{"id":46842,"date":"2026-07-19T05:01:52","date_gmt":"2026-07-19T05:01:52","guid":{"rendered":"https:\/\/bookingagentinfo.com\/news\/?p=46842"},"modified":"2026-07-19T05:02:08","modified_gmt":"2026-07-19T05:02:08","slug":"paris-hilton-reunites-with-nyx-professional-makeup-for-if-you-nyx-you-know-volume-2-campaign","status":"publish","type":"post","link":"https:\/\/bookingagentinfo.com\/news\/paris-hilton-reunites-with-nyx-professional-makeup-for-if-you-nyx-you-know-volume-2-campaign\/","title":{"rendered":"Paris Hilton Reunites With NYX Professional Makeup for &#8220;If You NYX, You Know&#8221; Volume 2 Campaign"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Paris Hilton is returning as the face of &#8220;If You NYX, You Know&#8221; Volume 2, this time crowned the brand&#8217;s official &#8220;Gloss Boss.&#8221; The campaign celebrates a milestone: NYX says it has now served more than one billion lip combos worldwide.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-tiktok wp-block-embed-tiktok\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"tiktok-embed\" cite=\"https:\/\/www.tiktok.com\/@nyxcosmetics_uk\/video\/7662792193811254550\" data-video-id=\"7662792193811254550\" data-embed-from=\"oembed\" style=\"max-width:605px; min-width:325px;\"> <section> <a target=\"_blank\" title=\"@nyxcosmetics_uk\" href=\"https:\/\/www.tiktok.com\/@nyxcosmetics_uk?refer=embed\">@nyxcosmetics_uk<\/a> <p>If you NYX, you know that we\u2019ve BEEN the brand on everyone\u2019s lips.  100 shades, 100 flavors and 1 BILLION lip combos served!  @ParisHilton @gabriela moura @Normani @Asoo\ud83c\udf38  <a title=\"iynyk\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/iynyk?refer=embed\">#IYNYK<\/a>  <a title=\"nyxcosmetics\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/nyxcosmetics?refer=embed\">#nyxcosmetics<\/a> <a title=\"nyxprofessionalmakeup\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/nyxprofessionalmakeup?refer=embed\">#nyxprofessionalmakeup<\/a><\/p> <a target=\"_blank\" title=\"\u266c original sound - nyxcosmetics_uk\" href=\"https:\/\/www.tiktok.com\/music\/original-sound-7662792209058827030?refer=embed\">\u266c original sound &#8211; nyxcosmetics_uk<\/a> <\/section> <\/blockquote> <script async src=\"https:\/\/www.tiktok.com\/embed.js\"><\/script>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">She&#8217;s joined by a fresh roster: pop singer Normani, Brazilian creator Gabriela Moura, beauty creator Yusur Al-khalidi, and &#8220;Love Island UK&#8221; star Toni Laites.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This isn&#8217;t Hilton&#8217;s first shift at NYX. She fronted IYNYK Volume 1 alongside <a href=\"https:\/\/bookingagentinfo.com\/celebrity\/saweetie\/endorsements\/\" target=\"_blank\" rel=\"noreferrer noopener\">Saweetie<\/a> when it launched in June 2025. The brand has leaned into star power elsewhere too: <a href=\"https:\/\/bookingagentinfo.com\/news\/megan-thee-stallion-fronts-nyx-professional-makeups-caramelt-mami-body-oil-campaign\/\" target=\"_blank\" rel=\"noreferrer noopener\">Megan Thee Stallion fronted NYX&#8217;s Caramelt Mami Body Oil campaign<\/a>, and NYX has expanded its &#8220;Make Them Look&#8221; athlete roster to include basketball stars <a href=\"https:\/\/bookingagentinfo.com\/celebrity\/juju-watkins\/endorsements\/\" target=\"_blank\" rel=\"noreferrer noopener\">JuJu Watkins<\/a> and <a href=\"https:\/\/bookingagentinfo.com\/celebrity\/lauren-betts\/endorsements\/\" target=\"_blank\" rel=\"noreferrer noopener\">Lauren Betts<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For Hilton, NYX is one line in a packed 2026 slate. She <a href=\"https:\/\/bookingagentinfo.com\/news\/paris-hilton-stars-in-karl-lagerfelds-spring-summer-2026-campaign-launch\/\" target=\"_blank\" rel=\"noreferrer noopener\">fronted Karl Lagerfeld&#8217;s Spring\/Summer 2026 &#8220;From Paris with Love&#8221; campaign<\/a> for a second season, recently appeared in <a href=\"https:\/\/bookingagentinfo.com\/news\/paris-hilton-and-rob-rausch-star-in-old-navy-summer-2026-campaign\/\" target=\"_blank\" rel=\"noreferrer noopener\">Old Navy&#8217;s summer campaign<\/a>, and opened the year with a multi-year McCormick partnership through her company, 11:11 Media.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">IYNYK Volume 2 rolls out via short comedic videos across social, digital and retail channels in the coming weeks.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Takeaways<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hilton&#8217;s return isn&#8217;t just nostalgia; it&#8217;s a calculated bet that &#8220;Y2K icon&#8221; status still converts for a drugstore brand chasing Gen Z. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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&#8217;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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Does bringing back a &#8220;Volume 1&#8221; face risk feeling repetitive, or does familiarity build stronger brand equity over time? How much of NYX&#8217;s growth is riding on Hilton&#8217;s personal brand versus the broader roster?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Paris Hilton is returning as the face of &#8220;If You NYX, You Know&#8221; Volume 2, this time crowned the brand&#8217;s official &#8220;Gloss Boss.&#8221; 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 [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[25,12,14,22,11,17,18],"tags":[],"class_list":["post-46842","post","type-post","status-publish","format-standard","hentry","category-beauty","category-brand-ambassador","category-campaigns","category-digital","category-endorsements","category-film-tv","category-music"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Paris Hilton Reunites With NYX Professional Makeup for &quot;If You NYX, You Know&quot; Volume 2 Campaign<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bookingagentinfo.com\/news\/paris-hilton-reunites-with-nyx-professional-makeup-for-if-you-nyx-you-know-volume-2-campaign\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Paris Hilton Reunites With NYX Professional Makeup for &quot;If You NYX, You Know&quot; Volume 2 Campaign\" \/>\n<meta property=\"og:description\" content=\"Paris Hilton is returning as the face of &#8220;If You NYX, You Know&#8221; Volume 2, this time crowned the brand&#8217;s official &#8220;Gloss Boss.&#8221; The campaign celebrates a milestone: NYX says it has now served more than one billion lip combos worldwide. 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