- Paris Hilton returns as "Gloss Boss" for NYX Professional Makeup's "If You NYX, You Know" (IYNYK) Volume 2, announced July 15, 2026
- Campaign debuts a new global roster: Normani, Gabriela Moura, Yusur Al-Khalidi, and Toni Laites
- NYX marks a milestone of more than 1 billion lip combos served since IYNYK launched in 2025
- Set inside a Y2K-styled "NYX Diner," spotlighting Fat Oil Lip Drip, Butter Gloss, Lip Lingerie and Jelly Job
Paris Hilton is returning as the face of “If You NYX, You Know” Volume 2, this time crowned the brand’s official “Gloss Boss.” The campaign celebrates a milestone: NYX says it has now served more than one billion lip combos worldwide.
Volume 2 drops fans into the NYX Professional Makeup Diner, a bubblegum-pink, Y2K-inspired set where Hilton serves up viral lip pairings from Fat Oil Lip Drip, Butter Gloss, Lip Lingerie and Jelly Job.
She’s joined by a fresh roster: pop singer Normani, Brazilian creator Gabriela Moura, beauty creator Yusur Al-khalidi, and “Love Island UK” star Toni Laites.
This isn’t Hilton’s first shift at NYX. She fronted IYNYK Volume 1 alongside Saweetie when it launched in June 2025. The brand has leaned into star power elsewhere too: Megan Thee Stallion fronted NYX’s Caramelt Mami Body Oil campaign, and NYX has expanded its “Make Them Look” athlete roster to include basketball stars JuJu Watkins and Lauren Betts.
For Hilton, NYX is one line in a packed 2026 slate. She fronted Karl Lagerfeld’s Spring/Summer 2026 “From Paris with Love” campaign for a second season, recently appeared in Old Navy’s summer campaign, and opened the year with a multi-year McCormick partnership through her company, 11:11 Media.
IYNYK Volume 2 rolls out via short comedic videos across social, digital and retail channels in the coming weeks.
Takeaways
Hilton’s return isn’t just nostalgia; it’s a calculated bet that “Y2K icon” status still converts for a drugstore brand chasing Gen Z.
NYX is stacking legacy star power (Hilton) with fast-rising social talent (Moura, Al-Khalidi) and reality TV heat (Laites), a hybrid casting strategy that mirrors what’s working for brands like Old Navy this year. Pairing that with a hard number (a billion lip combos) turns product popularity into a marketing flex.
Does bringing back a “Volume 1” face risk feeling repetitive, or does familiarity build stronger brand equity over time? How much of NYX’s growth is riding on Hilton’s personal brand versus the broader roster?
