Paris Hilton Returns as Gloss Boss for NYX Professional Makeup

The campaign shifts to a Y2K-inspired diner setting, where Hilton acts as the "Gloss Boss" serving signature lip looks. This creative direction highlights the brand's accessible approach to professional-quality cosmetics, featuring staples like the Fat Oil Lip Drip and Butter Gloss. The brand is positioning the initiative as a direct engagement with its core audience, prioritizing viral social media appeal over traditional high-end luxury marketing.

Beyond Hilton, the campaign introduces a diverse roster of talent, including pop artist Normani Kordei, digital creators Gabriela Moura and Yusur Al-khalidi, and reality television star Toni Laites. By integrating these figures, NYX aims to solidify its status as a Gen Z favorite while expanding its reach across international markets. The global rollout, which began July 15, includes digital advertising, billboards, and interactive pop-up activations designed to blend retail presence with immersive brand storytelling.