MAKEUP MAVERICKS
NYX Cosmetics' Toni K. and Scott Friedman talk
about makeup, their partnerships and the art
of word-of-mouth marketing.
by Liz Barrett
Photography by Armando Sanchez
GROWING UP, MOST LITTLE GIRLS LOVE
makeup. But not many can turn their love affair
with lipstick and mascara into an internationally
successful business that attracts celebrity
makeup artists and millions of fans. Enter
Toni K., founder and chief creative director
of NYX Cosmetics in Los Angeles. She
started as a one-woman operation
with one product in 1999 and has
launched it into more than 2,000
SKUs today.
Surrounded by a team of likeminded beauty lovers, Toni K.
has taken the cosmetics world
by storm. And with the recent
addition of CEO Scott Friedman,
there's no telling what they'll
conquer next. Here NYX's
dynamic duo share what
makes the company unique
and the pivotal points along
the way that have aided
in the company's growth.
42 March 2013 | beautystorebusiness.com