NYX (pronounced “nix”) is a drugstore staple that has gained popularity thanks to loyal YouTube fans like Shaaanxo and ReadySetGlamour. The cosmetics line — which also has freestanding locations in California — was named after the Greek goddess who ruled the night. And don't be fooled by the minimalist packaging, because the range packs quite the punch in the color department.
One of the brand's staples is the Soft Matte Lip Cream ($6), which has the texture of a lipstick but goes on matte and comes in a wide collection of reds, pinks, and neutrals with a few deep and bright hues. It's no wonder the unique formula is a favorite among vloggers — nude-lip-lover KatheleenLights says, "They hit it on the nail with neutral colors!"
Newer additions include the creative Be Gone! Lip Color Remover ($5) and the powerful long-lasting Gotcha Covered Concealer ($6) that won’t crease or cake, but will blend seamlessly thanks to the coconut oil it's infused with. Last, but certainly not least is the California Palette ($20), featuring shades reminiscent of a West Coast sunset, all curated by street artist Hueman.