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NYX Taps Saweetie and Paris Hilton for New Campaign

info@hypebae.com (Hypebae) Wed, 18 Jun 2025 Hypebae

NYX's budget-friendly makeup products have amassed a huge fanbase — and that includes Saweetie and Paris Hilton. The two joined forces with NYX for its new "If You NYX, You Know," campaign, which aims to celebrate the brand's ethos of accessible beauty for all.

As devout makeup lovers, Saweetie and Hilton are longtime fans of NYX. When Saweetie was first learning how to do makeup, she recalls having NYX products in her arsenal. For this reason, teaming up with the brand alongside Hilton is a huge deal for her. "I’ve been a NYX girlie for a long time, and I’m so happy to have this come full circle," Saweetie tells Hypebae.

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Through the campaign, Saweetie and Hilton emphasize that high-quality makeup doesn't have to be expensive. The brand's professional-grade formulas, diverse shade range and accessible price points are why NYX's products are such cult-favorites — and why Saweetie was so enthusiastic to be part of the project. "[The campaign] reminds the makeup girlies that we don’t need to break the bank to get quality products that make us look and feel beautiful," she says.

The new campaign features some of the brand's most viral products: The Face Glue Gripping Primer and Setting Spray, the Fat Oil Lip Drip, the Butter Gloss and the new Smushy Matte Lip Balm. The Butter Gloss in particular, however, is Saweetie's personal favorite for the extensive shade range and its smooth formula.

Over the years, Saweetie has become synonymous with her top-notch makeup looks, which she tells us make her feel like she's in art class. "I love painting my face based on the kind of mood I’m in. I really enjoy experimenting with bold colors, but I also love a more subtle glam," she says. Since working with NYX, Saweetie has become even more motivated to express herself with makeup, and she encourages all of the "Icy Girls" to do the same.