront of digital and retail. A social media pioneer, NYX Professional Makeup is one of the most influential and top-ranked brands, followed by top beauty vloggers, Instagram stars, and their millions of fans. Headquartered in Los Angeles, NYX Professional Makeup is a global brand available in more than 70 countries at thousands of retailers, including specialty beauty and fashion stores, freestanding shops, and beauty supply stores, as well as online at www.nyxcosmetics.com.

ABOUT 11:11 MEDIA
11:11 Media is a global, next-gen entertainment company at the center of pop culture – connecting content, community and commerce – founded by Paris Hilton and entertainment industry veteran Bruce Gersh in 2021. The company spans a broad array of businesses, including film, TV, audio, music, books, consumer products, and digital, with passion points around lifestyle, fashion, beauty, wellness, art, travel and more. Elevating brands, building communities, and driving social impact through the power of storytelling, experience, and products is the core mission of 11:11 Media.

SOURCE NYX Professional Makeup