#USA #Los Angeles #Paris Hilton #NYX Makeup #Saweetie

NYX Professional Makeup Collaborates with Paris Hilton and Saweetie

NYX Professional Makeup has recently launched an exciting new campaign titled "If You NYX [Professional Makeup] You Know", featuring global icons Paris Hilton and Saweetie. The campaign aims to celebrate the brand's commitment to professional quality makeup that does not break the bank. By posing the question, "What do Paris Hilton, Saweetie, and millions of beauty lovers have in common?", the campaign emphasizes the shared obsession with the brand's renowned $6 Secret Weapon—the NYX Professional Makeup Butter Gloss.

For 25 years, NYX Professional Makeup has been a pillar in the beauty industry, cultivating a vibrant community of confident and budget-conscious "baddies" who know they can trust the quality offered by NYX. The latest campaign is inspired by what the brand describes as the industry's worst-kept secret: that NYX Professional Makeup is the go-to choice for affordable, high-quality cosmetics.

The campaign premiere involves a series of humorous short videos showcasing Paris Hilton and Saweetie—a dynamic duo that brings the brand's lively personality to the forefront. The videos will roll out on various global social media platforms, digital channels, billboards, and through retail promotions starting June 16. Following the launch, a social media initiative will engage fans worldwide, creating a buzz around the cosmetics that millions love.

The NYX Professional Makeup lineup features a range of popular products, including the Face Glue Gripping Primer and Setting Spray, Fat Oil Lip Drip, their iconic Butter Gloss, and the new Smushy Matte Lip Balm—all cryptic signs that this beauty brand has something for every "baddie".

Paris Hilton, the CEO of 1111 Media, expressed her long-standing appreciation for the makeup brand. She stated, "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!" This sentiment is echoed by Saweetie, who shared her personal connection to the brand. "I've been a NYX girlie since Day 1 when I was first learning how to do my makeup," she said. "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."

NYX Professional Makeup has successfully leveraged entertainment to fuel its marketing efforts over the years, becoming a favorite among Gen-Z consumers. The brand has undertaken unique collaborations, including being the first beauty brand to partner with Netflix and being part of a Big Game commercial. They even made headlines by releasing a musical album on TikTok, showcasing their innovative approach to blending beauty and pop culture.

Denee Pearson, the Global Brand President of NYX Professional Makeup, elaborated on the brand's distinct place in the cosmetic landscape, stating, "To put it simply, NYX Professional Makeup is in a different league of beauty. 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."

By sharing a fun and unexpected message through their collaboration with Paris Hilton and Saweetie, NYX aims to show that baddies from various backgrounds genuinely cherish and utilize their products. For anyone exploring stylish makeup options without sacrificing quality or affordability, NYX Professional Makeup has proven that they meet every makeup need, and why shouldn’t it be available in the most luxurious handbags?

To uncover more about the inspiring IYNYK campaign and the exciting products offered by NYX, visit nyxcosmetics.com.

About NYX Professional Makeup

NYX Professional Makeup is an innovative brand at the forefront of contemporary beauty trends. Known for its affordable range of products, it caters to makeup enthusiasts at every level. The brand thrives on a multi-channel approach that embraces both digital and retail experiences, and has quickly established itself as a social media powerhouse followed by many of the leading beauty influencers and fans. With its headquarters in Los Angeles, NYX Professional Makeup is proud to serve customers in over 70 countries worldwide.

About 1111 MEDIA

Founded by Paris Hilton and entertainment veteran Bruce Gersh, 1111 Media is a global entertainment company focused on pop culture. The firm specializes in a variety of areas, including film, television, music, and consumer products, with a dedicated approach to storytelling and community building.