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The gloss-loving pop stars promote the cosmetics brand’s butter gloss.
June 17, 2025
By: Lianna Albrizio
Associate Editor
NYX Professional Makeup is cutting into the butter gloss trend with a collaboration with two pop stars known for their love of gloss: Paris Hilton and rapper Saweetie.
The campaign, “If You NYX You Know,” celebrates the beauty brand’s pillars of professional quality, accessibility and an extensive shade range. The dynamic duo bring the brand’s personality to life with sketch comedy, educating audiences on how to never settle on quality and affordability when it comes to makeup.
“I’ve been a NYX girlie since Day 1 when I was first learning how to do my makeup,” said Saweetie. “This campaign is a beautiful full-circle moment for me, and I always have so much fun working with the icon herself Paris Hilton. Can’t wait to see all the glam looks the Icy Grls will be serving this summer.”
NYX Professional Makeup will premiere a series of short videos starring Paris and Saweetie on global social and digital channels, billboards and retail takeovers featuring viral products including The Face Glue Gripping Primer ($9) and Setting Spray ($10), Fat Oil Lip Drip ($9), Butter Gloss ($6) and the brand’s latest innovation, Smushy Matte Lip Balm ($9).
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