By THE NATION
LOS ANGELES-BASED makeup brand NYX is about to make a splash here with L’Oreal (Thailand) importing the affordable products, as recently unveiled at an event at the EmQuartier humorously titled “Sorry I’m Not Sorry”.
No apologies were necessary, though, as NYX paired a fantastic presentation of its makeup with a fashion show featuring the “Myth Universe” SS16 collection by celebrated Thai designer Milin Yuvacharuskul.
On hand for the face-painting and the fun were Jularak Piyasombatkul, Pavenelak Limpichart, MR Mannarumas Yukol, Sonya and Piraya Singha, Pimlerd Baiyoke, Art Araya, Nontaporn Teerawatanasuk, Natthapa Kamolsawedkun, Saruntorn Techapaiboon, Cris and Ploy Horwang, Amata “Pearypie” Chittasenee, Pakorn Chatborirak, Pitt Karchai, Piyawat Kempetch, Laknara Piatha, Chicha Amattayakul, Patcharawalai Pongpamorn, Preeyakarn Jaikanta, Parva Nakasai and many more.
NYX has achieved almost cult-like appeal since its introduction in 1999 at makeup trade-shows, where the pros readily acknowledged that these products of Los Angeles – home to the Hollywood dream factory, after all – were among the best on the market.
LA is nothing if not colourful, of course, a city where creative dreams are pursued every day, where diversity is the norm and where self-expression is celebrated. The sprawling metropolis has television and movies in its blood, and behind every great actor there’s a team of dedicated, innovative and usually award-winning makeup artists.
The brand has seen tremendous growth in recent years and now comprises more than 2,000 beauty products in every shade, every tool for every level of makeup artistry, from everyday basics and in-trend shades to special-occasion favourites.
With the rise of the social media, it’s built a global online community of beauty fans who create their own unique digital presentations. Self-taught and proud of it, they love to share their tricks using NYX makeup, all in the name of self-expression. In this way NYX has become one the most influential brands online, with its followers serving as a limitless source of inspiration.
Milin counts herself among those fans, saying she most likes to use pink shades. “Pink is truly feminine and it will never be out of style for makeup,” she said at the launch party. “Personally, I like to use glowing pink on the lips for a simple kind of beauty that’s very charming.”
Paweenalak Limpichart is ready for summer with her favourite shade of shiny brown. “Since I have rather tanned skin I like to make my face brighter, with a healthy tone, so I use the glowing-brown brush on my cheeks,” she said. “It’s a must-have item for me.”
Sisters Sonya and Piraya Singha prefer the nude hues. “We love doing makeup,” said Pariya. “Our rooms at home are covered with cosmetics, and of course we always share everything. I like the orange shade of nude on the cheeks, with just a little highlighting on the eyebrows. And Sonya creates dimension in her face with nude brown, especially on her lips.”