NYX & Paris Hilton Return for ‘If You NYX, You Know’ Vol. 2

NYX Professional Makeup announced the return of “If You NYX, You Know” (IYNYK) Volume 2. The next chapter of the global beauty brand’s annual campaign celebrates everything the brand’s “in-the-know” community already gets.

Volume 2 highlights NYX’s array of lip products and glosses, bringing to life its Fat Oil Lip Drip and Butter Gloss, alongside newer products including Lip Lingerie and Jelly Job.

Following the viral success of IYNYK Volume 1, which debuted last summer, NYX welcomes back Paris Hilton and introduces a new roster of certified international “baddies.” 

New faces include pop artist Normani Kordei, social media sensations Gabriela Moura and Yusur Al-Khalidi, and Love Island UK star Toni Laites.

Denee Pearson, Global Brand President, said:

“If you NYX, you know that we’ve been the brand on everyone’s lips year after year… We wanted to create a campaign that celebrates our global community of baddies who have always understood that great makeup doesn’t require a high price tag. This campaign is our love letter to the baddies who have been in on the secret all along – and who doesn’t love a lip combo?!”

Told through a series of cheeky, scroll-stopping videos, IYNYK Volume 2 celebrates the fans who have been in on the secret all along, while inviting new ones to get in on it too.

This time around, audiences are invited into the vibrant, high-shine world of the NYX Professional Makeup Diner – a playful, Y2K-inspired beauty universe where iconic lip combos are always on the menu. 

Inside the bright pink diner, open 24/7 for every baddie, a fully blinged-out Paris Hilton is the “Gloss Boss” behind the counter, giving fans an insider’s look at the brand’s “worst-kept secret” while serving each It-girl her signature lip combo.

Paris Hilton, CEO of 11:11 Media, said:

“Anyone who knows me knows I love lip gloss. It’s the finishing touch to every iconic look. I’m so excited to reunite with NYX Professional Makeup for this next chapter and serve even more glossy, glamorous moments. Beauty has always been one of my favorite ways to express myself, and this campaign is all about confidence, having fun, and never passing a mirror without looking in it.”

Rolling out globally beginning July 15, the campaign comes to life across digital, billboards, and retail activations.