Tony Koh founded a NYX Cosmetics aos 25 anos using a loan of US$ 250.000 from his country. Coe conhece um cara de Nova Jersey que fez lápis que esudaram em 30 dias, a partir de US$ 1,99, junto com seis delineadores e 12 delineadores de líbies. Os primeiros produtos da empresa foram o delineador jumbo, que gerou US$ 2 milhões em receita em seu primeiro ano. Os produtos were initially sold only to beauty professionals, before expanding as sales to mass market stores. Os produtos eram commercializados como “beleza de loja de departamentos” while eram vendidos a “preços de farmácia”.
In 2011, NYX launched the Freedom and Art Competition for Creative Expression (FACE) Awards.
As vendas em 2014 foram de US$ 120 milhões. A Ulta Beauty traz os produtos NYX para o mercado de massa.
In 2014, Koh vendeu a NYX para a gigante international de beleza L’Oréal por US$ 500 milhões. The sale includes a non-concurrence clause for five years.
A NYX Cosmetics continues under other management as part of L’Oréal and now offers products such as lipstick, lip gloss and base mineral. Em setembro de 2015, a L’Oréal launched lojas físicas dedicadas aos cosmetics NYX. A NYX currently operates independent stores in Australia, Austria, Armenia, Belgium, Canada, Chile, Croatia, Estonia, France, Germany, India, Latvia, Lithuania, Romania, Serbia, Spain, Reino Unido and the United States. In 2016, NYX registered an annual growth in sales of 4.7% and launched NYX Professional Makeup.
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