Beauty Is in My DNA—Here's How I Built 2 Multimillion-Dollar Makeup Empires

The Lineup is a monthly series where we're giving you an inside peek at the beauty lineups of cool fashion people, editors, makeup artists, hairstylists, and estheticians—all the people we trust the most. Get ready for a behind-the-scenes look at all the can't-live-without products that make their worlds go 'round.

I believe that your life shows you a preview of your true calling at a young age. For me, I always loved writing and reading beauty and fashion magazines—and look where I am now! Toni Ko, the founder of Nyx Professional Makeup and Bespoke Beauty Brands, had a similar experience. Ever since she was young, she loved makeup and would watch in admiration as her mom applied her lipstick in the morning. From the age of 14, Ko worked at her family's beauty supply store, where she learned the behind-the-scenes of the industry and what it takes to run a company.

Ko told me that Nyx Professional Makeup—now a $500 million brand—was born out of her experience as a consumer. "I remember going to the department stores and swooning over the high-end beauty brands, but they were too expensive for me to buy," she said. She wanted to re-create the high-end packaging and high quality of department store cosmetics but make them affordable, so she founded Nyx Professional Makeup at just 25 years old. "The only way to succeed is to focus on finding a solution, rather than focusing on the problem," she says, reflecting on her entrepreneurial journey. She also notes that out-of-the-box creativity, trend forecasting, and having a strong narrative are the most important factors in creating a successful brand.

Photo:

@tonikokoko

This is exactly what she helps others cultivate with her new venture, Bespoke Beauty Brands. It provides the not-as-fun-but-still-important business infrastructure (such as product development, logistics, operations, and marketing) to help celebrities and creators launch their own beauty brands. Ko has partnered with celebrities including Kim Chi and Jason Wu to help them bring their vision and creativity to life. She told me that the product development stage, specifically, is where the magic happens. "We are always bouncing ideas off each other, and it's often based on what's missing in their makeup kit, trend forecasting, and how we can put our unique touch on a specific product," she says. "We go through several design and formula rounds until we both feel we've perfected the product." Naturally, Ko has high standards for the products she uses every day, so I asked her to share her lineup. Keep scrolling because these picks are beyond impressive.

"This is my go-to scent that I wear nearly every day. A little goes a long way!"

"A staple palette for my makeup collection and travel bag. The formula is super pigmented, and it has all the base shades I need to create any look. It's perfect for every day."

"This highlighter is blinding in the best way and gives you that wet look. I heard 2016 highlighters are making a comeback, so this is perfect."

"I have noticed a significant change to my skin since using this serum. My skin appears brighter, and it's really helped reduce my sun spots."

"These are a great way to reduce redness and make your eyes appear whiter. I feel like my eye makeup really pops when I use these drops."

"I use this daily to fill in my brows and sparse areas in the hairline. It blends seamlessly and stays on all day long."

"This liner makes my lips feel really hydrated, and it has incredible staying power."

"I use this cleanser daily, and it makes my skin soft and radiant without stripping it of its natural moisture."

"I love a multiuse product, so I formulated this to be usable on both the lips and the cheeks. Less to pack when I'm traveling all of the time!"

"I really enjoy the feeling of removing all the excess dirt and makeup off of my face at the end of the day. It relaxes me and preps my skin for my nighttime routine."

"I swear by this product. It keeps everything intact. The amount and quality you get for the price is unmatched. It gives you the beauty filter in real life!"

 

"We all get them, but breakouts are never fun! I use this gel as a spot solution to help clear my blemishes."

"An essential part of my skincare routine. I use this to help balance and rehydrate my skin."

"I take these supplements to support mental clarity, memory, and focus. They are a staple in my routine."

"I love that this is curated especially for my hair and made with sustainable and natural ingredients."

"I love that this is so easy to take and contains all the essential vitamins your body needs."

"After a long day, I love to soak in the tub and melt away the stress. I always feel rejuvenated after using this bath soak, and it leaves my skin feeling soft and supple."

"I use this salve all over whenever my skin needs a little extra love. The arnica root really helps when I have sore muscles or even an itchy bug bite."

"I use this daily, and it has really made a difference in my dental health."

"I love this scent and feel like it truly increases your capacity to give and receive love."