Key Takeaways:
- "If You NYX You Know" stars Paris Hilton and Saweetie, debuting globally across digital, social, and retail channels.
- Centered around the $6 Butter Gloss, the campaign reinforces NYX's pillars: professional quality, inclusive shade range, and affordability.
- NYX’s brand messaging focuses on ubiquity and prestige, with leaders stating it’s common to find NYX products “even in the most expensive handbag.”
If you know, you know. And now, the world definitely will.
NYX Professional Makeup brings together Paris Hilton and Saweetie to spotlight the brand’s long-standing approach to high-quality beauty at accessible and inclusive price points.
“If You NYX You Know,” was officially launched today, June 16, with a global rollout of digital content, billboards, and retail activations scheduled to begin July 16.
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Known for its $6 Butter Gloss, NYX positions this product as the campaign’s hero, supported by other popular items such as:
- The Face Glue Gripping Primer
- The Fat Oil Lip Drip
- The New Smushy Matte Lip Balm
The campaign consists of comedic sketches featuring the two stars, with scenes focused on the idea that consumers no longer need to compromise between quality and cost.
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Hilton, founder of 11:11 Media, and the "ICY GRL" singer, a long-time NYX customer, both emphasize the campaign’s core theme: premium results without inflated prices.
"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!" Hilton said in a press release.
"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," Saweetie added.
This message is reinforced by NYX Global Brand President Denee Pearson, who noted that their cosmetics are regularly spotted in luxury handbags as a staple among diverse audiences.
Building on Credibility and Relevance
Over the last decade, NYX has earned a reputation for its digital-first strategy, often leaning on creator communities and influencer-driven momentum to scale campaigns.
Previous efforts, such as TikTok's #ButterGlossPop challenge, have delivered strong returns, including a 42% increase in brand awareness in key markets.
France saw a similar result when NYX integrated user-generated content with local campaigns, leading to a 20% lift in sales last year.
What sets IYNYK apart is its deliberate focus on connecting NYX’s mass appeal with cultural icons who resonate across demographics.
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The brand is taking a smarter route by focusing on what people actually use.
Rather than chasing short-term buzz, the brand sticks with everyday staples that earn a spot in real routines.
The campaign also finds the right balance between celebrity and accessibility.
While Hilton offers celebrity and lifestyle credibility, Saweetie anchors the campaign in music, fashion, and Gen Z relevance.
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NYX brings high-profile names into the picture without making the brand feel out of reach.
This approach keeps its products relatable while still giving its audience the excitement of a glam, star-approved product.
At the same time, NYX lets its community push the story. Whether it’s celebrity-driven or from regular fans, the brand shows up where its audience spends time.
This steady presence helps NYX stay relevant without forcing it.
This consistent investment in creator-centric campaigns, combined with product affordability and brand loyalty, continues to shape its presence in the competitive cosmetics space.
Meanwhile, Hilton's power as an influencer and endorser hasn't lost its momentum. Recently, she partnered with Absolut to supercharge the Coachella experience.
Want creator campaigns that drive results, not just reach? Explore top influencer marketing agencies below:
