NYX Professional Makeup Expands Beyond Face With Fat Oil Body Launch
The L’Oréal-owned brand enters body care with a new Fat Oil Body collection, extending its best-selling lip franchise into oils, lotions, and mists as it marks 25 years and continues pop-culture collaborations.
NYX Professional Makeup is expanding into body care with the launch of its new Fat Oil Body collection, extending the branding—and the community-led “finish” ritual—of its best-selling Fat Oil lip franchise into products designed for use below the neck, according to company announcements and industry reporting.
The launch signals a category move for the L’Oréal-owned mass brand, which has built recent momentum through buzzy drops, creator-forward marketing, and entertainment tie-ins that place the brand in the center of cultural moments. NYX previously leaned into movie-driven fandom with a limited-edition “Barbie™ The Movie” collection in partnership with Warner Bros., highlighting the brand’s strategy of translating pop culture into fast-moving beauty product stories.
A category expansion rooted in “glam beyond the face”
In coverage of the rollout, NYX Global Brand President Denée Pearson framed the move as a response to shifting consumer behavior: “We just saw that glam wasn’t stopping at the face anymore,” Pearson said, describing how the brand’s community has been treating body oils, lotions, and fragrance as the final layer of a look, per WWD.
The Fat Oil Body collection is positioned as an extension of NYX’s existing Fat Oil naming and ethos—an attempt to carry recognition from the lip aisle into body care, where fragrance mists and glow-forward finishes have surged as crossover beauty categories.
Broad retail footprint supports scale
NYX’s distribution spans more than 70 countries and thousands of retailers, including specialty beauty and fashion stores, freestanding shops, beauty supply stores, and the brand’s own e-commerce channel, according to a PR Newswire release on the body-care category entry. That global footprint gives the brand an unusually fast runway for introducing a new category at mass scale.
A milestone year, with marketing designed for in-person buzz
The expansion comes as NYX marks 25 years in business, a milestone the brand has also used to drive attention through experiential activations, including a pop-up referenced in trade coverage. Together, the anniversary programming and the body-care rollout underline how NYX is using heritage and “newness” simultaneously: celebrating longevity while moving into adjacent categories that mirror current beauty habits.
Pop culture, brand influence—and the NYX playbook
NYX has repeatedly tied product launches to cultural moments and creator participation, including the previously announced limited-edition “Barbie™ The Movie” collection, which arrived as the film’s beauty influence rippled across red carpets, social platforms, and retail displays. The pattern reflects a strategy that’s less about a single hero item and more about staying present in entertainment cycles, retail discovery, and creator-led content.
While NYX has not announced celebrity face partnerships tied directly to the Fat Oil Body collection in the sources cited this week, the brand’s broader approach—leveraging community narratives, creator ecosystems, and high-recognition IP—continues to shape how its launches travel from TikTok to shelves.
References & Links
- NYX’s entry into body care via the Fat Oil Body collection (PR Newswire)
- Denée Pearson quote on “glam wasn’t stopping at the face anymore” and the body-care/fragrance mist launch (WWD)
- NYX’s limited-edition “Barbie™ The Movie” collection announcement (PR Newswire)
- Coverage of NYX’s 25-year milestone and pop-up (Happi)
- NYX product discovery page highlighting new drops (NYX Cosmetics)