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NYX On the Hunt for Its Next Vlogger of the Year

Fast-growing NYX is expanding its FACE Awards meet and greets, master classes, panels and demonstrations.

Who Will Be NYX's Next Vlogger
Jessica Kalil, one of the finalists in the NYX FACE Awards.

NYX Professional Makeup is about to help launch the career of an aspiring makeup artist.

The L’Oréal-owned brand has revealed the six final contestants for its FACE Awards ( One of them will be named Beauty Vlogger of the year. Patrick Starrr will host the event at the Shrine Auditorium and Expo Hall in Los Angeles on Aug. 19. Fittingly, Starrr was a past contender in the contest, which helped broaden his reach (he now has more than 3.4 million followers on Instagram).The FACE Awards, the Fine Artistry of Cosmetic Elites, also helped spark the careers of Laura Sanchez, Mykie (Glam&Gore) and Kristen Leanne, among others. This year’s final six contenders are Ashley Quiroz, Kimberley Margarita, Jordi Dreher, Jessica Kalil, Megan Walter and Victoria Lyn. In addition to bragging rights as Vlogger of the Year, there is a $50,000 award plus consultation with professional makeup artists and products.

The six were narrowed down from more than 1,000 video entries through public voting based on video challenges of makeup themes, such as Animal Kingdom and Cyberpunk. The final contest will be judged live by Ve Neill, Mykie, MadeYewLook and Chrisspy.

“It’s important to give back to the beauty community we value and respect so much — our beauty junkies and professional artists are everything to us,” said Sarah El-Annan, AVP integrated marketing at NYX Professional Makeup. She explained the awards were created to empower artists and provide a launch pad for careers in makeup artistry. “For the first time ever, we’re hosting our FACE Fest expo hall where fans can grab a free ticket to see their favorite brands, influencers, watch panels, makeup demos and mini master classes,” she said. The size of the venue has been doubled this year.

NYX Professional Makeup is one of the fastest-growing brands in beauty, propelled by its dedication to beauty enthusiasts and professional makeup artists. The brand has seen more than a 163 percent gain in sales of its lip treatments, according to IRI data for multiunit doors for the 52-week period ended June 11. Its eye brow makeup sales climbed more than 60 percent during that period.