Measured spend
$43.6M
+73.7%
Share of spend
5.4%
of measured categories
Share of sales
2.1%
-3.31 vs share of spend
Sales per ad dollar
$5.18
median $15.66
Analysis
What the data says about NYX
Position
NYX committed $43.6M of measured spend between Jan to Jul 2026, 3.1% of the $1.38B tracked across every corporation, ranking 11 of 149 brands by spend.
Trajectory
Spend moved +73.7% against the same months of 2025 ($25.1M to $43.6M), in a category that moved -0.4% overall. Its share of tracked sales moved +0.12 points.
Conversion
NYX buys more attention than it converts: -3.31 points between share of sales and share of spend, returning $5.18 of tracked sales per advertising dollar against a category median of $15.66. e.l.f. leads at +3.23; Olay trails at -8.54.
Channel posture
TikTok takes 30.9% of spend ($13.5M) and the top three channels account for 70% of it — a concentrated buy that rises and falls with one channel.
Pacing
Spend peaked in Mar at $9.2M, with 60% of the period's total in the first half — broadly even.
Portfolio
Cosmetics is the largest category at 92.4% of spend, effectively a single-category brand.
Pacing
NYX spend by month
Measured spend across all categories.
$3.1M
Jan
$5.6M
Feb
$9.2M
Mar
$8.1M
Apr
$5.5M
May
$5.4M
Jun
$6.7M
Jul
Channels
Where the money goes
TikTok
$13.5M · 30.9%
Instagram
$10.6M · 24.4%
Facebook
$6.3M · 14.5%
OLV
$3.9M · 8.9%
Pinterest
$3.7M · 8.4%
YouTube
$3.4M · 7.9%
Categories
What it advertises
Cosmetics
$40.3M · 92.4%
Facial Skincare
$1.8M · 4.2%
Body
$1.1M · 2.5%
Equity
$235K · 0.5%
Fragrances/Perfumes
$158K · 0.4%
Multiple Products
$36K · 0.1%
Conversion
Against the measured set
Share of sales minus share of spend. NYX is marked.
e.l.f.
+3.23 pts
CeraVe
+2.31 pts
Not Your Mother's
+1.68 pts
Tresemmé
+1.66 pts
Revlon
+1.50 pts
Covergirl
+1.20 pts
Sally Hansen
+1.13 pts
L.A. Colors
+1.01 pts
Aussie
+0.94 pts
Milani Cosmetics
+0.80 pts
Suave
+0.72 pts
Clairol
+0.69 pts
Batiste
+0.67 pts
Ogx
+0.61 pts
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Every measured row, not just this brand. Pick what to group by, which measure to rank on, and narrow with the filters. Combinations the data cannot support are refused with the reason rather than returned empty.
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Channel
Impressions are reported on digital rows only, so CPM divides impression-bearing spend rather than total spend — dividing by all spend would make any television-heavy brand look ruinously expensive. Sales are recorded against the product, not the media, so they cannot be cut by channel. Share of sales covers Cosmetics, Facial Skincare, Hair Care, Hair Color.
How to read this page
Spend, pacing, channel and category mix cover every category NYX advertises in. Share of spend, share of sales and conversion are computed only across Cosmetics, Facial Skincare, Hair Care, Hair Color — the categories the sales panel measures.