NYX Cosmetics

   Strengths: NYX provides complete ingredient lists on its Web site; inexpensive for such quality makeup; superior eyeshadows; the non-waterproof mascaras are terrific. 
   Weaknesses: The complete line, which is huge, is available only from the company’s Web site, which means you can’t see or test the colors in person (and the company doesn’t offer samples); the waterproof mascara isn’t waterproof, not even a little.

   This small Los Angeles–based makeup line was founded in 1999 by a woman named Toni Ko. The company’s Web site is vague about Ko’s background, merely stating that she developed an interest in cosmetics as a teenager (you know, just like about 99.9% of teenage women) and wanted to create her own line of cosmetics. Ko’s goal was to produce high-quality products at affordable prices, and that’s the draw of NYX (pronounced “nicks”) Cosmetics. I am pleased to report that, for the most part, Ko succeeded in her childhood dream. 
   It is important to note that this line offers a full selection of makeup products, from foundations to lip gloss. However, the only place to access everything NYX Cosmetics has to offer is their Web site. The Ulta chain is the largest distributor of NYX Cosmetics products in the United States, but they carry only a handful of NYX products. For example, Ulta stores do not sell any of the company’s foundations, concealers, brushes, or blushes. We visited several Ulta stores and discovered the same small selection of NYX products, location after location. The good news is that most of the few NYX products Ulta stocks are impressive, especially the powder eyeshadows, which compete evenly with eyeshadows that cost a lot more. I’d love to see more of this line being sold in Ulta stores, but that doesn’t seem to be in the cards at this time. 
   All of the products reviewed here are the ones commonly found in Ulta stores. My team contacted NYX several times, via email and telephone messages, asking them for information and product samples so that we could provide as comprehensive a review as possible. We even called posing as regular customers with common questions, hoping for assistance. No one at the company returned our messages, which was very disappointing. Despite the company’s lack of communication, we did our best to review what’s widely available and didn’t let their poor customer service color our perception of NYX Cosmetics. However, as a consumer you should be aware that this isn’t a company interested in assisting their customers, at least not as this review goes to press. 
   NYX Cosmetics customer service number is (866) 699-1004 or you can visit www.nyxcosmetics.com.