NYX Professional Make-up

Toni Ko founded NYX Cosmetics when she was 25 using a $250,000 loan from her parents. The company's first products were jumbo eye pencils,which brought in revenue of $2 million within the first year.The products were initially sold only to beauty professionals before Ko expanded sale to mass-market outletsThe products were marketed as having "department store beauty" while being sold at "drugstore prices."

Sales in 2014 were $120 million.Ulta Beauty carries mass market NYX products