Last summer, NYX Professional Makeup debuted If You NYX, You Know Volume 1, and its viral success prompted the beauty brand to drop the next iteration, If You NYX, You Know Volume 2. This campaign is a celebration of savvy shoppers—particularly Gen Z—who know that pro-quality makeup doesn't have to break the bank and invites new fans to get in on the secret. And with If You NYX, You Know Volume 2, NYX Professional Makeup is marking a major milestone: more than one billion iconic lip combos served worldwide.
Back again to work with NYX Professional Makeup is Paris Hilton, and a lineup of fresh faces like pop artist Normani Kordei, social media sensations Gabriela Moura and Yusur Al-khalidi, and Love Island UK star Toni Laites.
Savvy Beauty Campaigns
If You NYX, You Know Volume 2 Celebrates NYX's Community
Trend Themes
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Value-driven Beauty — Affordable pro-quality positioning is reshaping prestige expectations as Gen Z consumers reward brands that combine performance, accessibility, and cultural credibility.
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Celebrity Creator Collaborations — Hybrid campaigns featuring legacy celebrities and social-native talent create faster routes to relevance across fragmented entertainment and commerce channels.
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Community-led Product Milestones — Publicly celebrating user adoption metrics turns product popularity into social proof, making brand communities feel like insiders within a larger cultural movement.
Industry Implications
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Cosmetics — Mass beauty brands are blurring the line between drugstore and professional categories through high-performance products amplified by viral community storytelling.
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Influencer Marketing — Talent mixes spanning celebrities, reality stars, and digital creators are expanding campaign reach while reflecting the diverse ways younger audiences discover products.
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Social Commerce — Beauty campaigns built around shareable looks and insider language are strengthening the connection between online engagement, product discovery, and purchase behavior.