Can’t stop won’t stop – NYX

Yesterday I started my day with an event hosted by NYX cosmetics.

NYX Professional Makeup is a cosmetics company that is a subsidiary of L’oreal. The company was founded in Los Angeles by Toni Ko (at the age of 25) in 1999. It was named after Nyx, the Greek goddess of the night. NYX Professional Makeup is certified and acknowledged by Peta as a cruelty-free brand, and they offer a wide range of vegan-friendly products.

Founder Toni Ko’s family moved to the United States from South Korea when she was thirteen. At age 25, she founded NYX Cosmetics in her 600 square foot building in California, using a $250,000 loan from her parents. The first products developed and sold were jumbo eye pencils, which brought in revenue of $2 million within the first year. The products were initially sold only to beauty professionals before Ko expanded sale to mass-market outlets. The products were marketed as having ”department store quality” while being sold at ”drugstore prices”.

Apart from taking a stand against animal-testing – including not selling their products in China, the brand also strives for inclusivety and shades for everyone.

The most rescently launched products are in the family of base-products. The Can’t stop won’t stop range of liquid foundation, pressed foundation, concealers, setting powder and a new primer.

Inspired by the humid weather of L.A. the can’t stop won’t stop line of products gives you a velvety matte finish made to last all day. With that said, if your skin is on the dry side you should prep skin properly with moisture and perhaps a primer with a hint of glow.

The liquid foundation comes in 45 different shades, from warms, to cools and to neautrals. The pressed powder-foundation comes in 24 shades, the concealer in 24 shades and the setting powder in 6 shades.

There’s also a new primer that helps keep complexion matte and makeup last longer. Use all over or in perticularly greasy areas such as T-zone.

The full series is in store now 🥰

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