NYX Professional Makeup is kicking things up a notch with its latest campaign, “If You NYX, You Know”, starring Paris Hilton and Saweetie. The collaboration brings together two cultural icons to celebrate NYX’s charisma-forward, quality-at-every-price ethos
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Why They’re Iconic
Paris Hilton has been a beauty icon since the early 2000s, now balancing her legendary status with entrepreneurial success via her Parívie skincare line .
Saweetie, known for her bold ‘icy’ aesthetic, recalls NYX as her entry point into makeup artistry — and calls her collaboration “a full‑circle moment” .
The Products in Focus
Campaign highlights include NYX’s viral must-haves: Face Glue Gripping Primer & Setting Spray, Fat Oil Lip Drip, Butter Gloss, and the new Smushy Matte Lip Balm. Saweetie especially loves Butter Gloss for its rich shade range and creamy texture
💬 The Mission
“If you’ve tried NYX, you know quality doesn’t always mean high cost,” explains Saweetie
Paris adds that exceptional beauty “doesn’t have to come with a luxury price tag”
Their message? Accessibility is empowerment—no sacrifice needed.
Campaign Rollout
Watch for a mix of playful digital shorts, social media reels, and billboard takeovers highlighting vibrant visuals and personality-led moments. The campaign also features the tagline “If You NYX, You Know
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Verdict
This bold pair-up proves that NYX isn’t just about affordable beauty—it’s about amplifying confidence. With Hilton and Saweetie leading the way, the message is crystal clear: beauty milestones don’t need to cost a fortune, and authenticity remains the strongest currency.
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