The campaign shifts to a Y2K-inspired diner setting, where Hilton acts as the "Gloss Boss" serving signature lip looks. This creative direction highlights the brand's accessible approach to professional-quality cosmetics, featuring staples like the Fat Oil Lip Drip and Butter Gloss. The brand is positioning the initiative as a direct engagement with its core audience, prioritizing viral social media appeal over traditional high-end luxury marketing.
In section Releases
Paris Hilton Returns as Gloss Boss for NYX Professional Makeup
Paris Hilton is reprising her role as the face of NYX Professional Makeup, headlining the second volume of the brand’s "If You NYX, You Know" campaign. The launch arrives as the company celebrates a significant milestone, having sold more than one billion lip combinations worldwide to its global beauty community.
Beyond Hilton, the campaign introduces a diverse roster of talent, including pop artist Normani Kordei, digital creators Gabriela Moura and Yusur Al-khalidi, and reality television star Toni Laites. By integrating these figures, NYX aims to solidify its status as a Gen Z favorite while expanding its reach across international markets. The global rollout, which began July 15, includes digital advertising, billboards, and interactive pop-up activations designed to blend retail presence with immersive brand storytelling.
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