NYX

NYX Professional Makeup is a Los Angeles–born brand known for delivering trend-driven, color-rich cosmetics at an accessible price point, sold widely at Ulta, Target, and beyond. It has built a loyal following with products like its Soft Matte Lip Creams and the viral Fat Oil Lip Drip—a glossy, nourishing lip oil with a satisfying drip applicator. The brand is cruelty-free and appeals especially to color enthusiasts who want bold, creative looks without compromising on pigment payoff.