Nyx Professional Makeup. Pro Beauty for All

NYX Cosmetics

Pro Beauty for All

Upon its acquisition of NYX Professional Makeup, L’Oréal appointed Exposure as agency of record across strategy, creative and production to assert the brand’s leadership status with Gen Z.

Through 4+ years of partnership, we defined and continuously refine the brand’s visual and verbal codes and creative expressions for a digital-first world.

Fastest-growing consumer brand in the L'Oréal portfolio
#1 mass brand at ULTA Beauty
2nd most engaging brand on social media in the beauty sector

With over forty productions, we have developed social media-optimized content for all major product releases, collaborations, and cultural tentpoles, helping to propel the brand to the fore of the category.

Exposure has created product campaigns spanning the breadth of the NYX portfolio, defining a high-energy tone and establishing unique codes for each franchise across all touchpoints, from social media to retail.