L’Oréal acquired the brand in 2014, and until now, its products have been primarily available to Israelis through international websites that ship to the country. According to L’Oréal, some 300 NYX makeup products will be distributed across local drugstore chains, selected beauty retailers and perfumeries.
The rollout has already begun, and items are now available at select locations. The range includes primers, concealers, foundations, eye and lip pencils, lipsticks, lip oils, setting sprays and brow products. NYX enters a crowded and competitive market, facing off against budget-friendly favorites like Essence, Maybelline, Sacara and Beauty Care, which are especially popular among teenagers.
Despite the local launch, price comparisons show that many NYX products remain cheaper when purchased online from abroad. L’Oréal has issued recommended retail prices for Israel but retailers can adjust those and offer promotions at their discretion.
For instance, the recommended price for NYX’s Butter Lip Gloss is NIS 35. On e-commerce site iHerb, the same product is sold for $7.25 or $6.52 (NIS 24.3–21.8), including shipping to Israel. The Fat Oil lip gloss has the same recommended price of NIS 35, while iHerb lists it at $11.90 (NIS 36.85).
The Slim Lip Pencil is priced locally at NIS 20, compared to $5.41 (NIS 18) on iHerb. The Buttermelt Blush is offered in Israel at NIS 50, while Beauty Bay sells it for NIS 35. The On the Rise Liftscara mascara is priced at NIS 50, while the official NYX site lists it for $12 (NIS 40.2).
NYX was founded in Los Angeles in 1999 by Korean-American entrepreneur Toni Ko and named after the Greek goddess of the night. The brand’s goal was to make professional-grade makeup accessible to the masses.
Since its acquisition by L’Oréal, NYX has expanded globally and is now sold in dozens of countries. It targets fans of bold, creative makeup—young consumers, professional artists and anyone seeking expressive and fashion-forward looks.
The brand retains its edgy, inclusive ethos through close ties to pop culture and entertainment. NYX promotes self-expression without boundaries, avoids image retouching in its campaigns and maintains a strong connection to makeup artists, influencers and content creators worldwide.
Its current global campaign features Paris Hilton and rapper Saweetie—who previously represented MAC—promoting the Butter Gloss and The Face Glow Gripping Primer. A local launch campaign is also in the works, with collaborations planned with Israeli influencers, digital creators and makeup artists.
