NYX Professional Makeup tapped Paris Hilton and Saweetie for the “If You NYX [Professional Makeup] You Know,” campaign. This cheeky campaign celebrates the beauty brand’s pillars of professional quality, accessibility, and an extensive shade range. 

The campaign features global icons Hilton and Saweetie in a variety of comedic sketches, educating audiences on how to never settle on the quality and affordability of makeup.

Denee Pearson, Global Brand President, said, 

“We were inspired by the fact that baddies from every background genuinely love and use our brand: you can always find a NYX Professional Makeup product even in the most expensive handbag! We wanted to share that message in a fun and unexpected way, and what better baddies could illustrate this than the original influencer, Paris Hilton, and the ultimate icy It Girl, Saweetie?”

The new IYNYK campaign comes from what the brand calls the worst-kept secret in the beauty industry. For the past 25 years, NYX Professional Makeup has built a community of confident and budget-savvy “baddies” who are “in the know.”

To bring the campaign to life, NYX Professional Makeup will premiere a series of short videos starring the celebrity talent that illustrate the message of IYNYK.

The videos will debut on July 16 on global social and digital channels, billboards, and retail takeovers. A social media campaign featuring international “baddies” sharing the secret from all over the world will follow. 

IYNYK also features viral products, including The Face Glue Gripping Primer and Setting Spray, Fat Oil Lip Drip, Butter Gloss, and the brand’s latest innovation, Smushy Matte Lip Balm.

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