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For the first time in its 27-year history, NYX Professional Makeup is stepping beyond decorative cosmetics.

The L’Oréal-owned brand is officially expanding its footprint in the beauty industry with the launch of the Fat Oil Body Collection — a new body care and fragrance line. The range includes body oils, body butters, lotions, and hair-and-body fragrance mists in four signature scents, as well as a limited-edition and provocatively named product, the Fat Cheeks Butt Mask, according to WWD.

The 16-piece collection is already available online and via TikTok Shop, with a global retail rollout scheduled for May 1. Prices range from $10 for the hydrating body mask to $18 for a full-size Fat Oil Body Oil.

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“We saw that glamour doesn’t stop at the face anymore,” explains NYX Global Brand President Denée Pearson. The new line is directly inspired by the brand’s cult-favourite Fat Oil lip franchise, but reimagines its aesthetic for the entire body. “Our community is already finishing their looks with body oils, lotions, and shimmers. We simply responded to that demand — and did it in our own way.”

According to the brand, the timing is ideal for expansion. Despite NYX’s strong viral presence, the mass makeup category grew only 2% in 2025, while body care rose 9% and fragrance increased by 15%, highlighting a clear shift in consumer demand.

The debut collection features four gourmand-leaning scents — Sugar Baddie, Caramelt Miami, Coconut Cutie, and Juicy Boo — developed in-house at L’Oréal. The fragrances combine fruity, floral, and dessert-like notes designed for mass appeal.

A key focus of the line is inclusive formulation and skin finishes. For example, Caramelt Miami body oil delivers a bronzed shimmer designed to flatter deeper skin tones, while Juicy Boo adds a subtle warm glow suited to medium complexions.

“We think like makeup artists — only now for the body,” Pearson noted. “NYX is at its strongest when we listen to our community and turn their desires into products.”

The expansion reflects a broader industry trend, as beauty brands increasingly blur category lines. Following companies such as Amika, Eos, and Athena Club, which have already entered body care, cosmetics labels are steadily evolving into full-scale lifestyle brands.

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