For the first time in its 27-year history, Nyx Professional Makeup is expanding beyond cosmetics.
The L’Oréal-owned brand is launching body care and fragrance with its new Fat Oil Body Collection, which features body oils, butters, lotions and hair and body fragrance mists in four scents, plus a limited-edition Fat Cheeks Butt Mask.
Prices for the 16-piece collection, which is now available direct-to-consumer and via TikTok Shop, range from $10 for the hydrating Butt Mask to $18 for a full-size Fat Oil Body Oil. The line will roll out to Nyx’s global brick-and-mortar retailers on May 1.
“We just saw that glam wasn’t stopping at the face anymore,” said Nyx global brand president Denée Pearson of the collection, which is modeled — in name and ethos — after the brand’s bestselling Fat Oil lip franchise. “Our community is doing their finishing touches with their body oils, their lotions, their shimmers. Us being an artistry-led brand, it’s like, ‘OK — how do we answer?’ It was only right to bring that [approach] into body.”
The time is ripe for such a move. While Nyx is a perennially viral brand, the makeup category overall saw sluggish 2 percent growth in the mass market in 2025, per Circana. But the introduction of Fat Oil Body tees Nyx up to benefit from the significantly faster growth of both body care sales (up 9 percent in mass) and fragrance sales (up 15 percent in mass).
“We’re coming in loud,” said Pearson. “We want to treat body and fragrance the way we would treat makeup — like an indie brand. We want to be the first in hitting trends, looking at what’s changing, what’s seasonal, and coming boldly with a lot of different scents.”
NYX Suga Baddie Body Oil
Nyx’s first four scents — Sugar Baddie, Caramelt Miami, Coconut Cutie and Juicy Boo — are a gourmand, fruity and floral bunch that were developed in-house at L’Oréal.
Just as key to the products, though, were their inclusive finishes: for instance, the Caramelt Miami body oil features a bronzy shimmer meant to flatter darker skin tones, while the Juicy Boo oil has a subtle orange undertone that flatters medium skin tones.
“It was important for us to think about, what’s the makeup artist’s dream for the body,” said Pearson. “Nyx is at its best when we’re hearing what our community loves, what they need and are missing, and then filling those gaps — and that’s what body is bringing. It’s about bringing an accessible offer; that same prestige quality and wide range of scents, made available for all. We’re not a dupe brand — we come with a point of view.”
Nyx is best known for its assortment of über-popular lip products including its $10 Fat Oil Lip Drip and its $12 Lip I.V. Lip Gloss Stain, which is the top lip stain in the mass market. In addition to color products, the brand also offers facial SPFs and primers designed for use alongside makeup, though it has yet to make a formal facial skin care foray.
The long-term goal for Nyx’s body care play, Pearson said, is “to sell one body oil for every lip oil that we sell. That’s the North Star.”
The category expansion follows several of the like by other beauty players in recent months. In February, hair care brand Amika also entered body via a three-piece collection, and earlier this year, mass body players Eos and Athena Club rolled out their respective first body mists.
“For our newer consumers, there’s no difference between where they’re buying mass versus prestige; no one even talks like that anymore,” Pearson said. “And we’re seeing the same with brand categories, where it’s not like, oh, you’re only a makeup brand or only a skin care brand. It’s more like, what do you stand for, and where do you have the credibility to enter next? Yes, we started as a makeup brand, but we’re an artistry brand. We’re going to provide products that help you serve, and now, they’re serving on the body.”
