Paris Hilton returns to NYX Professional Makeup as the Gloss Boss

By Lollie Hancock | Published: 16-Jul-2026 Lollie Hancock
Colour Cosmetics Marketing

NYX Professional Makeup has partnered with Paris Hilton for the return of its ‘If You NYX, You Know’ Volume 2 campaign, naming the socialite-turned-entrepreneur as NYX’s Gloss Boss

Paris Hilton returns to NYX Professional Makeup as the Gloss Boss

NYX Professional Makeup has named socialite-turned-entrepreneur Paris Hilton as its new Gloss Boss.

The appointment comes as part of the next chapter of the L’Oréal-owned make-up brand’s annual campaign, ‘If You NYX, You Know’ (IYNYK).

Hilton, who was part of the first installment of IYNYK, which debuted last summer, is welcomed back amongst a roster of celebrity partners, including pop star and ‘Love Lies’ singer Normani, Love Island UK’s Toni Laites, Brazilian model and content creator Gabriela Moura and Middle Eastern beauty creator Yusur Al-khalidi.

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The global campaign, delivered through social media content alongside immersive pop-ups located in diners and  activations, serves as a “love letter to NYX Professional Makeup's community of confident, savvy beauty lovers”, according to a brand statement.

At the campaigns centre is the NYX Professional Makeup Diner – a noughties-inspired universe where Hilton sits behind the counter to serve signature lip combos.

“Anyone who knows me knows I love lip gloss,” said Hilton. 

“It is the finishing touch to every iconic look. 

“I am 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."

Denee Pearson, Global Brand President, added: “If you NYX, you know that we have 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 does not 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 does not love a lip combo."

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