NYX Professional Makeup is a cruelty-free cosmetics brand known for delivering bold color payoff at drugstore prices. Founded in 1999 in Los Angeles by Toni Ko, the brand was acquired by L’Oreal in 2014 and has since expanded into one of the most recognized names in affordable beauty. Whether you are restocking a favorite lip gloss or trying a new foundation shade, finding the right place to buy matters. Not every retailer carries the full catalog, and prices can vary by 20% or more between sellers.
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What NYX Professional Makeup Is and Who Buys It
NYX Professional Makeup is a mass-market cosmetics line designed for everyday consumers who want pro-level color quality without the department store price tag. The brand covers eyes, lips, face, and nails with items ranging from lipstick to full-coverage foundation. That range is part of what makes it popular. A single trip to the aisle can cover an entire routine.
The target audience skews toward younger buyers and beauty enthusiasts who follow trends on social media, but the line works for anyone. The brand earned its cruelty-free certification from PETA, and several items are also vegan. If you prefer cosmetics that skip animal testing, this brand checks that box without charging a premium for it.
5 Features That Set NYX Apart From Other Drugstore Brands
The most important factor when choosing any cosmetics brand is whether the formulas actually perform at their price point. This brand consistently hits above its weight class. Here is what to look for.
Color range. The brand offers one of the widest shade selections in the drugstore category. Their lip options alone come in dozens of finishes, from flat-finish to glossy to satin. That variety means you are more likely to find an exact match without blending two shades together.
Cruelty-free and vegan options. Everything in the NYX Professional Makeup line is cruelty-free. Select items carry a vegan label as well. Check the packaging or the official website for the vegan icon on specific offerings.
Longwear formulas. Several formulas use longwear technology that holds up for 8 to 12 hours without significant fading. The matte lip options and eye liner pencils are especially durable, which matters if you need your look to last through a full workday.
Accessible pricing. Most individual items fall between $5 and $16. Lip gloss starts around $5, while foundation and more complex face formulas sit closer to $12 to $16. That price point makes it easy to experiment without a big financial commitment.
Professional-grade pigmentation. The line was originally formulated for pro makeup artists who needed reliable pigment at volume pricing. That heritage shows in the color intensity, especially across the eye liner and lipstick categories.
3 Mistakes to Avoid When Shopping for NYX Products
The most common buying mistake with NYX cosmetics is grabbing the wrong formula for your skin type. Not every formula works for every complexion, and the shade names do not always translate between lines.
Assuming shade names match across products. A shade called “nude” in the lip gloss line will not be the same color as “nude” in the foundation range. Always swatch or check the color chart on the official site before ordering online, especially for face products where the wrong shade is obvious.
Buying from unauthorized resellers. Third-party sellers on marketplace sites sometimes list expired or counterfeit items at steep discounts. Stick to authorized retailers like Ulta, Target, CVS, and the official store at nyxcosmetics.com. If a deal looks too good, it probably is.
Ignoring the formula type. The brand makes both matte and cream versions of many items. Velvet-finish formulas can feel drying on chapped lips, while cream versions may not hold up as well in heat. Read the label carefully before adding to your cart.
Where to Buy NYX Cosmetics In Store
You can find NYX Professional Makeup at several national retail chains. Physical stores let you swatch colors and check texture before buying, which is a real advantage for shade-matching face items.
Ulta Beauty
Ulta, the specialty beauty retailer, carries one of the largest in-store selections. You will find the full range of lip, eye, and face items in a dedicated brand section. Ulta also runs frequent sales and has a loyalty rewards program that stacks well with already-affordable pricing.
Target
Target stocks these items in the beauty aisle alongside other drugstore brands. Selection varies by location, but most stores carry the core lip, face, and eye items. Target also offers free in-store pickup on online orders, which is helpful if your local shop does not carry a specific shade.
CVS Pharmacy
CVS carries a curated selection in their beauty department. The inventory tends to be smaller than what you would find at Ulta or Target, so call ahead if you are looking for something specific. CVS ExtraCare coupons occasionally apply to these purchases.
Walgreens
Walgreens is another drugstore chain that includes this brand in their beauty inventory. Like CVS, not every location carries the full lineup. Check the Walgreens website to confirm availability near you.
Macy’s
Macy’s carries the line in the beauty department of select locations. The department store setting means you may also get counter assistance for shade matching, though the selection at Macy’s is typically smaller than at Ulta.
Call ahead before making a trip, as smaller locations may carry limited shades or product categories.
Where to Buy NYX Cosmetics Online
The widest selection of NYX Professional Makeup is available online, where you can browse the full catalog and shop by category without worrying about local inventory limits.
Official NYX Website
The official nyxcosmetics.com store carries the complete catalog, including new releases and online exclusives. The site features a store locator, tutorial content, and free shipping on orders over a certain threshold. Shopping direct also means you are guaranteed to receive authentic, non-expired items.
Amazon
Amazon #ad carries an extensive inventory through both the brand storefront and third-party sellers. Prime members get free two-day shipping on eligible items. Subscribe-and-save options are available on select items you reorder regularly, like mascara or foundation.
Walmart Online
Walmart.com lists these items for delivery and in some cases for in-store pickup. Note that some listings come from third-party marketplace sellers rather than Walmart directly, so check the seller name before ordering.
eBay
eBay offers these items from various sellers, often at discounted prices. Exercise caution here and review seller ratings before purchasing. Expired or counterfeit items do appear on auction sites, so buy from highly rated sellers with verified reviews.
If you want to compare prices, check our Milani Cosmetics guide or the Jordana Cosmetics buying guide for similar affordable beauty brands available at the same retailers.
Top Picks Worth Trying
These picks are based on consistent buyer ratings, versatility, and value across the line.
Best overall: NYX Butter Gloss. A fan favorite lip gloss for its creamy texture and wide color selection. Non-sticky, moisturizing formula in over 30 shades. Around $5 to $6. Check price on Amazon
Best for lips (matte): NYX Lip Lingerie XXL Liquid Lipstick. A longwear liquid lipstick that stays put for up to 16 hours. Lightweight feel with strong pigment. Around $9 to $10. Check price on Amazon
Best for eyes: NYX Epic Ink Liner. A waterproof liquid eye liner with a fine-tip brush for precise application. Rivals high-end liners at a fraction of the cost. Around $8 to $9. Check price on Amazon
Best budget: NYX HD Photogenic Concealer Wand. Full coverage in a lightweight formula that blends easily. Works well under the eyes and on blemishes. Under $6. Check price on Amazon
Best new release: NYX Buttermelt Bronzer. A newer addition that has quickly gained traction for its blendable, buttery formula. Gives a natural sun-kissed glow without looking chalky. Around $10 to $12. Check price on Amazon
For more beauty buying guides, see our MAC Makeup guide or the OPI Nail Polish guide for complementary brands.
Frequently Asked Questions About NYX Cosmetics
Is NYX a drugstore or high-end brand?
NYX Professional Makeup is a drugstore-priced brand with professional-grade formulas. Most items cost between $5 and $16, placing them firmly in the affordable beauty category. The quality often competes with brands priced two to three times higher.
Is NYX cruelty-free and vegan?
All NYX Professional Makeup offerings are cruelty-free and certified by PETA. Some are also vegan, meaning they contain no animal-derived ingredients. Check the label or the official website for the vegan designation on individual items.
What happened to NYX Cosmetics?
The brand is still actively producing and selling cosmetics. The brand was acquired by L’Oreal in 2014 and rebranded from “NYX Cosmetics” to “NYX Professional Makeup.” The catalog has expanded significantly since the acquisition, and the brand remains widely available at major retailers.
Does Sephora carry NYX?
Sephora does not currently carry this brand in stores or online. For a similar in-store shopping experience with testers and shade matching, try Ulta Beauty, which stocks a wide selection.
How do I find a standalone store near me?
The brand operates a limited number of standalone retail locations. Use the store locator on nyxcosmetics.com to find one near you. Most buyers will have better luck at Ulta, Target, or CVS, which are more widely available.
Reviewed by the wheretobuyguides.com editorial team. Last updated: April 2026.
Start by checking your nearest Ulta or Target for in-person shade matching, or head to nyxcosmetics.com to browse the full catalog. If you want the best deal on NYX cosmetics, compare prices between Amazon and your local drugstore before buying. For lip products and eye liner specifically, the brand delivers quality that punches well above its price point, and those two categories are the best place to start if you are new to NYX Professional Makeup.