In September 2018, NYX launched Masterclass, an exclusive online educational content library featuring a group of professional makeup artists and top beauty vloggers. In 2016, NYX reported annual sales growth of 4.7 percent and launched NYX Professional Makeup. NYX currently operates standalone stores in Australia, Austria, Armenia, Belgium, Canada, Chile, Croatia, Estonia, France, Germany, India, Latvia, Lithuania, Romania, Serbia, Spain, the UK, and the USA. In September 2015, L'Oréal introduced brick-and-mortar stores devoted to NYX cosmetics. NYX Cosmetics continues under other management as a part of L'Oréal, and now provides products including lipstick, lip gloss, and mineral foundation. The sale had a five-year non-compete clause. In 2014, Ko sold NYX to the international beauty company L'Oréal for $500 million. Ulta Beauty carries mass market NYX products.
In 2011, NYX launched the Freedom and Artistry for Creative Expression (FACE) awards competition. The products were marketed as having "department store beauty" while being sold at "drugstore prices." The products were initially sold only to beauty professionals before Ko expanded sale to mass-market outlets. The company's first products were jumbo eye pencils, which brought in revenue of $2 million within the first year. Ko knew a guy from New Jersey who made pencils, from there, she started with six eyeliners and 12 lip liners, priced at $1.99 and was sold out in less than 30 days. Toni Ko founded NYX Cosmetics when she was 25 using a $250,000 loan from her parents.
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